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© 2017 eMarketer Inc.
Digital Trends in Canada—What You
Need to Know for 2017
Paul Briggs
Senior Analyst, Canada
May 11, 2...
© 2017 eMarketer Inc.
Today’s agenda: Obstacles and opportunities for
marketers in 2017
Obstacles
 Cleaning up digital
di...
© 2017 eMarketer Inc.
Cleaning Up Digital
Display
© 2017 eMarketer Inc.
Display is a
huge chunk of
digital ad
spending,
amounting to
an estimated
CA$2.30 billion
this year
...
© 2017 eMarketer Inc.
Today’s online and mobile display ad
environment faces a triple threat
 Ad fraud: Putting into ques...
© 2017 eMarketer Inc.
Brand and agency marketers in Canada rate
ad fraud as the biggest issue with digital display
Percent...
© 2017 eMarketer Inc.
Execs in Canada acknowledge the obstacle
“Digital content
has evolved,
and online
advertising,
inter...
© 2017 eMarketer Inc.
Viewability
rates in
Canada
exceed those
of similar
digital
economies
#eMwebinar
© 2017 eMarketer Inc.
2016 ad blocking estimates for Canada are lower
compared with those in the US and the UK
17%Internet...
© 2017 eMarketer Inc.
Getting Multitouch
Attribution Right
© 2017 eMarketer Inc.
Defining attribution
 Attribution is the process of assigning credit to certain
marketing activitie...
© 2017 eMarketer Inc.
But less than
half of
marketers
worldwide use
attribution to
measure
marketing
effectiveness
#eMwebi...
© 2017 eMarketer Inc.
Multitouch attribution is essential in finding the
right marketing investment mix
“There’s a need fo...
© 2017 eMarketer Inc.
The evolution of attribution
Traditional
 Econometrics,
marketing-mix
modeling
 Inputs include GRP...
© 2017 eMarketer Inc.
Understanding
the customer
journey
requires a
plethora of
data inputs
#eMwebinar
© 2017 eMarketer Inc.
And among
those that do
attempt to
measure, the
majority use
rudimentary
analytics
tools
#eMwebinar
© 2017 eMarketer Inc.
Big Data-Driven
Marketing
© 2017 eMarketer Inc.
Big data marketing is built over years—not
weeks or months
Choosing a platform for data collection
T...
© 2017 eMarketer Inc.
Turning data into targeting smarts
“Marketers are gathering a lot of data
but they’re not quite sure...
© 2017 eMarketer Inc.
But it’s
complex: No
fewer than
nine tech
tools were
identified as
important by
data
marketers
#eMwe...
© 2017 eMarketer Inc.
Confidence in
marketing
tech for
audience data
is mixed
#eMwebinar
© 2017 eMarketer Inc.
Tech can bring much needed confidence
"A lot of advertiser confidence depends on what
technologies t...
© 2017 eMarketer Inc.
The internet of things (IoT): sensors, sensors
everywhere
114M
number of IoT connections in Canada b...
© 2017 eMarketer Inc.
Brand Publishing
© 2017 eMarketer Inc.
Content is winning the battle for time
“People used to vote with their wallets, and now
they vote wi...
© 2017 eMarketer Inc.
Content marketing vs. brand publishing
 Content marketing
– Associated with early stages of the sal...
© 2017 eMarketer Inc.
Content that informs, educates, entertains and
inspires all hit a compelling note
#eMwebinar
© 2017 eMarketer Inc.
A video
scorecard
from Q1 2017
in Canada:
WestJet is
tops
#eMwebinar
© 2017 eMarketer Inc.
Examples of brand publishing in Canada
 WestJet’s ‘Christmas Miracle’
 Launched in 2013, but
ongoi...
© 2017 eMarketer Inc.
Paid
amplification
of content:
Native ads in
social feeds
most often tie
back to
branded
content
#eM...
© 2017 eMarketer Inc.
Augmented
and Virtual Reality
© 2017 eMarketer Inc.
AR and VR have the potential to be breakthrough
new media formats
“Brands should get in early on
aug...
© 2017 eMarketer Inc.
The Content Continuum
Basic
Websites
White papers
Product collateral
Engaging
Video
Blog posts
Infog...
© 2017 eMarketer Inc.
Annual VR and AR shipments will grow tenfold
between 2016 and 2021 globally
#eMwebinar
© 2017 eMarketer Inc.
Specific to Canada …
US$500M
IDC estimate of the AR/VR market in Canada in 2017
230%
CAGR through 20...
© 2017 eMarketer Inc.
But consumers in Canada have had little
exposure to VR headsets to date
#eMwebinar
© 2017 eMarketer Inc.
