Canada Digital Advertising Market Report 2020
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Report Summary
“The COVID-19 pandemic has put significant pressure on businesses and this has resulted in a stricter approach to spending, undoubtedly affecting ad spend. As consumers spend ample time performing online activities that have been replaced by those done in-person, an emphasis on digital advertising is critical for businesses of all sizes to stimulate awareness and growth moving forward. Brands that boost their digital marketing efforts will be in an effective position to connect and communicate with their target audience.”
– Andrew Zmijak, Research Analyst, Consumer Behaviour
This Report looks at the following areas:
- The impact of COVID-19 on the digital advertising industry.
- How the digital advertising market will fare post-COVID-19.
- Explores digital ad exposure, attitudes toward TV commercials, online ad behaviours, digital ad success and attitudes towards advertising.
- Examines the challenges the digital advertising market faces, explores market factors impacting the category, marketing and advertising campaigns, as well as innovations and trends this market is experiencing.
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- What you need to know
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Executive Summary
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- Top takeaways
- Market overview
- Impact of COVID-19 on digital advertising
- Summary
- Figure 1: Short-, medium- and longer-term impact of COVID-19 on digital advertising, December 2020
- Opportunities
- Video streaming and social media are appealing mediums
- Getting consumers to laugh
- Consumers are receptive to brands exhibiting noble acts during COVID-19
- Challenges
- Repeated ads can get annoying
- Viewers are being exposed to ads of no interest to them
- How the crisis will affect wellbeing and drive experiences
- Figure 2: Mintel Trend Driver Technology
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The Market – Key Takeaways
- An evolving retail landscape and its effects on digital advertising
- Challenging times for news organizations
- Projected increase in immigration will help to drive growth
- The Canadian economy recovers slightly after a shaky spring
- An evolving retail landscape and its effects on digital advertising
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Market Factors
- An evolving retail landscape and its effects on digital advertising
- Challenging times for news organizations
- Figure 3: Rogers Media quarterly revenues, Q1 2018-Q4 2020
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- Figure 4: Postmedia quarterly total revenues, Q1 2019-Q4 2020
- Projected increase in immigration will help to drive growth
- Figure 5: Immigrants as a proportion of Canadian population, 1871-2036
- The Canadian economy recovers slightly after a shaky spring
- Figure 6: Canadian unemployment rate, November 2019-November 2020
- An evolving retail landscape and its effects on digital advertising
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Companies and Brands – Key Takeaways
- Addressing current social issues
- Food service brands highlight their delivery options
- Uniting during lockdown
- Opportunity to leverage zero-party data
- Addressing current social issues
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Competitive Strategies
- Addressing current social issues
- Figure 7: Dove Instagram post, June 2020
- Figure 8: Nike Instagram post, June 2020
- Food service brands highlight their delivery options
- Figure 9: McDonald’s acquisition email, December 2020
- Figure 10: Wherever You Live | McDonald’s, March 2020
- Uniting during lockdown
- Figure 11: Heineken – The Balcony Orchestra, September 2020
- Figure 12: Heineken | UCL | Never Alone, October 2020
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- Figure 13: Heineken – Cheers to all, February 2020
- Figure 14: Heineken – Cheers to all, February 2020
- Opportunity to leverage zero-party data
- Digital voice assistants have room to expand into marketing
- Addressing current social issues
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The Consumer – Key Takeaways
- A third were exposed to social media ads
- Consumers need a laugh
- Consumers don’t want to see the same ads repeatedly
- Most realize ads come at the cost of free content
- Half are more likely to do business with brands that helped during COVID-19
- A third were exposed to social media ads
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Digital Ad Exposure
- A third of consumers were exposed to social media ads
- Figure 15: Exposure to online ads, August 2020
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- Figure 16: First Visitors, August 2020
- A third of consumers also came across video streaming ads
- Men more likely to be exposed to most forms of digital ads
- Figure 17: Exposure to video streaming ads, by age and gender, August 2020
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- Figure 18: How to Shave: Tips for Getting the Best Shave from Dollar Shave Club, January 2021
- Podcasts and audio streams may be a great place to attract younger consumers
- Figure 19: Exposure to audio-related ads, by age and gender, August 2020
- The effect of social media on younger women
- Figure 20: Exposure to social media related ads, by age and gender, August 2020
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- Figure 21: Melissa Alatorre Instagram post, November 2020
- Email ads, banner ads, pop-up ads and sponsored search results still effective
- Figure 22: Exposure to select digital ads, men vs women, August 2020
- A third of consumers were exposed to social media ads
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TV Advertising
- Consumers are looking for a laugh
- Figure 23: Attitudes toward TV commercials, August 2020
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- Figure 24: Celebrate 40 years of Disney and Make-A-Wish With New Short Film, November 2020
- Figure 25: The Greatest Gift is Family, December 2020
- Commercials can lead younger groups to research a product/service
- Figure 26: Attitudes toward TV commercials, 18-44s vs over-45s, August 2020
- South Asian Canadians are receptive to TV ads
- Figure 27: Attitudes toward TV commercials, South Asian Canadians* vs overall, August 2020
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- Figure 28: Rogers Instagram post, June 2020
- Signalling parents via relevant commercials
- Figure 29: XC60 – The Parents, September 2020
- Figure 30: Attitudes toward TV commercials, parents of children under 18 vs non-parents, August 2020
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- Figure 31: Waze Ads – Bring More Customers to Your business!, May 2020
- Consumers are looking for a laugh
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Online Ad Behaviours and Observations
- Consumers don’t want to see the same ads repeatedly
- Figure 32: Select online ad behaviours, August 2020
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- Figure 33: Digital ad success (select statements), August 2020
- Many notice ads following them
- Figure 34: Select online ad observations, August 2020
- Discounts attract younger women
- Figure 35: Select online ad behaviours and preferences, August 2020
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- Figure 36: Forge of Empires Instagram post, July 2020
- Stimulating engagement among new Canadians will lead to sales
- Figure 37: Select online ad behaviours, New Canadians vs overall, August 2020
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- Figure 38: Digital ad success (select statements), New Canadians vs overall, August 2020
- Consumers don’t want to see the same ads repeatedly
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Attitudes toward Advertising
- Consumers realize ads come at the cost of free content
- Figure 39: Positive attitudes toward ads, August 2020
- Half are more likely to do business with brands that helped during COVID-19
- Figure 40: Attitudes toward COVID-19 and ads, August 2020
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- Figure 41: Honda Canada Instagram post, June 2020
- Figure 42: Vans Canada Instagram post, April 2020
- Many prefer ads that promote sales/discounts over entertaining ads
- Figure 43: Select attitudes toward ads, August 2020
- Consumers realize ads come at the cost of free content
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Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Mintel Trend Drivers
- Abbreviations and terms
- Abbreviations
- Data sources
About the report
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Market
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Consumer
Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Brand/Company
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Data
Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
*databooks not available with UK B2B Industry reports.
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