Important Trends for Programmatic Advertising in Canada

Programmatic advertising is an automated, technology- driven method of buying digital display ad placements. Before we dive into the trends, let’s begin with a few definitions.

  • Real-time bidding (RTB): Auction-based approach used to buy or sell impression- level inventory. Auctions can be either open exchange or private marketplace.
  • Open exchange: Public RTB auctions open to all buyers and sellers; also called open auction, open exchange or open marketplace.
  • Private marketplace (PMP): Auction owned by a single publisher or a small group of publishers and open only to an invite-select group of buyers; also called a private exchange or private auction. These are typically executed via normal RTB technology and may include a deal ID—a tag that notifies the auction that a specific buyer has some sort of preferential treatment, whether in price or priority.
  • Programmatic direct: Non-auction-based approach to buying or selling ad inventory, not at the impression level. Programmatic direct deals can be orchestrated via pre- existing RTB technology, through publisher-owned APIs such as on social sites, or via self-service user interface or deal discovery tools. Programmatic direct deals specify a fixed price and may or may not guarantee fixed inventory amounts.

Now, let’s jump into the important trends for programmatic advertising in Canada.

Programmatic ad spending’s 2019 growth will be 22.6%.

Programmatic is the primary method of transacting in digital display. The programmatic share of display ad will reach 74.1% in 2019.

Programmatic direct exceeds both open and private marketplace RTB spend combined.

Mobile programmatic outlays exceeded desktop for the first time in 2016. In 2018, mobile accounted for almost three-quarters (73.5%) of total programmatic investments, and will increase to 79.0% in 2019.

Mobile programmatic spend will increase 31.7% in 2019.

Mobile programmatic accounts for the majority of mobile display. Programmatic’s share of display ad spending will be 73.0% in 2019.

Source: eMarketer

The Ever-Increasing Total Media Ad Spend in Canada

Mobile’s ad spending share exceeded time spent share for the first time in 2018.

Growth in total media ad spending will be 6.6% for 2019.Digital’s share of total media ad spending will reach 57.6% by 2021.

Digital ad spending’s growth rate is projected to be 14.0% in 2019.

Digital’s share of total media ad spending will pass 50% for the first time this year. By 2021, digital will account for almost 60% of total media ad outlays.

Search is the leading digital ad format and will maintain that position through 2021. Digital display accounts for most of the balance of digital expenditures, and will increase its share of digital over the next few years.

Mobile ad spending growth is massive: 37.7% in 2018 and 23.0% in 2019.

Video advertising outlays will grow 15.3% in 2019 and continue to gain through 2021.

Source: eMarketer

How Time is Spent Across Media in Canada

The share of time spent with media continues to shift toward digital in Canada. Digital will eclipse 50% of adults’ total media time in 2019 for the first time.

Note: All estimates for time spent with media are for those ages 18 and older; time spent with each medium includes all time spent with that medium, regardless of multitasking.

TV still commands the largest share of media time, by a wide margin. Mobile’s share of total media time continues to climb, while desktop/laptop holds steady.

Media time on mobile phones is almost double the time spent on tablets. It’s estimated that daily smartphone time totaled 1 hour, 51 minutes in 2018, accounting for all but 1 minute of daily mobile phone time.

Daily digital media time will climb to 4 hours, 53 minutes in 2019.

The increase in time spent with digital in 2018 was 2.4% and will increase a further 1.7% in 2020. These low annual increases indicate near saturation of digital tools for media consumption.

Daily time spent with TV is still strong but is in decline year over year.

Daily TV time declined 2.5% in 2018, and will continue to fall over the forecast period as more people switch to digital formats.

Radio time is still shrinking and will continue to fall through 2020.

Daily radio time declined 2.9% in 2018 and will fall another 2.8% this year. Time with print media will take up just 20 minutes per day for consumers by 2020. By the end of 2018, daily time with print media (newspapers and magazines) declined 5.3% vs. 2017.

Digital’s share of media time in Canada traditionally trails the US and the UK. The gap is similar when looking at those countries’ daily digital minutes in 2018.

Source: eMarketer

8 Effective Media Channels to Advertise In Canada

Advertisement is basically a way of communication with users of a product or service. CTA Media is a company specializing in canadian advertising, helping companies come up with original and unique concepts that are out of the box and cost-effective.

