Table of Contents
Executive Summary
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- The issues
- Older cohorts less likely to click on most types of ads
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- Figure 1: Comparison of ad formats, 18-44s vs over-45s, June 2018
- Consumer frustration with mobile ads apparent
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- Figure 2: Attitudes towards mobile ads, June 2018
- Close to half rid video display ads as soon as possible
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- Figure 3: Attitudes towards video display ads, June 2018
- The opportunities
- Younger consumers more likely to see digital ads
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- Figure 4: Daily ad viewership, by age, June 2018
- Parents hold positive attitudes towards mobile ads
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- Figure 5: Attitudes towards mobile ads (select), parents vs overall, June 2018
- Over a third sometimes click on native ads
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- Figure 6: Attitudes towards native ads, June 2018
- What it means
The Market – What You Need to Know
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- Estimated growth of 18-44s will benefit category
- High smartphone ownership bodes well for digital advertisers
- The effects of improved perceptions of financial health
Market Factors
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- Projected growth of 18-44s will benefit the category
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- Figure 7: Projected trends in the age structure of the Canada population, 2014-19
- Figure 8: Tide, Super Bowl LII Commercial, It’s a Tide Ad, February 2018
- High smartphone ownership bodes well for category
- The effects of improved perceptions of financial health
Key Players – What You Need to Know
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- Emotional ads for Canada’s 150th birthday
- Political ads on social media target voters
- Ad budgets are migrating more to digital
- Negative sentiment prevails
- New ad channel via AR integrated through social media
Marketing and Advertising
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- Emotional advertising for Canada’s 150th birthday
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- Figure 9: It’s Canada’s Birthday, June 2017
- Figure 10: Tim Hortons #Canada150 – Born on Canada Day, June 2017
- Political ads on social media target voters
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- Figure 11: Don’t Give the Conservatives or the NDP a Blank Cheque, June 2018
- Figure 12: Better Never Stops, May 2018
- Subway’s take on Greek food
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- Figure 13: MAKE IT GREEK – NEW GREEK COLLECTION | SUBWAY, April 2018
What’s Working?
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- Advertising budgets are migrating more to digital
- Instagram’s native advertising feature
What’s Struggling?
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- Negative sentiment prevails
- Data breach targets consumers via ads
What’s Next?
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- Augmented reality integrated through social media
The Consumer – What You Need to Know
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- Viewership of digital ads is fairly universal
- One fifth most likely to click a video ad on a website seen on a computer
- Men lean towards computer ads whereas women to social media
- Leading sentiment points to frustration with mobile ads
- Over a third sometimes click on native ads
- Near half of consumers rid video display ads as soon as possible
Frequency of Ad Viewership
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- Viewership of digital ads is fairly universal
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- Figure 14: Frequency of digital ad viewership, June 2018
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- Figure 15: Frequency of ad viewership, by ad type, June 2018
- Viewership of computer ads slightly higher on average
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- Figure 16: Frequency of ad viewership, by type of ad, June 2018
- Younger consumers more likely to view digital ads
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- Figure 17: Daily ad viewership, by age, June 2018
- Younger men driving gender differences
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- Figure 18: Overall ad viewership (select), men 18-44 vs women 18-44, June 2018
Comparison of Ad Formats
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- One fifth of consumers are most likely to click on a video ad on a website seen on a computer
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- Figure 19: Comparison of ad formats, June 2018
- Men more likely to click on computer ads, women on social media ads
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- Figure 20: Comparison of ad formats, men vs women, June 2018
- Younger cohorts more likely to click on most types of ads
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- Figure 21: Google Photos: Best Picture, February 2017
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- Figure 22: Comparison of ad formats, 18-44s vs over-45s, June 2018
- Parents also more likely to click on ads
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- Figure 23: Comparison of ad formats, parents vs overall, June 2018
Attitudes towards Digital Ads
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- Leading sentiment points to frustration with mobile ads
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- Figure 24: Attitudes towards mobile ads, June 2018
- Older consumers much more likely to never pay attention to mobile ads
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- Figure 25: Attitudes towards mobile ads (select), 18-44s vs over-45s, June 2018
- Parents display positive sentiment towards mobile ads
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- Figure 26: Attitudes towards mobile ads (select), parents vs overall, June 2018
- Over a third sometimes click on native ads
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- Figure 27: Attitudes towards native ads, June 2018
- Younger cohorts tend to show more interest in native ads
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- Figure 28: Attitudes towards native ads (select), 18-44s vs over-45s, June 2018
- Near half of consumers rid video display ads as soon as possible
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- Figure 29: Attitudes towards video display ads, June 2018
- 18-44s more inclined towards video display ads
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- Figure 30: Heineken | Worlds Apart | #OpenYourWorld, April 2017
- Figure 31: Attitudes towards video display ads (select), 18-44s vs over-45s, June 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
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