Cord-Cutting Is a Wake-Up Call—Not a Threat—in Canada - eMarketer
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eMarketer Interview

Cord-Cutting Is a Wake-Up Call—Not a Threat—in Canada

Preview from eMarketer PRO

An interview with

Trevor Carr

CEO, Noise Digital

Topics: MediaAdvertising

Interview summary

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.