Our advertising team begins with extensive research, conceptualization, followed by media channel exploration, campaign design and implementation, measurement and reporting, finalizing and execution. We are completely committed to recruiting and retailing on the most talented and knowledgeable media experts.

Without further ado, let’s dive into the wide range of media channels to advertise in Canada:

1. Advertising in Canadian Newspapers and Magazines

Print media is an important part of a well rounded marketing mix. For example Newspapers can provide you a lot of opportunities, while magazines helps you to connect with the targeted or specific audience.

The repetition of print advertisement means if you decide to display it more than once targeted audience will see it again and again. This will increase the brand awareness each time your advertisement is run. If this print media is used as a part of the integrating marketing campaign then these ads can drive business to your ads.

Magazines have their own advantages and they are as following:

  • Mostly magazines are read by highly specific audiences because there are specific magazines for various topics.
  • People hold magazines longer than newspapers which make possibility to see your advertisement more than once.
  • Magazines designs are more captivating than newspapers. Magazines typically have glossy finishes and full colour for strong creative design.
  • Magazines also represent status: Some of the magazines are well respected in their field, So the advertisement in these magazines increase the prestige by the association.

Want to advertise in top Canadian newspapers and magazines? We can help. We design and advertise in top Canadian newspapers like LA Press, The Kit, The Toronto Star, and With Metroland. With magazine advertising alone, you can put your message in front of over 200,000 of Canada’s most dominant and foremost business decision makers.

2. Advertising on TV in Canada

According to a recent study by Ball State University on the media consumption habits of average Americans, despite the Internet’s steady rise in popularity over the last few years, television remains the dominant medium in most households.

Advertising on local stations and on cable television in Canada can be surprisingly affordable if you understand how to purchase inventory. Some of the advantages to advertising your small business on television include the following:

  • TV reaches a much larger audience than local newspapers and radio stations, and it does so during a short period of time.
  • It reaches viewers when they’re the most attentive.
  • It allows you to convey your message with sight, sound, and motion, which can give your business, product, or service instant credibility.
  • It gives you an opportunity to be creative and attach a personality to your business, which can be particularly effective for small businesses that rely on repeat customers.

3. Advertising on Radio in Canada



Radio advertising offers you the opportunity to deliver a simple yet powerful message to a targeted group of consumers that may be interested in your product or service. Radio advertising allows you to deliver a short and powerful message to your target audience.



4. Programmatic Advertising in Canada

Programmatic advertising is one of the fastest growing forms of media buying in Canada. Put very simply, programmatic is the process buying digital advertising space automatically with computers that use data to decide which ads to buy and how much to pay for them, typically in real time.

The primary benefit of programmatic is the ability to personalize and automate media buys to make ads more relevant for consumers. Factors might include target interests we are trying to reach, on what kind of day, at what scale and on what devices. We review demographic and behaviors based on an individual’s internet consumption habits over time.

5. Canadian Western Living Advertising

We help several brands create stunning multi-channel advertising campaigns targeted at westernized living; including home design and decor, food and wine, and travel through several media types.

6. Cineplex Media Advertising

Share your message with consumers on the Big Screen. We help companies develop interesting video ads for moviegoers, out-of-home display ads for movie theaters or malls. We work with Cineplex to develop exciting ad campaigns that grow your business.

7. Advertising in Metroland

Metroland is an industry leader in reaching local audiences in Canada. For their target communities, they are one of the most trusted sources of local news and shopping information. Ensure your message is seen by advertising with their print and digital media properties, reaching over 5.6 million readers every week. 88% of Metroland’s readers trust that advertising in their properties – more than any other media channel – helps to break through the noise.

8. Out Of Home Advertising In Canada

Out-of-home media advertising is focused on marketing to consumers when they are “on the go” in public places, in transit, waiting (such as in a medical office), and/or in specific commercial locations (such as in a retail venue). OOH advertising formats fall into six main categories: billboards, street, roads, highways, transit, and alternative.

We’ve Only Scratched The Surface

The Canadian media marketplace is vast, with media options comprising of:

  • Radio
  • Pre-roll video
  • Last minute / remnant inventory
  • Out-of-home
  • Magazines
  • Programmatic digital
  • Live read traffic radio and TV
  • Premium digital solutions
  • Newspapers
  • Television advertising, long and short form

CTA Media is known for our expertise in Canadian advertising and unparallelled performance. We can help you plan and build exclusive ad campaigns that not only stand out, but outperform the competition. Contact us today!

