The Summit by APEX Mobile Media | October Issue

October 2024 | Subscribe

IN THIS FEATURE

?? The Future of Addressability as the Cookie Lingers

??? How Canadians are Shopping this Holiday Season

?? Digital Ad Spend Keeps Growing in Canada

INDUSTRY UPDATES

谷歌 sent shockwaves in the industry (at least for some) in July with their decision of not deprecating third-party cookies on Google Chrome . But most seemed to be prepared for a world independent of third-party cookies as brands and agencies worked together to form new frontiers of addressability.

At APEX Mobile Media, we discussed the same with our partners at InMarket as Zenia Menezes and Chris Lombardi joined the conversation with Joshua Koran for an open discussion on the latest advancements in audience targeting and privacy management, along with actionable strategies for adapting to this changing landscape and how to harness first-party data, privacy-focused technologies, and new advertising solutions to succeed in a world without third-party cookies.

The same came into discussion again with IAB Canada as experts from the media industry in Toronto last week gathered at the Rivoli to explore and discuss the evolving state of digital advertising as we head towards cookie independence.

Since the topic is looming large and changes are coming in quickly in the industry, IAB Tech Lab is hosting an event in California for advertisers across North America, where there will be discussions and an opportunity to learn how the industry is courageously tackling the intricate landscape of privacy requirements shaped by regional regulations and transformative technological advancements from giants like Google, Apple, and Meta.

NO HOLIDAYS FOR ADVERTISERS THIS HOLIDAY SEASON

With consumer spending declining year after year, brands and advertisers are under pressure to outmaneuver the competition and grow their market share. A key strategy is increasing excess Share of Voice (eSOV), which significantly improves campaign effectiveness. This means brands must ensure their campaigns are optimized for the right channels and audiences to stay ahead. The holiday shopping landscape is now more like a marathon than a sprint, stretching from early holiday preparations to post-holiday deals in January. Canadians are deal-driven throughout the entire season, with 86% looking for offers continuously, making it crucial for advertisers to maintain consistent visibility across this extended holiday period.

Look out for our FREE guide later this month which talks about how advertisers can optimally reach out to holiday shoppers.

Here's a consumer insights report from 谷歌 that talks about holiday shopping behaviours in Canada.

DIGITAL DOMINANCE IN THE CANADIAN AD SPACE

In July 2024, digital ad spend in Canada continued its growth trend, increasing by 7% year-over-year. This marked the second consecutive year of growth, though at a slightly slower pace compared to previous double-digit rises. Notably, ad spend on social platforms rose by 18%, while TV network digital, the streaming channels of traditional TV networks, saw a remarkable 181% boost, driven largely by Paris Olympics and Paralympics coverage on CBC’s digital platforms. This growth reflects a shift in linear TV dollars toward digital video formats, including CTV, short-form videos like TikTok and Snap, and long-form premium content.

Meanwhile, traditional ad spend, including linear TV, experienced a notable decline, falling by 22% year-over-year in July. This decline was attributed to a shift in ad dollars towards digital channels, particularly as linear TV, which mainly relies on live sports, faces changes in viewer habits. Despite this decline, total Canadian ad spend from January to July 2024 still showed an overall growth of 3%, underlining digital's expanding role in the advertising ecosystem.

WHAT'S GOING ON AT APEX

Lots of moving pieces at APEX Mobile Media, starting with our new hire Shelley Wilson who joined us as a Senior Account Executive and Sydney Strader who is our newest Account Manager.

We also had our awesome Account Management Lead, Zenia Menezes , complete 5 amazing years at the company. Congrats again, Z!

APEX Mobile Media CEO and Co-founder, Walder Amaya spent a day in New York as he attended #ZetaLive2024 where his presence ensured that APEX Mobile Media was at the forefront of all deep insights to practical strategies that will be integrated with AI.

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