Canada Advertising Trends

Canada Advertising Trends

These are the latest Canada Advertising Trends you need to know now.

Spend on Digital Continues to Grow In Canada

Similar to the United States advertising industry, advertising in Canada is trending towards a digital landscape. In 2022 and beyond, we can anticipate more spend on digital advertising, more digital buyers, and bigger digital campaigns. Canadian companies are allocating more of their time and money to digital advertising.

 

  • Digital ad spending in Canada will surpass CA$10 billion ($7 billion) this year, accounting for 64.3% of total media ad spending (eMarketer, April 2021)
  • For the first time, digital ad spending will exceed CA$10 billion ($7 billion). By the end of 2024, it will reach CA$13.14 billion ($9.80 billion) (eMarketer, April 2021)
  • There will be 24.2 million digital buyers in Canada (eMarketer, July 2021)
  • This year, for the first time, digital ad spending will be more than double traditional ad spending, accounting for 68.3% of the total ad market in Canada (eMarketer, May 2022)
  • In 2017, digital expenditures amounted to C$6.77 billion ($5.40 billion). In 2022, they will soar past the C$12 billion mark by adding C$1.22 billion ($0.97 billion) from 2021 (eMarketer, May 2022)
  • Canadian advertisers have allocated over 50% of their budgets to digital campaigns. (Review Moose, January 2022)

Post-Pandemic Comfort With Mobile Transactions Leads to Growth

According to data, it is expected that Mobile advertising and Mobile purchases will continue to grow rapidly. The pandemic accelerated the shift towards greater comfort and convenience with more activities online; including shopping and interacting with media online. Utilizing Bidtellect’s mobile advertisements will help drive awareness through real-time optimization. 

 

  • By 2025, we expect transactions made from mobile phones and tablets to reach CA$46.40 billion ($34.59 billion) and account for 36.2% of digital purchases (eMarketer, July 2021)
  • Mobile advertising spending in Canada reached $7.29 billion (Review Moose, January 2022)

Brand Safety Is Just As Much of a Concern & Priority

Distrust around news and brand safety are two trends that have emerged as concerns. It is important to use a platform with brand safety capabilities, keyword/block lists, using contextual targeting to place ads in relevant environments, and lastly to use a platform that you trust.

 

  • Only 42 per cent of Canadian respondents trust “most news, most of the time,” a slight drop from last year’s 45 per cent (The Conversation, June 2022)
  • Age is a major factor in how much respondents trust the news, with higher trust among respondents aged 35 or older than for younger adults (The Conversation, June 2022)
  • Half of Canadians consider mainstream news organizations to be politically close to each other. Among those who consider news outlets very close, only 21% trust the news (The Conversation, June 2022)
  • The number of people who actively avoid the news, at least occasionally, has grown to 71% from 55% in 2017 (The Conversation, June 2022)

Video Ads Hold Attention & Spend

Video advertisements are popular all over the world and we are seeing the same in Canada advertising trends.

 

  • The research and insights company expects the number of digital video viewers is expected to reach 27.7 million by the end of the year (Media in Canada, October 2021)
  • eMarketer expects 30.1 million Canadians, or 75.5% of the population, to be regular digital video viewers in 2025 (eMarketer via Media in Canada, October 2021)
  • Nearly nine out of ten people report wanting to see more videos from brands in 2021 (Hubspot)

Digital advertising is quite literally taking over the world! We hope these Canada Advertising Trends are helpful!

 

 

Bidtellect’s Top 10 Holiday Campaign Tips for for Brands & Advertisers

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Behind the Platform: Keywords & Keyword Targeting

Behind the Platform: Keywords & Keyword Targeting

Bidtellect’s revamped keyword targeting offering includes two additional targeting vendors: industry leader Peer39 as well as Bidtellect’s own custom keyword solution.

Keyword-based programmatic targeting uses a custom built list of keywords and key phrases to serve digital ads to people based on what they are reading about online. Read more about contextual targeting here. 