Agency and brand interest in VR is high
“About a year ago, every agency in our
backyard was knocking...
© 2017 eMarketer Inc.
Immersive campaigns hit their stride this year
 Clorox Brita/WE ‘Clean
Water Project’ featuring
Irk...
© 2017 eMarketer Inc.
Recap
 Digital display, especially banners and pre-roll, requires
a rethink.
 Attribution has evol...
Copyright © 2017, Oracle and/or its affiliates. All rights reserved.
The Canadian E-Retail
Opportunity
Greg Zakowicz
Greg....
Copyright © 2017, Oracle and/or its affiliates. All rights reserved.
Bronto Software: The Canadian E-Retail Opportunity
• ...
Copyright © 2017, Oracle and/or its affiliates. All rights reserved.Copyright © 2017, Oracle and/or its affiliates. All ri...
Copyright © 2017, Oracle and/or its affiliates. All rights reserved.Copyright © 2017, Oracle and/or its affiliates. All ri...
Copyright © 2017, Oracle and/or its affiliates. All rights reserved.
Bronto Software: The Canadian E-Retail Opportunity
72...
© 2017 eMarketer Inc.
Learn more about digital marketing with an
eMarketer corporate subscription
Around 200 eMarketer rep...
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eMarketer Webinar: Digital Trends in Canada—What You Need to Know for 2017

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This year, marketers in Canada are eager to clean up digital display and get multi-touch attribution right, among others. Topics in this webinar include: Why investing in data and analytics systems can help marketers better understand today’s complex buyer journey; How marketers are combating ad blocking, ad fraud and inconsistent viewability metrics; Why brands are ready to allocate more dollars toward immersive technologies like virtual and augmented reality; How marketers are looking at brand publishing and making content marketing a top priority.

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eMarketer Webinar: Digital Trends in Canada—What You Need to Know for 2017

  1. 1. © 2017 eMarketer Inc. Digital Trends in Canada—What You Need to Know for 2017 Paul Briggs Senior Analyst, Canada May 11, 2017 Made possible by
  2. 2. © 2017 eMarketer Inc. Today’s agenda: Obstacles and opportunities for marketers in 2017 Obstacles  Cleaning up digital display  Getting multitouch attribution right Opportunities  Big data-driven marketing  Brand publishing  Augmented and virtual reality #eMwebinar
  3. 3. © 2017 eMarketer Inc. Cleaning Up Digital Display
  4. 4. © 2017 eMarketer Inc. Display is a huge chunk of digital ad spending, amounting to an estimated CA$2.30 billion this year #eMwebinar
  5. 5. © 2017 eMarketer Inc. Today’s online and mobile display ad environment faces a triple threat  Ad fraud: Putting into question the accuracy of impression reporting  Viewability: The percentage of impressions that are seen on a screen and for how long  Ad blocking: Both desktop and mobile #eMwebinar
  6. 6. © 2017 eMarketer Inc. Brand and agency marketers in Canada rate ad fraud as the biggest issue with digital display Percentage of Marketers Naming the Following Issues as a ‘Serious’ or ‘Very Serious’ Threat to Their Business (% share of brand and agency executive responses) #eMwebinar
  7. 7. © 2017 eMarketer Inc. Execs in Canada acknowledge the obstacle “Digital content has evolved, and online advertising, internet advertising, hasn’t.” —Mitch Joel, President, Mirum “Two or three years ago, clients wholeheartedly believed in the numbers. Now you hear about bots or outside influences driving the numbers. I think that shook the absolute faith in the numbers and I think that’s rattled advertiser confidence.” —John Clinton, Chairman, Edelman Canada #eMwebinar
  8. 8. © 2017 eMarketer Inc. Viewability rates in Canada exceed those of similar digital economies #eMwebinar
  9. 9. © 2017 eMarketer Inc. 2016 ad blocking estimates for Canada are lower compared with those in the US and the UK 17%Internet users in Canada who use an ad blocker 24% US internet users who use an ad blocker 19% UK internet users who use an ad blocker Source: IAB Canada/comScore Source: eMarketer Source: eMarketer
  10. 10. © 2017 eMarketer Inc. Getting Multitouch Attribution Right
  11. 11. © 2017 eMarketer Inc. Defining attribution  Attribution is the process of assigning credit to certain marketing activities for specific conversion results Last click assigns credit to the most recent touchpoint or channel providing the last click prior to a conversion (e.g., AdWords, banner ad) Multitouch (aka cross-channel) assigns credit to marketing activities and touchpoints across devices and an expanding number of touchpoints with brands #eMwebinar
  12. 12. © 2017 eMarketer Inc. But less than half of marketers worldwide use attribution to measure marketing effectiveness #eMwebinar
