Marketers in 2016 will turn to bleeding edge applications of technology to gain the attention of consumers. Traditional means of storytelling and getting consumer engagement are being replaced by new approaches to capture attention and target audiences To grab and keep their attention, marketers will have to be more tech-savvy than ever. This presentation will cover the top 10 digital marketer trends for 2016. For more from eMarketer: http://www.emarketer.com

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Canada Trends 2016
Paul Briggs
Analyst, Canada
December 3, 2015

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Marketers in 2016 will turn to
creative new applications
of technology to capture the attention of consumers and
target them more effectively. consumers are changing
their behavior, and marketers need to take note.
To gain and keep their attention, marketers will need to
be more tech-savvy than ever.

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What I’ll Cover Today
6 marketer trends in 2016
4 consumer trends in 2016

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Marketer Trends

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1. The Internet of Things
(IoT) Will Become a Rich
Data Source for Marketers

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By 2018, the
IDC expects
there will be
114 million IoT
connections in
Canada

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Big Data from the IoT will be invaluable for
marketers
“Today, we're inferring behavior from
data. With the internet of things, it's not
inferring behavior from that data, it's
confirming behavior from that data.”
—Dré Labre, partner and creative director,
Rethink Canada

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2. Immersive Content Will
Go Mainstream

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360-degree video and
virtual reality (VR)
will become mainstream for content marketers,
who will use it to deliver more compelling content than
ever before.

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Parachute
School of
Toronto

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Enhanced video offers a more engaging
consumer experience
“Virtual reality and 360 video can be
super-immersive and give you as close
to a real experience as possible. One of
the things we’ve been noticing with VR
and its development is it’s a lot about
documenting scenes, documenting
actions. But it hasn’t really gotten to the
point yet where people are telling
stories. I think we’ll see that in 2016.”
—Hiep Vu, executive producer, Round Content

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3. Outdoor Advertising Will
Get New Life—By Going
Digital and Personal

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Out-of-home advertising is undergoing a
transformation
Digital out-of-home (DOOH) promises a much more
compelling engagement with passersby
Brilliant LED displays, videos, interaction with smart
devices and even personalization
For real-time and live marketing, DOOH has the potential
to be extremely effective

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Magna Global
expects
DOOH ad
spending in
Canada to
jump 19.7%
this year and
grow a further
11.4% in 2016

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4. The New Utility of
Beacons

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Nearly 30% of
retailers
worldwide
have deployed
beacon
technology.
In Canada, it
is estimated
at 12%

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The new utility of beacons is collecting
consumer data
“Beacons first and foremost serve as a
way to help the retailer understand
traffic flow patterns within their
environments and where the dwell time
is. Secondarily, they’re being used to
send notifications to the shoppers.”
—Asif Khan, founder and president, Toronto-
based Location Based Marketing Association

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5. Programmatic Will
Reach New Heights

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In 2016, 58.0%
of total digital
display
spending in
Canada will be
programmatic,
with about half
coming from
API-driven ad
delivery on
social
networks

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By 2017,
mobile
programmatic
will exceed
CA$1 billion
and represent
67.9% of all
programmatic
digital display
ad spending

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6. After a Big Dip, Email
Marketing Is Ready for Its
Comeback

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Legislation has sharpened email marketing
tactics in Canada
“The death of email has been
prophesized for probably 15 years. But
in fact, it continues to grow. More
consumers are subscribing to more
newsletters. Email is getting more
accurate, it’s getting more targeted, it’s
getting more segmented. So that’s
where I think the resurgence of email
has come from.”
—Matthew Vernhout, chief privacy officer,
Inbox Marketer

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Open rates in
Canada climbed
to 26.2% in
2014, and
bounce rates
are falling

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The CASL Chill
Cloudmark Study concluded that in the 8 months following
CASL enactment:
Residents in Canada received 29% less email
Reductionof spam originating from Canada by 37%
High profile fines:
Porter Airlines, PlentyofFish, Compu-finder, Rogers

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Consumer Trends

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1. Mobile Time Spent
(nonvoice) with Media is
about 2.5 Hours Daily

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In 2016, mobile
will account for
more than 25%
of daily time
spent with
media by adults
in Canada

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The increase in
mobile time
spent is driven
by mobile
consumption
on devices like
smartphones
and tablets

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2. Wearables Set to
Expand the Mobile
Experience

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About 1.5 million
wearable
devices shipped
in Canada in
2015, according
to the IDC. It
expects
shipments to
reach 3.6 million
by 2019

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Wearables are a promising avenue for marketing
messages, but there are risks
“Where I see an opportunity is the
ecosystem you build around the
wearable itself. The way you use the
data to create experiences outside of
that object or that wearable. And this is
where I’ve seen opportunity for
advertising.”
—Alexis Robin, associate director, lg2

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3. Streaming: More
Consumers Will Cut the
Cord . . . and the Antenna

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Streaming is moving closer to the center of the
big media battle in Canada

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An April 2015
survey found that
almost one-third
of consumers in
Canada who
owned streaming
media devices
used them daily

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A Q2 2015
GlobalWebIndex
survey found
that Canada
ranked third
internationally in
Netflix usage,
behind Mexico
and Brazil

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Streaming service providers offer rich targeting
data in ad products
“We are able to offer targeting based on
registration or first-party data. When our
users register, they are providing their
age and then their location based on
their IP address. So the targeting
becomes very, very robust.”
—Jon Hales, Canada country anager, Spotify

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4. Voice Search Mobile
Will Transform Behavior

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Investment in
mobile search
advertising in
Canada will
surge 55.1% in
2016 to pass
CA$1 billion

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Recap
6 marketer trends in 2016
– IoT - The New Utility of Beacons
– Immersive Content - Programmatic
– Digital Out-of-Home - Email’s Comeback
4 consumer trends in 2016
– Time with Mobile - Wearables
– Streaming - Voice Search

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For more information on this subject, see the related report at
Thank You!
Paul Briggs
Analyst, Canada
December 3, 2015