Behind the Platform: Keywords

Watch Bidtellect VP of Product Arthur Hainline talk through Bidtellect’s keyword offering on our Behind the Platform series. Download the Onesheet below. 

Onesheet: Keyword Targeting

Download the Onesheet to learn more about Bidtellect’s offering below. 

Keywords Onesheet

14 + 2 =

Screenshot of Keyword targeting onesheet bidtellect

Want to learn more? Reach out to speak to someone here. 

Bidtellect’s Top 10 Holiday Campaign Tips for for Brands & Advertisers

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Holiday Creative Assets: 6 Mandatory Tips for Engagement from [b]+studio

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Back to Basics: Contextual Targeting vs. Optimization And Why It Matters Now

Back to Basics: Contextual Targeting vs. Optimization And Why It Matters Now

With the cookieless future looming large, we break down different types of targeting, the power of contextual targeting, and how optimization can supercharge your programmatic cookieless strategy.

What is Contextual or Cookieless Targeting?

 

What is targeting in programmatic platforms?

In programmatic marketing, targeting refers to the methods used to identify and reach target consumers or audiences most likely to be interested in the product or service an advertiser is selling.

What are the different ways platforms can target?

There are different types of targeting such as first-party data, third-party data, and one of the most common, cookies. First-party data is data that is directly collected from interactions with your consumers and audiences through your companies’ own site. Some examples of first-party data include demographics, purchase history, website activity, interests, behaviors, etc. First-party data has a direct relationship with the consumer (Treasure Data, 2021).

Third-party data is data you acquire from very large databases where it is bought and sold programmatically (Treasure Data, 2021). Cookies fall under the umbrella of third-party data. A cookie is a small piece of data stored on the user’s computer that helps a website keep track of visits and activity.

 

What is ‘context’ and what information does it use for targeting?

Context refers to a cookieless set of data points that factor into an ad placement’s ability to perform.

Contextual targeting is targeting based on the information available on the page or site of the ad space, rather than user data. Since it is based on what the consumer is currently engaging with, contextual targeting is successful in predicting what the consumer will engage with next.

Contextual targeting is gaining popularity as it is adaptable to an inevitable cookie-less future. With contextual targeting, the look and feel of every single ad placement is unique to the page and can be correlated even more closely with user behavior. It is the answer to the cookie-less future.

Contextual Targeting

  • seamlessly integrates your ads into relevant content users are already consuming
  • offers precise attribution
  • guarantees higher engagement
  • offers greater cost efficiencies, especially in combination with Bidtellect’s context-driven optimization engine
  • works on all formats: Responsive Native, Display, Video Units, and High Impact Units

What is Contextual or Context-Driven Optimization?

Optimization describes the algorithms that a bidder uses to determine bid prices, whether or not to bid, and how often to bid depending on the performance goals of a campaign. In other words, optimization describes ways to optimize an ad in order to get the best engagement in the most efficient way possible.

Programmatic optimization is the process of improving a programmatic ad campaign’s performance in real time based on data. It’s what makes programmatic advertising the most efficient use of your digital ad budget. With that being said, research shows that programmatic media buying now accounts for 85% of all digital ad spending (Strategus). If you haven’t already made the switch to programmatic, now is the time.

Platforms optimize performance in a variety of ways from cookies to creatives. On the simplest level, optimizing for brand and content works well most of the time; that is what most b2b companies start off with-hire a web3 copywriter and optimize all the creatives, including website content. This strategy often works itself towards the right target audience, but may take time. Context-driven optimization is optimization without using user data or cookies. Contextual optimization is Bidtellect’s key differentiator that uses contextual signals to optimize performance.

How Does Bidtellect Use Context?

Bidtellect has been utilizing context since our founding. We began as a native specialist demand-side platform nearly a decade ago. With native ads, we necessarily had to evaluate the contextual information on the page to create an ad that blended seamlessly into its environment, in addition to reaching performance goals.

