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IAB Canada Metrics 2015 - eMarketer - Canada Trends 2016 - Paul Briggs


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Marketers in 2016 will turn to bleeding edge applications of technology to gain the attention of consumers. Traditional means of storytelling and getting consumer engagement are being replaced by new approaches to capture attention and target audiences To grab and keep their attention, marketers will have to be more tech-savvy than ever. This presentation will cover the top 10 digital marketer trends for 2016.

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IAB Canada Metrics 2015 - eMarketer - Canada Trends 2016 - Paul Briggs

  1. 1. © 2015 eMarketer Inc. For more information on this subject, see the related report at Canada Trends 2016 Paul Briggs Analyst, Canada December 3, 2015
  2. 2. © 2015 eMarketer Inc. Marketers in 2016 will turn to creative new applications of technology to capture the attention of consumers and target them more effectively. consumers are changing their behavior, and marketers need to take note. To gain and keep their attention, marketers will need to be more tech-savvy than ever.
  3. 3. © 2015 eMarketer Inc. What I’ll Cover Today 6 marketer trends in 2016 4 consumer trends in 2016
  4. 4. © 2015 eMarketer Inc. Marketer Trends
  5. 5. © 2015 eMarketer Inc. 1. The Internet of Things (IoT) Will Become a Rich Data Source for Marketers
  6. 6. © 2015 eMarketer Inc. By 2018, the IDC expects there will be 114 million IoT connections in Canada
  7. 7. © 2015 eMarketer Inc. Big Data from the IoT will be invaluable for marketers “Today, we're inferring behavior from data. With the internet of things, it's not inferring behavior from that data, it's confirming behavior from that data.” —Dré Labre, partner and creative director, Rethink Canada
  8. 8. © 2015 eMarketer Inc. 2. Immersive Content Will Go Mainstream
  9. 9. © 2015 eMarketer Inc. 360-degree video and virtual reality (VR) will become mainstream for content marketers, who will use it to deliver more compelling content than ever before.
  10. 10. © 2015 eMarketer Inc. Parachute School of Toronto
  11. 11. © 2015 eMarketer Inc. Enhanced video offers a more engaging consumer experience “Virtual reality and 360 video can be super-immersive and give you as close to a real experience as possible. One of the things we’ve been noticing with VR and its development is it’s a lot about documenting scenes, documenting actions. But it hasn’t really gotten to the point yet where people are telling stories. I think we’ll see that in 2016.” —Hiep Vu, executive producer, Round Content
  12. 12. © 2015 eMarketer Inc. 3. Outdoor Advertising Will Get New Life—By Going Digital and Personal
  13. 13. © 2015 eMarketer Inc.
  14. 14. © 2015 eMarketer Inc. Out-of-home advertising is undergoing a transformation Digital out-of-home (DOOH) promises a much more compelling engagement with passersby Brilliant LED displays, videos, interaction with smart devices and even personalization For real-time and live marketing, DOOH has the potential to be extremely effective
  15. 15. © 2015 eMarketer Inc.
  16. 16. © 2015 eMarketer Inc.
  17. 17. © 2015 eMarketer Inc. Magna Global expects DOOH ad spending in Canada to jump 19.7% this year and grow a further 11.4% in 2016
  18. 18. © 2015 eMarketer Inc. 4. The New Utility of Beacons
  19. 19. © 2015 eMarketer Inc. Nearly 30% of retailers worldwide have deployed beacon technology. In Canada, it is estimated at 12%
  20. 20. © 2015 eMarketer Inc. The new utility of beacons is collecting consumer data “Beacons first and foremost serve as a way to help the retailer understand traffic flow patterns within their environments and where the dwell time is. Secondarily, they’re being used to send notifications to the shoppers.” —Asif Khan, founder and president, Toronto- based Location Based Marketing Association