What You Need To Know About Digital Marketing in Canada

Digital marketing in Canada is getting bigger and bigger every single day. In the modern era, nearly everything is done online. From mobile to video, digital marketing has seeped into everything we do on a daily basis. For businesses, this represents a tremendous opportunity to grow, and compliment their offline advertising activities.

Here are a few reasons you should you consider digital advertising in Canada:

  • Around 40% of the population is engaged in digital activities or digitally connected. If your business is involved in digital advertising, then you definitely can target a lot of potential customers.
  • Digital advertising has now become the largest media category, surpassing television. The growth of digital advertising continues to grow year over year.
  • Digital advertising provides businesses and advertisers with a large variety of options, from video ads on YouTube to mobile ads on Facebook or Google.
  • Digital advertising allows advertisers to target their consumers by precise demographics, such as location, age, gender, time of day, day of week, interests, geography, and so much more.

While traditional media is important, don’t forget to include digital advertising into your budget. When establishing a media plan, we will often factor in the following:

  • Who does the ad need to reach?
  • What is the marketing budget?
  • Conversion goals
  • Frequency of the message
  • Reach of the message
  • How to define success (KPIs)

Suffice it to say, connecting your marketing message with your target is no easy task. But at CTA Media, we’re always up for a challenge. Contact us today to grow your business in Canada today!

What is Multimedia Marketing?

Multimedia marketing is exactly what the name implies – it is a method of combining different forms of media to reach your audience and build brand recognition. The approach uses traditional media such as radio, newspaper ads, and direct mail, as well as digital channels such as email, mobile, and social media.

Many businesses that have done well using only traditional media are reticent to adopt a multimedia marketing approach that incorporates digital channels, but this is asking for trouble. According to a 2012 Survey by Pew Research Center, 62% of U.S. adults used their smartphone to get information or help them make a purchasing decision in the last month. Specifically, 30% used their smartphone to decide whether to visit a business.

Typically, multimedia components are divided into:

  • Text. This refers to written documents, the words seen in handouts, powerpoint presentations, Web sites, and reports. One of the most simple types of media, text is also used to communicate the most information and appears in conjunction with visual aids.
  • Audio. This is the sounds that often accompany visual presentations. Sound by itself can be used in radio broadcasts or online audio files, but in multimedia presentations audio is used as a complementary media. Sound effects can help make a presentation more memorable, while hearing the main points of information spoken can help listeners focus.
  • Still images. Photographs, taken either by digital or analog means, are an important part of multimedia productions. Well-placed visual aids can explain concepts with clarity.
  • Animation. Animations are graphics that move, accompanied by audio effects.
  • Video. Video media is used to spread interviews, create movies, and post personal updates to communicate business messages. Currently, businesses can use videos online or create CDs to spread for instructional use within their company.
  • Interactivity . The newest form of multimedia, interactivity, is a computer-based tool which allows users to choose to learn different parts of information on their own terms. By highlighting or choosing links and sections, users can manipulate the information environment, examining whatever knowledge is important to them.

Speed up your promotional strategy in Canada with an effective multimedia advertising company, like CTA Media based in the United States. We provide a wide range of advertising services to help our clients improve upon their visibility as well as brand presence all across the web. Whether you are looking for calendars printing, magazine, TV, or other advertising strategies, our experts offer dedicated services in every field.

With the goal to increase the visibility or spread out the message, we look into every aspect is essential, keeping organization’s objective and needs in mind. CTA Media a full-service media agency specializing in launching remarkable work for premium, luxury and aspirational brands in the USA. Our advertising team has a proven ability to turn brands into market and industry leaders in Canada, and to create a brand platform that distinguish our clients from their competition, while delivering against key performance goals. Contact us to speak with Canadian media specialist today!

 

The Top 5 Media Companies in Canada

When you want to advertise in Canada, it’s natural to only want to work with the best of the best.

