Canadian Research, Insights, and Inspiration
The phone is a powerful tool. It's key for marketers to understand how their consumers use their phone to find information and be there in the moments that matter. Our research shows how Canadians are searching on their phones and how this leads to online and offline conversions.
Canadian YouTube Leaderboards
As spring finally arrives, we share the YouTube ads most viewed in Canada during March. We watched how technology can connect us in many ways. We listened to messages empowering those feeling vulnerable, and moving those idly standing by. Lastly, GoPro dominated with a final call out to hockey.
Canadians have a reputation for being fiercely loyal to their financial institutions, so how does a bank attract new customers? Target a group of consumers who are more likely to be interested in switching. Millennials make up 33% of the banking population, are 50% more likely to change and make a change more quickly. They're the ideal candidates and, better still, they spend an extensive amount of their time online where they are most influenced.
Canadian Case Studies
When Canada's largest online bank rebranded from ING Direct to Tangerine, its introduction strategy was as innovative as it was successful. A pioneering, contextual advertising campaign was launched on YouTube and not only delighted users with over 8 million impressions, but had positive impact on brand recall, brand awareness and contributed to recognition as "Canada's Most Digital Bank." It started with a Google Brandworks session that brought together the insights, client, agency, and brought home accolades.
A lot has changed for marketers over the years, but one thing remains constant: the need to connect with and move an audience in the moments that matter. Brand marketers are beginning to truly embrace programmatic buying to do just that. The challenge is, many marketers don't know where to start. To help, we're pleased to share this five-step guide to provide context and ideas for how marketers and their agencies can successfully employ programmatic buying.
Canadian Research Studies
Developing a strong connection between a retailer's online and offline presence is not just an important way to reduce costs and build brand, but it's become an expectation from an increasingly digital savvy consumer. Canadians are some of the world's most connected citizens, but 68% of online shoppers purchase from retailers headquartered outside of Canada. The L2 digital think tank examined 50 Canadian retailers to better understand why.
When 50% of online Canadian adults own a smartphone and 51% report having their smartphone, their tablet or a PC with them while they watch TV, behaviors change. A new study from Google finds that Canadians search on a second device while watching TV or video, changing viewing habits and ultimately how they shop. Simultaneous multi-screening is now a part of Canadian life and marketers can optimize their media investments and performance by understanding this impact. Learn more in the research study below.