  21. 21. © 2015 eMarketer Inc. 5. Programmatic Will Reach New Heights
  22. 22. © 2015 eMarketer Inc. In 2016, 58.0% of total digital display spending in Canada will be programmatic, with about half coming from API-driven ad delivery on social networks
  23. 23. © 2015 eMarketer Inc. By 2017, mobile programmatic will exceed CA$1 billion and represent 67.9% of all programmatic digital display ad spending
  24. 24. © 2015 eMarketer Inc. 6. After a Big Dip, Email Marketing Is Ready for Its Comeback
  25. 25. © 2015 eMarketer Inc. Legislation has sharpened email marketing tactics in Canada “The death of email has been prophesized for probably 15 years. But in fact, it continues to grow. More consumers are subscribing to more newsletters. Email is getting more accurate, it’s getting more targeted, it’s getting more segmented. So that’s where I think the resurgence of email has come from.” —Matthew Vernhout, chief privacy officer, Inbox Marketer
  26. 26. © 2015 eMarketer Inc. Open rates in Canada climbed to 26.2% in 2014, and bounce rates are falling
  27. 27. © 2015 eMarketer Inc.
  28. 28. © 2015 eMarketer Inc. The CASL Chill Cloudmark Study concluded that in the 8 months following CASL enactment: Residents in Canada received 29% less email Reductionof spam originating from Canada by 37% High profile fines: Porter Airlines, PlentyofFish, Compu-finder, Rogers
  29. 29. © 2015 eMarketer Inc. Consumer Trends
  30. 30. © 2015 eMarketer Inc. 1. Mobile Time Spent (nonvoice) with Media is about 2.5 Hours Daily
  31. 31. © 2015 eMarketer Inc. In 2016, mobile will account for more than 25% of daily time spent with media by adults in Canada
  32. 32. © 2015 eMarketer Inc. The increase in mobile time spent is driven by mobile consumption on devices like smartphones and tablets
  33. 33. © 2015 eMarketer Inc. 2. Wearables Set to Expand the Mobile Experience
  34. 34. © 2015 eMarketer Inc.
  35. 35. © 2015 eMarketer Inc. About 1.5 million wearable devices shipped in Canada in 2015, according to the IDC. It expects shipments to reach 3.6 million by 2019
  36. 36. © 2015 eMarketer Inc. Wearables are a promising avenue for marketing messages, but there are risks “Where I see an opportunity is the ecosystem you build around the wearable itself. The way you use the data to create experiences outside of that object or that wearable. And this is where I’ve seen opportunity for advertising.” —Alexis Robin, associate director, lg2
  37. 37. © 2015 eMarketer Inc. 3. Streaming: More Consumers Will Cut the Cord . . . and the Antenna
  38. 38. © 2015 eMarketer Inc. Streaming is moving closer to the center of the big media battle in Canada
  39. 39. © 2015 eMarketer Inc. An April 2015 survey found that almost one-third of consumers in Canada who owned streaming media devices used them daily
  40. 40. © 2015 eMarketer Inc. A Q2 2015 GlobalWebIndex survey found that Canada ranked third internationally in Netflix usage, behind Mexico and Brazil
  41. 41. © 2015 eMarketer Inc. Streaming service providers offer rich targeting data in ad products “We are able to offer targeting based on registration or first-party data. When our users register, they are providing their age and then their location based on their IP address. So the targeting becomes very, very robust.” —Jon Hales, Canada country anager, Spotify
  42. 42. © 2015 eMarketer Inc. 4. Voice Search Mobile Will Transform Behavior
  43. 43. © 2015 eMarketer Inc.
  44. 44. © 2015 eMarketer Inc. Investment in mobile search advertising in Canada will surge 55.1% in 2016 to pass CA$1 billion
  45. 45. © 2015 eMarketer Inc. Recap 6 marketer trends in 2016 – IoT - The New Utility of Beacons – Immersive Content - Programmatic – Digital Out-of-Home - Email’s Comeback 4 consumer trends in 2016 – Time with Mobile - Wearables – Streaming - Voice Search
  46. 46. © 2015 eMarketer Inc. For more information on this subject, see the related report at Thank You! Paul Briggs Analyst, Canada December 3, 2015