Prior to COVID-19, we expected strong TV, radio, and OOH ad spending to bolster the traditional media market. But radio and OOH were hit particularly hard by the pandemic due to dramatic declines in commuting and foot traffic across downtown cores and transit hubs. Digital spending in Canada will be almost double what it was five years ago.
Key developments to watch in 2022 include the evolution of in-store retail technology; hotter competition in the paid-for video marketplace; the revival of digital out-of-home ads; and ongoing issues with digital privacy and security.
TV squeaks past online and mobile video to become the top video ad channel among US agency and marketing professionals. In October, 47% ranked TV—including connected TV (CTV) and OTT—as the No. 1 video type for achieving their advertising goals. That’s more than the 46% who put online and mobile video in first place.