Bidtellect’s Contextual Targeting: Bidtellect has consistently pushed our technology forward, and now utilizes a combined contextual approach within our platform: the industry’s best third-party contextual integrations plus our unique proprietary contextual targeting solutions: first-to-market context demographics targeting, categorization and keyword targeting, interest targeting, and inventory quality targeting. Bidtellect also teamed up with Bombora to combine our granular ad placement-level targeting with Bombora’s robust B2B taxonomy for a unique first-to-market B2B contextual targeting tool.

Bidtellect’s Context-Driven Optimization: Bidtellect’s contextual offering goes beyond targeting solutions and into optimization. Optimization maximizes spend, ROI, and performance for advertisers completely using context-driven technology. Contextual optimization is the foundation of Bidtellect’s bidding technology.

AARDvarkBidtellect’s Automatic Algorithmic Rate Determination toolfactors multiple context data signals simultaneously including: page-level contextual signals, domains, individual publisher ad placements, devices, times of day, and days of week to evaluate auctions and make bidding decisions according to 14 selectable optimization goal types. In other platforms, bid factoring falls entirely onto traders.

Why Choose a Contextual or Cookieless Strategy with Bidtellect?

Context uses the information on the page rather than audience data to deliver the most relevant ads to consumers. Bidtellect consistently outperforms data targeting strategies with our contextual strategies – not only within our own platform, but when testing against other platforms, as well.

Let us help you optimize on your performance goals!

Reach out to learn more.

 

Bidtellect’s Top 10 Holiday Campaign Tips for for Brands & Advertisers

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Bidtellect’s Proprietary Engagement Score:  The Ultimate Measure of Success and Engagement

Bidtellect’s Proprietary Engagement Score: The Ultimate Measure of Success and Engagement

Know how consumers are engaging with your content and optimize in real-time.

With Bidtellect’s Proprietary Engagement Measurement & Optimization Technology, you can optimize towards site engagement and qualified site traffic in real-time. Act on engagement insights immediately then receive robust post-campaign reports afterward.

Bidtellect’s Engagement Score is a number ranging from 0 to 10. 0 indicates the least user engagement on a piece of content. 10 indicates the highest level of engagement. The algorithm tracks, measures and optimizes toward the following post-click engagement metrics:

How Does It Work?

Bidtellect’s Engagement Score is derived from three variables: Bounce Rate, Time on Site, and Visits per Click. Each measures the behavior of users once they land on the advertiser’s landing page using an advanced formula that is a linear combination of three logistic functions. Advertisers can optimize their campaigns toward Engagement Score as a whole or toward individual post-click metrics. 

Post-click measurement is conducted for every permutation of a creative (image, copy, etc.) as well as the location it was shown. Each variation is scored independently, helping us hone in on the ideal message and audience that provides the maximum post-click engagement. These learnings are then used in our bidder to promote ideal ad impression delivery. Advertisers can expect aggregate engagement scores to increase over time if engagement optimization is selected as a goal type.

Engagement Score vs. Individual Engagement KPIs

In addition to measuring and optimizing towards Engagement Score, Bidtellect can also measure and optimize to one or more individual engagement KPIs :

BOUNCE RATE AVERAGE TIME ON SITE VISITS PER CLICK PAGE VIEWS PER VISIT

When a user visits a page but does not remain for at least 5 seconds (before going to another site or closing the browser tab or window), a bounce is recorded. The bounce rate is a calculation of the number of bounces divided by the number of sessions.

The amount of time a user stays on a page. We begin tracking ToS once a user has remained on a page for at least five (5) seconds. The Bidtellect Engagement Score uses the Time on Site averaged across all sessions in its calculation.

A visit is the equivalent of a visit to the site or landing page. This goal type optimizes towards a high visit rate or a target visit rate.  Higher page visits per click indicates higher user attention.

