8
DIGITAL ADVERTISING CANADA, AUGUST 2018
DIGITAL ADVERTISINGCANADA, AUGUST 2018
BETTER FOR YOU EATING TRENDS, US - AUGUST 2018 2
© Mintel Group Ltd. All rights reserved.
OVERVIEWWhat you need to know
The vast majority of Canadian consumers regularly view digital ads, whether via a computer, mobile device and/or news feed. Additionally, most consumers are also exposed to digital ads on a daily basis. Although most see digital ads frequently, frustration and avoidance of such ads is prominent among Canadians, especially older segments of the population. Younger consumers though, display positive sentiment towards the category and are more likely to click on digital ads to learn more about a product and/or service. Advertisers face challenges in attracting certain groups; however, they have opportunity to do well through appropriate ad formats and suitable offerings based on the behaviours and attitudes of these cohorts.
Definitions
This Report focuses on digital advertising, which Mintel has defined as inclusive of internet-based static and video banner ads, newsfeed ads, social media ads, and ads in apps.
Ad formats excluded from this Report include search, email, digital audio ads, and all non-internet-based ad formats.
This Report also 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. The Report covers frequency of ad viewership by type of ad, comparison of ad formats, and attitudes towards mobile ads, native ads, and video display ads.
DIGITAL ADVERTISING, CANADA - AUGUST 2018 3
© Mintel Group Ltd. All rights reserved.
REPORT CONTENT
OverviewWhat you need to knowDefinitions
Executive SummaryThe issues
Older cohorts less likely to click on most types of adsFigure 1: Comparison of ad formats, 18-44s vs over-45s, June 2018Consumer frustration with mobile ads apparentFigure 2: Attitudes towards mobile ads, June 2018Close to half rid video display ads as soon as possibleFigure 3: Attitudes towards video display ads, June 2018
The opportunitiesYounger consumers more likely to see digital adsFigure 4: Daily ad viewership, by age, June 2018Parents hold positive attitudes towards mobile adsFigure 5: Attitudes towards mobile ads (select), parents vs overall, June 2018Over a third sometimes click on native adsFigure 6: Attitudes towards native ads, June 2018
What it means
The Market – What You Need to KnowEstimated growth of 18-44s will benefit categoryHigh smartphone ownership bodes well for digital advertisersThe effects of improved perceptions of financial health
Market FactorsProjected growth of 18-44s will benefit the category
Figure 7: Projected trends in the age structure of the Canada population, 2014-19Figure 8: Tide, Super Bowl LII Commercial, It’s a Tide Ad, February 2018
High smartphone ownership bodes well for categoryThe effects of improved perceptions of financial health
Key Players – What You Need to KnowEmotional ads for Canada’s 150th birthdayPolitical ads on social media target votersAd budgets are migrating more to digitalNegative sentiment prevailsNew ad channel via AR integrated through social media
Marketing and AdvertisingEmotional advertising for Canada’s 150th birthday
Figure 9: It’s Canada’s Birthday, June 2017Figure 10: Tim Hortons #Canada150 – Born on Canada Day, June 2017
Political ads on social media target votersFigure 11: Don’t Give the Conservatives or the NDP a Blank Cheque, June 2018Figure 12: Better Never Stops, May 2018
Subway’s take on Greek foodFigure 13: MAKE IT GREEK – NEW GREEK COLLECTION | SUBWAY, April 2018
DIGITAL ADVERTISING, CANADA - AUGUST 2018 4
© Mintel Group Ltd. All rights reserved.
What’s Working?Advertising budgets are migrating more to digitalInstagram’s native advertising feature
What’s Struggling?Negative sentiment prevailsData breach targets consumers via ads
What’s Next?Augmented reality integrated through social media
The Consumer – What You Need to KnowViewership of digital ads is fairly universalOne fifth most likely to click a video ad on a website seen on a computerMen lean towards computer ads whereas women to social mediaLeading sentiment points to frustration with mobile adsOver a third sometimes click on native adsNear half of consumers rid video display ads as soon as possible
Frequency of Ad ViewershipViewership of digital ads is fairly universal
Figure 14: Frequency of digital ad viewership, June 2018Figure 15: Frequency of ad viewership, by ad type, June 2018
Viewership of computer ads slightly higher on averageFigure 16: Frequency of ad viewership, by type of ad, June 2018
Younger consumers more likely to view digital adsFigure 17: Daily ad viewership, by age, June 2018
Younger men driving gender differencesFigure 18: Overall ad viewership (select), men 18-44 vs women 18-44, June 2018
Comparison of Ad FormatsOne fifth of consumers are most likely to click on a video ad on a website seen on a computer
Figure 19: Comparison of ad formats, June 2018Men more likely to click on computer ads, women on social media adsFigure 20: Comparison of ad formats, men vs women, June 2018Younger cohorts more likely to click on most types of adsFigure 21: Google Photos: Best Picture, February 2017Figure 22: Comparison of ad formats, 18-44s vs over-45s, June 2018Parents also more likely to click on adsFigure 23: Comparison of ad formats, parents vs overall, June 2018
Attitudes towards Digital AdsLeading sentiment points to frustration with mobile ads
Figure 24: Attitudes towards mobile ads, June 2018Older consumers much more likely to never pay attention to mobile ads
Figure 25: Attitudes towards mobile ads (select), 18-44s vs over-45s, June 2018Parents display positive sentiment towards mobile ads
Figure 26: Attitudes towards mobile ads (select), parents vs overall, June 2018Over a third sometimes click on native ads
Figure 27: Attitudes towards native ads, June 2018Younger cohorts tend to show more interest in native adsFigure 28: Attitudes towards native ads (select), 18-44s vs over-45s, June 2018
Near half of consumers rid video display ads as soon as possibleFigure 29: Attitudes towards video display ads, June 201818-44s more inclined towards video display adsFigure 30: Heineken | Worlds Apart | #OpenYourWorld, April 2017Figure 31: Attitudes towards video display ads (select), 18-44s vs over-45s, June 2018
DIGITAL ADVERTISING, CANADA - AUGUST 2018 5
© Mintel Group Ltd. All rights reserved.
