Canada Trends 2018: Five Things to Watch for Next Year - eMarketer
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Canada Trends 2018: Five Things to Watch for Next Year

eMarketer Report

By: eMarketer

Published: November 28, 2017

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

Executive Summary

Artificial intelligence, neuromarketing, digital out-of-home, digital audio and privacy regulations—these five trends are all poised to alter and expand digital marketing’s role in the coming year.

  • Amid a certain amount of hype about what artificial intelligence (AI) can bring to marketing, several brands have done the early work to test and learn. Chatbots deployed on messaging platforms have delivered concrete results, but new applications will emerge as the AI space matures.
  • Applying neuroscience to marketing research is an emerging area that now takes up to 15% of some research budgets. Utilizing tools like portable electroencephalograms (EEGs) and other biometrics are helping brands better understand consumers—both how they choose and how they perceive digital content.
  • Out-of-home (OOH) advertising is a reliable reach medium for brands in Canada, and it is now improving through digital extensions. Programmatic buys in digital out-of-home (DOOH) are now available, and using mobile data sets to improve audience targeting is driving a flurry of digital investment.
  • Audio continues its dramatic shift from terrestrial radio to digital sources, driving more demand than ever before via mobile devices. Ad units for podcasts are developing, but many advertisers prefer the native approach of having the host read the ad.
  • Privacy regulations in Canada have strengthened, especially regarding spam. Industry groups have complained about the onerous requirements of the existing anti-spam laws, which were introduced in 2014 and reinforced in 2017.

"The No. 1 application of AI devices for internet users in Canada was for questions and answers, a feature that is commonly addressed through chatbots in messaging services."

Table of Contents

Artificial Intelligence: Marketing and Conversational Commerce

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Using Neuromarketing to Enhance Traditional Market Research

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Out-of-Home: A Rapid Digitization of Static Billboards

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The Evolution of Digital Listening

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Stricter Privacy Regulations

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17 charts are included in the full report:

Canada Trends 2018: Five Things to Watch for Next Year

Ways in Which Internet Users in Canada Use Artificial Intelligence (AI) Devices, June 2017 (% of respondents)

Artificial Intelligence: Marketing and Conversational Commerce

Cognitive/Artificial Intelligence (AI) Spending Worldwide, 2015-2020 (billions)

Frequency with Which Internet Users in Canada Think They Encounter Artificial Intelligence (AI), by Demographic, April 2017 (% of respondents)

Ways in Which Internet Users in Canada Use Artificial Intelligence (AI) Devices, June 2017 (% of respondents)

Applying AI to Marketing

Artificial Intelligence (AI) Adoption Among B2C Marketing Technology Decision-Makers in North America*, Aug 2017 (% of respondents)

Ways in Which B2C Marketing Technology Decision-Makers in North America* Plan to Expand Their Use of Artificial Intelligence (AI), Aug 2017 (% of respondents)

Customer Relationship Management (CRM) Functions that Would Benefit from Artificial Intelligence (AI) According to Business Professionals Worldwide, Q1 2017 (% of respondents)

Ways in Which Business Professionals Worldwide Use/Plan to Use Artificial Intelligence (AI), by Adoption Level, Q1 2017 (% of respondents)

Out-of-Home: A Rapid Digitization of Static Billboards

Out-of-Home Ad Revenue Share in Canada vs. Worldwide, by Segment, 2016 (% of total)

The Evolution of Digital Listening

Ad-Supported vs. Subscription Audio Streams* in Canada, H1 2016 & H1 2017 (billions and % change)

Music Sales/Streams in Canada, by Format, H1 2016 & H1 2017 (millions of units and % change)

Podcasts

Internet Users in Canada Who Have Listened to/Are Familiar with Podcasts, Summer 2017 (% of respondents)

Internet Users in Canada Who Listen to Podcasts, by Demographic, Summer 2017 (% of respondents in each group)

Devices Used by Podcast Listeners Worldwide to Watch/Listen to Podcasts, 2015-2017 (% of respondents)

Stricter Privacy Regulations

Internet Users in Canada Who Are Familiar with Select Aspects of Digital Interest-Based Advertising, May 2016 & June 2017 (% of respondents)

Millennial vs. Total Internet Users in Canada Who Trust Ads on Select Media Channels, July 2017 (% of respondents in each group)

Internet Users in Canada Who Are Aware of Rules and Regulations on Digital Ads vs. Influencer Ads, July 2017 (% of respondents)