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Consumers in Canada Want Personalized Ads

Advertising in Canada has to keep up with a consumer base that expects personalization

July 17, 2012 | Advertising & Marketing

Internet users in Canada are well versed in advertising. The country’s marketing and ad industry has developed alongside that of the US, and has a long history of its own. However, that maturity means brands must do more for their advertising to stand out, including better personalization and targeting.

According to a May survey from SAS and Leger Marketing, 64% of internet users surveyed in Canada felt that they knew when a company had done its research and produced tailored marketing efforts.

Opinions About Marketing and Promotions According to Internet Users in Canada, May 2012 (% of respondents who agree with the statements)

Another 60% preferred personalized offers and promotions, while 51% would be more likely to consider purchasing a product or service from companies that personalized their ads.

As ad spending totals in Canada mature and growth slows, marketers can use new techniques like social media, mobile and “Big Data” to accurately target their ads. The disruptive, and interactive, effect of mobile advertising can enhance a campaign’s attractiveness to consumers, and as the SAS and Leger Marketing data shows, improve the chances that consumers will purchase.

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Check out today’s other articles, “QR Codes Aren’t Giving Consumers What They Want” and “As Online Video Campaigns Ramp Up, Metrics Present a Challenge.”

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