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!

 

 

Cookieless? We Got This.

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Canada Advertising Trends

Canadians are experiencing the full effect of digital advertising with trends like amount of spend on digital ads, mobile transactions, brand safety, and video ads.

PRIDE MONTH EMPLOYEE SPOTLIGHT: Members of the LGBTQ+ Community at Bidtellect

PRIDE MONTH EMPLOYEE SPOTLIGHT: Members of the LGBTQ+ Community at Bidtellect

In honor of Pride Month, we have highlighted members of the LGBTQ+ community at Bidtellect to hear about their experiences and advice on how to best support and celebrate Pride at work.

headshot tyler hazlewood with text

Pride is more than just a rainbow flag.

What has your experience been like in the workforce being a part of the LGBTQ+ community?

Being “out” in the workforce is different for every person. After struggling with coming out in college, I was nervous to be my authentic self in the workforce. I quickly learned, however, that our industry is full of allies and people who treat everyone the same way. It has been so peaceful and stress-free to be who I was created to be and not have to hide it for fear of termination or mistreatment.

 

How can team members in the (virtual) office be allies to the LGBTQ+ community?

Ask questions and understand situations that people that are LGBTQ+ have gone through. Be visible and proud of being an ally. Let those people in the LGBTQ+ community know that you support the community.

In what ways do you believe companies should be celebrating pride month? Do you believe there are ways companies should not be celebrating pride month?

Don’t only teach the history of Pride Month (i.e. the 1969 Stonewall riots that jump started the gay liberation movement in the U.S. and ultimately led to yearly celebrations of Pride), but also teach where things currently stand in terms of equal rights to all employees. Pride is more than just a rainbow flag. If organizations are going to celebrate Pride month, tell stories about the history of Pride and showcase people that have paved the way for the LGBTQ+ community, as well as ones who continue to do so in our current times.

What does it mean to embrace LGBTQ+ pride?

Be willing to learn, confront your own bias or privilege, encourage family and friends to be allies, learn from your possible past mistakes where you may not have been supportive, intervene when needed, get involved, and get educated. Treat people of the community with respect and the same way you would want to be treated.

How are you planning to celebrate this year? 

Pride Events in Dallas with friends, plus a Bidtellect Dallas Office Pride Lunch!

headshot alex williams with text

I believe that truly embracing pride is to be fully accepting of yourself and others. It means knowing that all people deserve the same respect as anyone else. This means being comfortable with yourself and allowing and promoting others to feel the same way about themselves.

What has your experience been like in the workforce being a part of the LGBTQ+ community?

I’m very proud of who I am as a person.  In the past, anytime I encountered any sort of issue in the workplace regarding an aspect of my character, I relied on that confidence in myself to push through it. I also have a very open sense of humor, so if “gay jokes” were thrown around the workplace, I might have laughed along – but you’d better believe I cracked a joke that got right back at them. 😛

How can team members in the (virtual) office be allies to the LGBTQ+ community?

Vote to support people who care about human rights. You can be as nice as you want to your LGBTQ+ coworkers, but if you’re voting in support of a legislature that infringes on their rights, then your kind words are meaningless.

In what ways do you believe companies should be celebrating pride month? Do you believe there are ways companies should not be celebrating pride month?

Rainbows everywhere. (Only partially kidding.) The celebration of pride is very commonly focused on this one month, which, in my opinion, isn’t the best approach. This leads to a sense that the organization is only responsible for this support in one given month. In order to support our LGBTQ+ community, we need to make it clear that we support the LGBTQ+ community year round. This could be as simple as making it clear in our organization that discrimination is not allowed.

What does it mean to embrace LGBTQ+ pride?

Once again, rainbows. (Also only partially kidding.) I believe that truly embracing pride is to be fully accepting of yourself and others. It means knowing that all people deserve the same respect as anyone else. This means being comfortable with yourself and allowing and promoting others to feel the same way about themselves.

How are you planning to celebrate this year? 

I’m going to keep doing what I always do. I will keep on living my life authentically and I won’t be ashamed of who I am. I’m going to live my life proudly.

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Cookieless? We Got This.

How Bidtellect’s contextual tools set you up for success in the cookieless future.

Video Ads: Why Programmatic Video With Bidtellect

Onesheet alert! How Bidtellect can help you reach your programmatic video goals.

Canada Advertising Trends

Canadians are experiencing the full effect of digital advertising with trends like amount of spend on digital ads, mobile transactions, brand safety, and video ads.

Bidtellect: Your Travel Partner

Bidtellect: Your Travel Partner

The skies are opening up! Travel bookings are increasing, luxury travel is returning, and best yet: shoppers are doing most of their preparation shopping online. Download our latest Travel Onesheet for the latest industry travel trends and our programmatic strategy recommendations.

In a survey of 12,000 travelers in 12 countries, 65% of respondents are planning to “go big” on their next trip

Some of Bidtellect’s recommendations:

  • Use context-driven targeting to reach consumers engaging with content on relevant environments like luxury travel sites, travel articles, and more.
  • Combine context-driven solutions with audience creation to reach the most interested and relevant consumers in your category. 
  • Offer ways to make online booking easier and include promotions in your creative assets to capture attention. 

Let's reach your performance destination!

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

Cookieless? We Got This.

How Bidtellect’s contextual tools set you up for success in the cookieless future.

Video Ads: Why Programmatic Video With Bidtellect

Onesheet alert! How Bidtellect can help you reach your programmatic video goals.

Canada Advertising Trends

Canadians are experiencing the full effect of digital advertising with trends like amount of spend on digital ads, mobile transactions, brand safety, and video ads.

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

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Screenshot of Keyword targeting onesheet bidtellect

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

Cookieless? We Got This.

How Bidtellect’s contextual tools set you up for success in the cookieless future.

Video Ads: Why Programmatic Video With Bidtellect

Onesheet alert! How Bidtellect can help you reach your programmatic video goals.

Canada Advertising Trends

Canadians are experiencing the full effect of digital advertising with trends like amount of spend on digital ads, mobile transactions, brand safety, and video ads.

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. 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.

 

 

Cookieless? We Got This.

How Bidtellect’s contextual tools set you up for success in the cookieless future.

Video Ads: Why Programmatic Video With Bidtellect

Onesheet alert! How Bidtellect can help you reach your programmatic video goals.

Canada Advertising Trends

Canadians are experiencing the full effect of digital advertising with trends like amount of spend on digital ads, mobile transactions, brand safety, and video ads.