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

© 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

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

Cleaning Up Digital
Display

Display is a
huge chunk of
digital ad
spending,
amounting to
an estimated
CA$2.30 billion
this year
#eMwebinar

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

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

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

Viewability
rates in
Canada
exceed those
of similar
digital
economies
#eMwebinar

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

Getting Multitouch
Attribution Right

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

But less than
half of
marketers
worldwide use
attribution to
measure
marketing
effectiveness
#eMwebinar

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

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

Understanding
the customer
journey
requires a
plethora of
data inputs
#eMwebinar

And among
those that do
attempt to
measure, the
majority use
rudimentary
analytics
tools
#eMwebinar

Big Data-Driven
Marketing

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

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

But it’s
complex: No
fewer than
nine tech
tools were
identified as
important by
data
marketers
#eMwebinar

Confidence in
marketing
tech for
audience data
is mixed
#eMwebinar

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

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

Brand Publishing

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

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

Content that informs, educates, entertains and
inspires all hit a compelling note
#eMwebinar

A video
scorecard
from Q1 2017
in Canada:
WestJet is
tops
#eMwebinar

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

Paid
amplification
of content:
Native ads in
social feeds
most often tie
back to
branded
content
#eMwebinar

Augmented
and Virtual Reality

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

The Content Continuum
Basic
Websites
White papers
Product collateral
Engaging
Video
Blog posts
Infographics
Immersive
360 video
Augmented reality
Virtual reality
#eMwebinar

Annual VR and AR shipments will grow tenfold
between 2016 and 2021 globally
#eMwebinar

Specific to Canada …
US$500M
IDC estimate of the AR/VR market in Canada in 2017
230%
CAGR through 2020
#eMwebinar

But consumers in Canada have had little
exposure to VR headsets to date
#eMwebinar

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

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

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.

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.

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

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%

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

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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

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

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