Below, you’ll find our ranking of the top 5 media companies in Canada. We have partnerships with most of the top Canadian media companies, so if you want to advertise in Canada contact us we will make easy to run the advertisement campaign in Canada. Here is the list of these top 5 companies:

CanWest Global Company

Canwest Global Corporation is one of the biggest private sector Television Broadcasting Company in Canada. This organization was founded in 1974 by Gerald W. Schwartz, Izzy Asper. It’s headquarters is in Winnipeg, Manitoba at Canwest Place. It holds a number of Radio and Television Broadcasting Assets in a number of countries primarily in Canada. Although it owns a number of television stations in Canada, still they are trying to establish a third Canadian network to compete with government owned CBC and CTV. Canwest continued to expand internationally and exploring new opportunities in other parts of media spectrum.

Bell Media

Bell Global Media is second most reputed Media Company in Canada. It was founded in late 1960 by Bassett and Eaton families, Joel Aldred and Ted Rogers, and Foster Hewitt in a much smaller role. Initially the name of this organization was Baton Aldred Rogers Broadcasting ltd. In 2011 its name was changed as Bell Media. Bell Media provides Broadcasting and Production Services in Television, Radio, Digital Media and Internet Properties including Sympatico.ca It also offers Out of Home Digital Advertising with companies more than 30,000 advertising faces.

Quebecor Media

Quebecor is the third largest Mass Media Company in Canada established in the year of 2000. Its head office is in Montreal, Quebec, Canada.  Its products are Cable Television, Newspaper and Broadcasting. This company has assets in telecommunications, entertainment, culture, and news media. It also owned most popular Magazines some of them are Canadian Living, The Hockey News, Elle Canada and Style at Home. It also tries to maintain its position in Digital Marketing Field. Overall, Quebecor is a full service mass media company providing advertising services in Canada.

Torstar Corporation

Torstar is the fourth and foremost media company in Canada founded in the year of 1958. The head office of Torstar is situated in One Yonge Street Toronto, Ontario. Employee’s strength in Torstar is more than 4000 and its President is John Boynton.  All the major operations of Torstar are divided into three main divisions which are Star Media Group, Metroland Media Group, and Digital Ventures (VerticalScope). Torstar is listed in Toronto Stock Exchange. It has grown its portfolio operations in Canada, United States and more around the world.

Rogers Communication

Rogers Communication is the fifth largest media communication company in Canada established in the year of 1983. It’s headquarter is in Toronto providing services throughout Canada. It provides services in the field of cable television, Internet access and video retailing through Rogers Cable, Toronto Star Advertising, Out of Home Advertising in Canada, Western Living Advertising, Bell Media Advertising, and Rogers Media Advertising.

CTA Media is a media research, strategy, planning and buying group specializing in Canadian advertising. Our team is filled with experts with experience navigating the Canadian media landscape. We pride ourselves in understanding client goals and developing a unique and effective targeting strategy for each campaign. We’re focused on utilizing all media channels to drive value and discover actionable insights that create value for our clients. Contact us today!

Powerful Advantages of Canadian Magazine Advertising

Canadian magazine advertising is the powerful way to make your advertisement campaign successful.

Canadian readers consume approximately 90% of the pages within any given magazine. If you have a national product, magazine advertising is a must-have component of your marketing to help you to connect with the targeted or specific audience.

Magazines have several powerful advantages to be aware of:

  • Mostly magazines are read by highly specific audiences because there are specific magazines for various topics.
  • People hold magazines longer than newspapers which make possibility to see your advertisement more than once.
  • Magazines designs are more captivating than newspapers. Magazines typically have glossy finishes and full color for strong creative design.
  • Magazines also represent status: Some of the magazines are well respected in their field, so the advertisement in these magazines increase the prestige by the association.

The repetition of print advertisement means if you decide to display it more than once targeted audience will see it again and again. This will increase the brand awareness each time your advertisement is run. If this print media is used as a part of the integrating marketing campaign then these ads can drive business to your ads.

Want to advertise in top Canadian magazines and newspapers? We can help. We design and advertise in top Canadian newspapers like LA Press, The Kit, The Toronto Star, and With Metroland. With magazine advertising alone, you can put your message in front of over 200,000 of Canada’s most dominant and foremost business decision makers.

CTA Media is a media research, strategy, planning and buying group specializing in Canadian advertising. Our team is filled with experts with experience navigating the Canadian media landscape. We pride ourselves in understanding client goals and developing a unique and effective targeting strategy for each campaign. We’re focused on utilizing all media channels to drive value and discover actionable insights that create value for our clients. Contact us today!