The Summit by APEX Mobile Media | November Issue

November 2024 | Subscribe

IN THIS FEATURE

???? Why Geolocation is a great medium for businesses in Canada

???? Canadians to spend more this holiday season but will gift lesser

???? Canada's digital video advertising spend to surpass C$6 billion mark in 2025

INDUSTRY UPDATES

In Canada, digital video advertising spending is projected to reach C$5.78 billion in 2024, with an anticipated rise to C$6.39 billion by 2025, marking an increase of C$610 million as per EMARKETER . Display advertising overall, including video, is expected to grow by C$670 million, underscoring video’s growing dominance in advertising budgets. This is also more than rise in search ad spend which is expected to increase by C$ 561 million.

At APEX Mobile Media as well, we've observed a year-over-year increase in video ad usage, with advertisers consistently encouraged to leverage this format due to its strong performance and ROAS.

Geolocation Advertising Should be the Number 1 Priority for Businesses

As per the same report from eMarketer, ‘Near me’ searches on mobile are driving growth in search marketing, presenting a valuable opportunity for businesses of all sizes to focus on promoting within their local areas. To maximize this potential and remain top of mind, APEX Mobile Media offers a geolocation advertising solution that enables advertisers to target specific areas down to the postal code level, while also providing tools for competitor conquesting and georetargeting.

The effectiveness of focussing on location can generate amazing results for businesses in terms of converting ads into actual sales. A great example of such a case has been highlighted below:

SPEND MORE, GIFT LESS - CANADA THIS HOLIDAY SEASON

Canadians are expected to increase their holiday spending this season, with average expenditures projected at $972, an 8% rise over last year, despite facing financial pressures. However, 90% of Canadians are approaching the season with caution, carefully budgeting and hunting for deals as they navigate inflation. This insight stems from an Retail Council of Canada x Leger 2024 survey, the largest of its kind, surveying over 2,500 shoppers nationwide and packed with informative infographics, regional charts, and strategies for retailers to address shifting consumer needs in 2024.

Key findings highlight a trend toward "smart shopping," with 71% adjusting habits to focus on sales, budgeting, and early purchasing. Black Friday continues to reign as the preferred shopping day for 48% of Canadians, with 38% waiting for peak sales, up from 34% last year. While in-store shopping remains popular for 62%, a notable 38% choose online shopping for convenience and discounts. Additionally, 75% plan to maintain or increase holiday spending but are increasingly strategic, focusing on fewer, more meaningful gifts like clothing, food, home essentials, and practical options like gift cards.

"Canadians are determined to celebrate, but they’re shopping more mindfully than ever" - Diane J. Brisebois , President and CEO of RCC

As per 德勤 Canada's 2024 Holiday Retail Outlook, Canadians plan to allocate 67% of their holiday budgets after Black Friday, with reduced time for retailers to capture sales due to Black Friday falling on November 29 this year. While online shopping remains strong (43%), especially on 亚马逊 (71%), younger shoppers are exploring platforms like Temu , SHEIN , and also social channels like Instagram and TikTok .

WHAT'S GOING ON AT APEX

There’s a lot happening at APEX Mobile Media! We’re excited to welcome our new team member, Margaret B. , who joins the Marketing team alongside Jal Sonpal and Kevin Kane as our Graphic Designer.

We also released our FREE holiday advertising playbook last month to guide advertisers to make the optimum use of the busiest retail period in Canada. Read it below:

SOME GOOD READS

Get to know more about how mobile media coupled with geolocation, audience data and attribution capabilities can be your winning strategy this holiday season.

Contact us on our website and we will get in touch with you: https://www.apexmobilemedia.com/contact