Canada Content Marketing: The Most Popular Formats and the Potential of Immersive Media - eMarketer
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Canada Content Marketing: The Most Popular Formats and the Potential of Immersive Media

eMarketer Report

By: eMarketer

Published: October 04, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Content marketing is a top priority for digital marketers in Canada. Such efforts include content produced by brands and the paid promotion of it through native advertising formats. Compelling content is done mostly with digital video, but immersive formats, including virtual and augmented reality, are making their way into marketer plans this year.

  • Competing for consumer attention in a competitive media landscape has led brands to get inventive with content to entertain and inspire. In many cases this means digital video clips and short films, but it also includes other digital formats like podcasts and blogs.
  • Brand publishing—the frequent and continuous posting of multiple forms of content to owned and paid sites—is a valuable form of digital marketing in Canada. Viral videos on YouTube like WestJet’s “Christmas Miracle” make brand publishing a hot topic in boardrooms, where C-level budget decisions aim to replicate elements that made earlier campaigns go viral.
  • Paid promotion of branded content is growing in Canada as publishers increase the availability of native advertising products. Traditional publishers like The Globe and Mail and Postmedia have launched native ads on their digital properties in the past 18 months, partly in response to emerging native players like BuzzFeed.
  • More immersive content experiences like virtual reality (VR), augmented reality (AR) and 360-degree video are being tested by content marketers to deliver more experiential marketing. These formats are challenging established norms of content creation, bringing new ways to dramatically increase engagement time with consumers.

"Content marketing is by far the most commonly named digital marketing priority in Canada this year: 29.0% of marketers cited it as an important activity, well ahead social media engagement."

Table of Contents

Content Is the Top Marketer Priority

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The Content Continuum

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Immersive Media’s Potential

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13 charts are included in the full report:

Canada Content Marketing: The Most Popular Formats and the Potential of Immersive Media

Digital Marketing Activities that Will Be Most Important in 2016 According to Marketers in Canada (% of respondents)

Content Is the Top Marketer Priority

Digital Marketing Activities that Will Be Most Important in 2016 According to Marketers in Canada (% of respondents)

Leading Marketing Priorities Among Publishers, Advertisers and Agencies Worldwide, April 2016 (% of respondents)

Reasons that Marketing Decision-Makers Worldwide Produce Visual Content, March 2016 (% of respondents)

B2B Content

Most Important Goals of a Content Marketing Strategy According to B2B* Marketers Worldwide, June 2016 (% of respondents)

Most Difficult vs. Effective Types of Content to Create According to B2B* Marketers Worldwide, June 2016 (% of respondents)

Expected Change in Amount of Content Created in 2016 According to B2B Marketers in North America (% of respondents)

The Content Continuum

Top 10 Brands in Canada, Ranked by Video Views, Q2 2016 (millions)

Paid Content: Native Advertising

Internet Users in Canada Who Prefer to Learn About New Brands via Digital Ads vs. Branded Content*, June 2016 (% of respondents)

Types of Branded Content* that Are Useful When Making Decisions About a Brand Online According to Internet Users in Canada, June 2016 (% of respondents)

Branded Digital Content Benchmarks in Select Countries/Regions: Average Time Spent and CTR, Q2 2016 (among impressions analyzed by Polar)

Immersive Media’s Potential

Virtual Reality Device Shipments Worldwide, by Buyer Type, 2016-2020 (millions)

Internet Users in Select Countries Who Plan to Buy a Virtual Reality Device, 2015 (% of respondents)