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CEO, Noise Digital
Marketers aren’t getting the reach they used to with traditional TV buys as more Canadians cut the cord, and instead are finding more lucrative advertising opportunities in the digital space. Trevor Carr, CEO of Noise Digital—an integrated digital marketing agency with a focus on data activation—spoke with eMarketer’s Sean Creamer about the challenges of advertising across TV and digital at a time when the TV commercial is losing its luster.
eMarketer: What’s causing brands to scrutinize their TV strategies in Canada?
Trevor Carr: The last couple of years have led to a watershed moment, where brands don’t know if consumers see the 30-second TV spot they’re spending millions of dollars on a year. Most Canadians have devices like DVRs and skip these commercials. If brands lack viable digital options to get their video message out, their video marketing strategy will be in trouble.
Percent of Ad/Marketing Budget Allocated to Traditional* vs. Nontraditional** Agencies According to US Senior Marketers, Oct 2017 (% of respondents)
Current vs. Planned* Allocation of Digital Ad/Marketing Budget to Software/In-House Automation According to US Senior Marketers, Oct 2017 (% of respondents)
Expected Change in 2018 Digital vs. Total Ad/Marketing Budget According to US Senior Marketers (% of respondents)
Factors that US Senior Marketers Consider When Selecting an Ad/Marketing Software Vendor, Oct 2017 (% of respondents)
US Senior Marketers Who See Dollars from Traditional IT Budget Reallocated to Ad/Marketing Budget due to Digital, Oct 2017 (% of respondents)
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