The sum of the number of times a page containing Bidtellect’s engagement code is viewed.  Higher page views per visit indicates higher user attention and fewer accidental clicks.

How Does It Differ from Industry Competition?

No other technology in-market can optimize toward these post-click metrics in real-time. “Quality Score” on Google AdWords and Bing Ads are “exchange-centric” in they are calculated from the performance of the campaign on the exchange; contextual relevance is then established from keywords originating from the exchange. Bidtellect’s engagement score differs in that it is advertiser-centric and only captures the performance of your campaign once the user has been acquired from the exchange.

Engagement Score Implementation Best Practices:

  1. Include the Engagement Code on all of your sites and pages. This is the optimal way to ensure that the Engagement Score code begins working as soon as a user visits the page. This can be easily done by utilizing Bidtellect’s Universal Pixel.
  2. Ensure the code is implemented as close to the beginning of page load as possible.
  3. We suggest including the code in the header, but the footer works as well; however, depending on how a site is architected, placing the code in the header may not be possible. In this case, clients have successfully implemented our Engagement Score code in the body of pages and via tag managers, like Google Tag Manager.
  4. The Engagement Score code is less likely to work when triggered by other events on the page and will not work when associated with user-triggered events on the page.

 

Case Study: Major Clothing Retailer Sees Impressive 1370% ROI. Bidtellect’s contextual targeting coupled with unique post-click metrics drove massive engagement and revenue growth

 

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Bidtellect’s Top 10 Holiday Campaign Tips for for Brands & Advertisers

It’s here. Our no frills, top 10 tips for holiday advertising success.

Holiday Creative Assets: 6 Mandatory Tips for Engagement from [b]+studio

It’s time to plan for Holidays 2021! [b]+studio shares their tips to make your creative assets shine!

These Are The Top 3 Trends Predicted for the 2022 Holiday Shopping Season

Holiday shopping is just around the corner! Here’s what brands and advertisers need to know when it comes to their holiday advertising and digital marketing campaigns for 2022.

Bombora and Bidtellect Announce Industry-First B2B Cookieless Targeting Solution

Bombora and Bidtellect Announce Industry-First B2B Cookieless Targeting Solution

Bidtellect is excited to announce a partnership expansion with Bombora that gives digital advertisers the most comprehensive and technical B2B cookieless targeting solution on the market. Utilizing Bombora’s proprietary Company Surge Intent offering and Bidtellect’s context-first programmatic platform capabilities creates a unique contextual target solution at scale for B2B marketers. It’s the first of its kind in the industry.

 

Key Takeaways:

  • Together, the partnership enables B2B contextual targeting against 62 topic categories including digital transformation, supply chain management, business intelligence, cryptocurrency, and marketing technology.
  • Bombora’s Company Surge Intent data uniquely measures and scores intent signals across a proprietary data cooperative of 4,000+ B2B content sources.
  • Bidtellect’s granular ad placement-level targeting, now combined with Bombora’s robust topic taxonomy, delivers first-of-its-kind precision, scale, and performance tailored for B2B brands – all in a cookieless environment

The Coverage:

Notable Quotes:

“Partnering with Bombora not only strengthens Bidtellect’s ability to power smarter advertising, but also provides a cost-effective, high-performing solution in a market that worries about a cookieless future.”

CRAIG ARON

BIDTELLECT SVP GROWTH & STRATEGIC BUSINESS DEVELOPMENT

“Bombora’s contextual partnership with Bidtellect is one of many future-proofing initiatives we are developing to address the cookieless world and continue to serve our clients effectively.”

TONY MOWAD

BOMBORA VP of BUSINESS DEVELOPEMENT

“Bombora and Bidtellect’s global cookieless B2B solution is the industry’s first integration capable of bringing together granular contextual targeting and robust taxonomy specifically relevant for B2B brands.”

ROSEY SUTTON

JUST GLOBAL ASSOCIATE DIRECTOR, PROGRAMMATIC

“Bidtellect and Bombora’s new global cookieless B2B solution provides us with a unique combination of data and content-driven solutions that allow us to plan for the future.”