  13. 13. © 2017 eMarketer Inc. Multitouch attribution is essential in finding the right marketing investment mix “There’s a need for marketers to invest in high-quality options early in order to understand multitouch attribution, predict consumer behavior and improve targeting.” —Mario Lemieux, President and Partner, DAC Group #eMwebinar
  14. 14. © 2017 eMarketer Inc. The evolution of attribution Traditional  Econometrics, marketing-mix modeling  Inputs include GRPs, reach, spend, sales data  Executed in advance of media spending Digital  Path analysis using cookies and other web data to analyze actual activity  Executed in real time to optimize using performance data Advanced  De-emphasizing last-click  Cross-device  Multitouch #eMwebinar
  15. 15. © 2017 eMarketer Inc. Understanding the customer journey requires a plethora of data inputs #eMwebinar
  16. 16. © 2017 eMarketer Inc. And among those that do attempt to measure, the majority use rudimentary analytics tools #eMwebinar
  17. 17. © 2017 eMarketer Inc. Big Data-Driven Marketing
  18. 18. © 2017 eMarketer Inc. Big data marketing is built over years—not weeks or months Choosing a platform for data collection The foundation of the “martech stack,” including DMP, with hooks into CRM 1 2 3 4 Selecting which data sources will be input First-party data, mobile device IDs, cookie history Detecting patterns in the data over time Daypart activity, consumer touchpoints, conversion triggers Building predictive models that guide future investment Contextual engagement, product suggestions, loyalty integration
  19. 19. © 2017 eMarketer Inc. Turning data into targeting smarts “Marketers are gathering a lot of data but they’re not quite sure what to do with it. There’s definitely a need to start investing more in data sciences and machine analysis of the data. All the data collected on behavior beforehand almost has to act as your cookie pool.” —Petar Bozinovski, President, Digital, Crucial Interactive Canada #eMwebinar
  20. 20. © 2017 eMarketer Inc. But it’s complex: No fewer than nine tech tools were identified as important by data marketers #eMwebinar
  21. 21. © 2017 eMarketer Inc. Confidence in marketing tech for audience data is mixed #eMwebinar
  22. 22. © 2017 eMarketer Inc. Tech can bring much needed confidence "A lot of advertiser confidence depends on what technologies they have. If they invest in a data management platform, they’re certainly on a route to building the capabilities of managing their own data, and providing first-party data segments to inform how they buy media.” —Chris Williams, Vice President, Digital, Association of Canadian Advertisers (ACA) #eMwebinar
  23. 23. © 2017 eMarketer Inc. The internet of things (IoT): sensors, sensors everywhere 114M number of IoT connections in Canada by 2018 4X the amount from 2013 Source: International Data Corporation (IDC) #eMwebinar
  24. 24. © 2017 eMarketer Inc. Brand Publishing
  25. 25. © 2017 eMarketer Inc. Content is winning the battle for time “People used to vote with their wallets, and now they vote with their time. Content is winning the battle for time because it really is what people want to see, as opposed to the stuff they have to see [in advertising]. ... It really doesn’t matter whether it’s content marketing, native advertising, brand publishing. … You just have to win the battle for time. You’ll never get the wallet if you don’t first get the time.” —Ron Tite, President and CEO, The Tite Group #eMwebinar
  26. 26. © 2017 eMarketer Inc. Content marketing vs. brand publishing  Content marketing – Associated with early stages of the sales funnel, helping to push leads closer to a transaction – Involves creating timely and compelling content via owned, earned and paid channels  Brand publishing – Less attached to sales metrics – It is more journalistic in tone, steering clear of any overt messaging about the brand’s position – Aims to compete with mainstream media for consumer time #eMwebinar
  27. 27. © 2017 eMarketer Inc. Content that informs, educates, entertains and inspires all hit a compelling note #eMwebinar
  28. 28. © 2017 eMarketer Inc. A video scorecard from Q1 2017 in Canada: WestJet is tops #eMwebinar
  29. 29. © 2017 eMarketer Inc. Examples of brand publishing in Canada  WestJet’s ‘Christmas Miracle’  Launched in 2013, but ongoing publishing cadence for key dates on the calendar every year  More than 45 million YouTube views on the original video  Toronto SickKids Foundation ‘VS’ campaign  Launched in 2016  Followed 45 documentary shorts published in 2014 and 2015  Supported with TV
  30. 30. © 2017 eMarketer Inc. Paid amplification of content: Native ads in social feeds most often tie back to branded content #eMwebinar
  31. 31. © 2017 eMarketer Inc. Augmented and Virtual Reality
