Shopping is now available across many of its other features including IGTV, Live, and Reels. Shoppable Instagram feeds, which let merchants tag up to five products per image, launched in Canada in September 2020. The feature enables users to advance through the purchase journey up until checkout, which takes place on the merchant’s online store.

But large shares of respondents interacted more actively with influencers as well, either by watching their live videos (37%), leaving comments on their posts (34%) or watching their Stories (34%).

Numeris and Comscore, detailing viewership from September 2019 to May 2020, estimated that adults in Canada spent 24.5 hours a week on average with the medium (which included live TV and DVR playback). However, this average was pulled up by older groups who watched more than twice the amount of TV than younger groups.

Their digital lives are evident, but traditional sources like print and TV command a healthy share of their time with media. Read Next. Sources. Angus Reid Institute. Canadian Broadcasting Corporation (CBC). Edison Research. Forum Research. Insights West. MediaSmarts. Media Technology Monitor. MiQ. Restaurants Canada. Triton Digital. TVO.

For example, 86.2% of internet users in Brazil polled in H1 2020 had watched SVOD content in the prior month—not far behind the 89.8% who had watched live TV, and effectively double the 43.2% who had watched a TV channel’s catch-up service. In Mexico, more than 90% had watched SVOD, while 88.9% had watched live TV.

With a growing inventory of premium ad-supported video—which includes IMDb TV, certain live sports, and perhaps one day Prime Video—the opportunity appears even larger. Now imagine Amazon introducing direct-response TV ads using the voice-activated Fire TV Remote.

“We live in a deeply multicultural world, and we can use technology to serve all these different segments.” In June 2020, for example, the company hosted a massive, livestreamed concert of K-pop band BTS and offered live, multilanguage closed captioning. “We provided digital access to the content, but we also specialized it so it resonated with a much wider audience,” said Mike Schabel, CEO of Kiswe.

Despite the glimmer of hope offered by the vaccination rollout, the pandemic continues to upend the lives of millions of consumers and businesses in a region that is no stranger to turbulent market activity.

Live Video Viewers. The popularity of livestreaming video content was already growing explosively (including news, sports, live events, linear OTT, gaming, etc.), but 2020 will see even higher growth rates than we thought.

May–July 2020 polling from The 614 Group found that 56.7% of US ad and marketing professionals believed that all future live events will have a virtual dimension. And more than six in 10 event marketers in Asia-Pacific, Europe, and North America won’t resume in-person events until spring 2021 or later, according to the August 2020 data from Bizzabo.

Disrupted lives mean a disruption in consumer search trends, since search is a signal of people’s intent and needs. In spring, search turned drastically less commercial as consumers scrambled for information. But it quickly turned into a way for consumers to fulfill new and increased needs with services like curbside pickup and home delivery.

Having the right combination of analytics will provide, as Havas Media’s McCormack put it, “the big picture of what’s happening in consumers’ lives.”.

I would not expect that to change for quite some time, just as the others with 20-year-old shelf lives. When we spent months and months on this brand concept, COVID-19 wasn’t a glimmer in our eye, yet these words had the fidelity and then some through the pandemic.

The wave of event cancellations is leading some marketers to reevaluate how they currently distribute digital content and consider emulating the personalized experiences provided by live events.

Live Events Beyond the Pandemic. While live events are on pause for the foreseeable future, once esports leagues are permitted to host in-person tournaments, they will continue to expand city-based leagues that play home-and-away tournaments in different host cities.

Digital display, especially video, could also benefit from the fact that live TV’s biggest events—sports—are canceled for the next few months at least. TV marketers have lost an important outlet for national branding campaigns and may put some of that spending toward digital channels.

There will be nearly 600 million 5G mobile connections worldwide this year, per Omdia and 5G Americas, and many more mobile users will live in areas that will have 5G coverage. 5G is here, but does it matter as much as the hype suggests? The short answer is yes, but the current reality still falls short.

This pattern mirrors other markets globally; during mass quarantines and periods of limited movement, there is very little demand for outdoor advertising like billboards, and zero demand for cinema advertising or live sports arena displays. Even now, as the population in China has emerged and gone back to work, cinemas and sports leagues are not yet back up and running at pre-pandemic levels.

At the start of the pandemic, American Eagle partnered with influencers for 10 Instagram Live sessions that it said were watched by more than 19 million people. The retailer also used Instagram, Facebook, and YouTube to livestream a virtual concert series in April and May.

With the coronavirus canceling most live industry events, B2B companies have reallocated some of their marketing dollars to digital ads, which have trended toward bigger screens.

A July survey by SuperAwesome among 4-to-16s and their parents got evidence of this, with one-third of kids saying they were using in-game chat “to keep in touch with friends.” Two-thirds reported having started playing a multiplayer game with friends during the lockdown. The Roblox survey of teens also noted this social aspect.

(Traditional TV includes live, DVR, and other prerecorded video.). Time spent with digital video, meanwhile, will decline only slightly this year (0.4%), and average viewing time will begin rising again post-pandemic.

Initially, the media agency forecast a drop in Q4 2020 ad spend YoY, despite the return of live sports and onset of the holiday season. Overall, Q1 2021 is expected to tick upward. “NCAA basketball is a big Q1 2021 nugget of money and spend,” said Cara Lewis, executive vice president of video investment at Amplifi. This underscores live sports’ importance in keeping national TV spend afloat.