ANTHONY LOPEZ

JUST GLOBAL SUPERVISOR of PROGRAMMATIC

To speak with a Bidtellect representative, reach out to marketing@bidtellect.com.

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Bidtellect’s Top 10 Holiday Campaign Tips for for Brands & Advertisers

It’s here. Our no frills, top 10 tips for holiday advertising success.

Holiday Creative Assets: 6 Mandatory Tips for Engagement from [b]+studio

It’s time to plan for Holidays 2021! [b]+studio shares their tips to make your creative assets shine!

These Are The Top 3 Trends Predicted for the 2022 Holiday Shopping Season

Holiday shopping is just around the corner! Here’s what brands and advertisers need to know when it comes to their holiday advertising and digital marketing campaigns for 2022.

Super Bowl Sunday: What To Expect in Advertising

Super Bowl Sunday: What To Expect in Advertising

Super Bowl Sunday is practically a national holiday here in the US. Whether you are a football fan or not, most people in the US are watching the game. For the non-football fans, it is a great excuse to drink with friends and indulge in some tasty appetizers.

For football fans, it is arguably the biggest sporting event of the year. They might start looking closely at the betting Sports Odds, cheer at their players together at the bar or have a game night at home. Nevertheless, it is a huge day for the advertising industry. We all have that one friend that loves the advertisements more than the game itself. But, there is also a ton of advertising that goes on before the game even starts. Check out the Super Bowl Ad breakdown:

  • Ten days before the game, NBC said it had sold out all commercial inventory, with some :30 ads going as high as $7.1 million. Last year in a sluggish ad economy CBS said they were selling :30 ads at $5.5 million (Forbes, 2022)
  • According to Kantar the top five advertisers in Super Bowl LV were; Anheuser-Busch InBev at $52.25 million, Pepsico at $27.5 million; Deutsche Telekom (T-Mobile), General Motors and Rock Holdings (Rocket Mortgage) all spent $22 million. (Forbes, 2022)
  • Among first-time advertisers for this year’s Super Bowl include; Crypto.com, Cutwater Spirits, Booking.com, FTX, Hologic, Quickbooks, Rakuten, Sam’s Club, Wallbox and Irish Spring. (Forbes, 2022)
  • Familiar Super Bowl advertisers who will be sitting out this year include; Chipotle, Coca-Cola, Fiverr, Hyundai, Kraft Heinz, Lexus, Mars Wrigley and Tide. (Forbes, 2022)
  • Budweiser with the Cydesdales will return after missing last year. In addition, the E*Trade talking baby will return for the first time in eight years (Forbes, 2022)
  • This year, 90 million people are planning to throw or attend a party, up from 62.8 million last year, and another 13.7 million adults plan to watch the game at a bar or restaurant (NFR)
  • Food and beverage account for 79% of the most popular purchases for the Super Bowl (NFR)
  • According to Hungry Fan, Americans spend over $387 million on snacks, $130 million on pizza, and over $2 billion on chicken wings. (Hungry Fan)
  • Americans spend around $1.3 billion on beer in the two weeks leading up to Super Bowl Sunday and consume 325 million gallons of beer on game day (Hungry Fan)

Want more need-to-know info? Subscribe to our weekly newsletter!


Bidtellect’s Top 10 Holiday Campaign Tips for for Brands & Advertisers

It’s here. Our no frills, top 10 tips for holiday advertising success.

Holiday Creative Assets: 6 Mandatory Tips for Engagement from [b]+studio

It’s time to plan for Holidays 2021! [b]+studio shares their tips to make your creative assets shine!

These Are The Top 3 Trends Predicted for the 2022 Holiday Shopping Season

Holiday shopping is just around the corner! Here’s what brands and advertisers need to know when it comes to their holiday advertising and digital marketing campaigns for 2022.