  32. 32. © 2017 eMarketer Inc. AR and VR have the potential to be breakthrough new media formats “Brands should get in early on augmented and virtual reality. This is a new media; it’s a new platform, much in the same way as we were introduced to the web primarily through the first web browser. It brings us back to that moment in time where an entirely new way to engage with content is being created.” —Mitch Joel, President, Mirum #eMwebinar
  33. 33. © 2017 eMarketer Inc. The Content Continuum Basic Websites White papers Product collateral Engaging Video Blog posts Infographics Immersive 360 video Augmented reality Virtual reality #eMwebinar
  34. 34. © 2017 eMarketer Inc. Annual VR and AR shipments will grow tenfold between 2016 and 2021 globally #eMwebinar
  35. 35. © 2017 eMarketer Inc. Specific to Canada … US$500M IDC estimate of the AR/VR market in Canada in 2017 230% CAGR through 2020 #eMwebinar
  36. 36. © 2017 eMarketer Inc. But consumers in Canada have had little exposure to VR headsets to date #eMwebinar
  37. 37. © 2017 eMarketer Inc. Agency and brand interest in VR is high “About a year ago, every agency in our backyard was knocking on our door to find out what virtual reality was. They tried it out, and then they left extremely excited. What happened, in my belief, is that they'd go to their client, and they didn't know how to sell it. ... A lot of the agencies are coming back for consulting and to help develop pitches and proposals.” —J. Lee Williams, President, Occupied VR #eMwebinar
  38. 38. © 2017 eMarketer Inc. Immersive campaigns hit their stride this year  Clorox Brita/WE ‘Clean Water Project’ featuring Irkaat, Kenya  Launched April 2017  VR experiences at Square One shopping mall  360 video on Facebook and YouTube  Molson Canadian/Sportsnet  Launched February 2017  Google Cardboard-like headset for viewing NHL games  Invent Dev VR for Real Estate, GTA Home & Reno Show  Launched 2016  VR walkthroughs of floorplans with model homes
  39. 39. © 2017 eMarketer Inc. Recap  Digital display, especially banners and pre-roll, requires a rethink.  Attribution has evolved from traditional to multitouch and cross-device models.  Data literacy is a must for marketers.  Brands are acting like publishers, attempting to compete with mainstream media for consumer time.  AR/VR is creating immersive content and more compelling brand engagement.
  40. 40. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. The Canadian E-Retail Opportunity Greg Zakowicz Greg.Zakowicz@Bronto.com www.Bronto.com 1-888-BRONTO1 Info@Bronto.com
  41. 41. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Bronto Software: The Canadian E-Retail Opportunity • Statistics Canada estimates Canadian consumers will spend nearly $18 billion on retail goods with Canadian merchants in 2017. • This suggests that $20 billion in sales will be claimed by foreign e-retailers.
  42. 42. Copyright © 2017, Oracle and/or its affiliates. All rights reserved.Copyright © 2017, Oracle and/or its affiliates. All rights reserved. “E-Commerce in Canada, 2017 edition”, Internet Retailer, 2016 Will sell and ship to consumers in Canada. 36% Of the 1,000 largest global retailers
  43. 43. Copyright © 2017, Oracle and/or its affiliates. All rights reserved.Copyright © 2017, Oracle and/or its affiliates. All rights reserved. “Where We Buy: Consumer Attitudes on Global Ecommerce”, Bronto Software, 2016 “E-Commerce in Canada, 2017 edition”, Internet Retailer, 2016 Online shoppers who have already purchased from outside of their country. CA 67% USA 42% UK 44% AU 72%
  44. 44. Copyright © 2017, Oracle and/or its affiliates. All rights reserved. Bronto Software: The Canadian E-Retail Opportunity 72% of US consumers are open to purchasing from Canada, yet only 20% have done so. Through utilizing an ecommerce technology partner like Bronto, retailers can capture the untapped US market with: • Segmentation • Lifecycle and triggered messages • Cart abandonment messaging • Professional Service consulting Contact Us: Info@Bronto.com | Greg.Zakowicz@Bronto.com | www.Bronto.com | 1-888-BRONTO1
  45. 45. © 2017 eMarketer Inc. Learn more about digital marketing with an eMarketer corporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in: Q&A Session Made possible by You will receive an email tomorrow with a link to view the deck and webinar recording. To learn more: www.emarketer.com/products 800-405-0844 or webinars@emarketer.com Paul Briggs Senior Analyst, Canada Digital Trends in Canada—What You Need to Know for 2017  Canada B2B Marketing: A Maturing Discipline, Underpinned by Marketing Tech  Ecommerce in Canada 2017: The Digital Disruption of Retail  Canada Expenditures StatPack 2017: Consumer Time and Advertiser Dollars

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