Appendix – Data Sources and AbbreviationsData sources
Consumer survey dataConsumer qualitative research
Abbreviations and termsAbbreviations
DIGITAL ADVERTISING, CANADA - AUGUST 2018 6
© Mintel Group Ltd. All rights reserved.
DATABOOK CONTENT
Standard demographics you can expect to see tracked in our Databooks:
• Age and income• Age• Area• Born in Canada• Children in household• Education• Employment• Family structure• Financial situation• Gender and age• Gender and marital status• Gender• Generation• Household income• Household size• Housing situation• Language primarily spoken in the home• Marital status• Mobile device ownership• Number of children of any age in household• Number of children under 18 in household• Parental status by gender• Parental status• Race and origin• Race• Region• Sexual orientation• Social media• Visit social media websites daily• Visit social media websites weekly
Consumer Research
Q1 How often do you see the following types of ads appear on websites, computers, and mobile devices (eg smartphones and tablets)?Q1 How often do you see the following types of ads appear on websites, computers, and mobile devices (eg smartphones and tablets)?, by demographicsQ2 How often do you see the following types of ads appear on websites, computers, and mobile devices (eg smartphones and tablets)? - NET - Any ad viewingQ2 How often do you see the following types of ads appear on websites, computers, and mobile devices (eg smartphones and tablets)? - NET - Any ad viewing, by demographicsQ3 How often do you see the following types of ads appear on websites, computers, and mobile devices (eg smartphones and tablets)? - NET - At least monthlyQ3 How often do you see the following types of ads appear on websites, computers, and mobile devices (eg smartphones and tablets)? - NET - At least monthly, by demographicsQ4 How often do you see the following types of ads appear on websites, computers, and mobile devices (eg smartphones and tablets)? - NET - MAX COLQ4 How often do you see the following types of ads appear on websites, computers, and mobile devices (eg smartphones and tablets)? -
DIGITAL ADVERTISING, CANADA - AUGUST 2018 7
© Mintel Group Ltd. All rights reserved.
NET - MAX COL, by demographicsQ5 Which of these are you most likely to click on to learn more about the product advertised? Please select up to three.Q5 Which of these are you most likely to click on to learn more about the product advertised? Please select up to three., by demographicsQ6 Which of the following statements about ads on smartphones or tablets do you agree with? Please select all that apply.Q6 Which of the following statements about ads on smartphones or tablets do you agree with? Please select all that apply., by demographicsQ7 Which of the following statements about ads in social media feeds or news feeds do you agree with? Please select all that apply.Q7 Which of the following statements about ads in social media feeds or news feeds do you agree with? Please select all that apply., by demographicsQ8 Which of the following statements about video ads on websites do you agree with? Please select all that apply.Q8 Which of the following statements about video ads on websites do you agree with? Please select all that apply., by demographics
Demographics By Demographics
Demographics by demographics
© 2018 Mintel Group Ltd. All rights reserved.Confidential to Mintel.
Published by Mintel Group Ltdwww.mintel.comemail: [email protected]
Help desk
DisclaimerTerms and Conditions of useAny use and/or copying of this documentis subject to Mintel‘s standard terms andconditions, which are available athttp://www.mintel.com/legalIf you have any questions regardingusage of this document please contactyour account manager or call your localhelpdesk.
UK +44 (0)20 7778 7155
US +1 (312) 932 0600
Australia +61 (0)2 8284 8100
Japan +81 (3) 5456 5605
China +86 (21) 6386 6609
Singapore +65 (0) 6653 3600
