CMDC Media Digest, 2015-2016
Contributed by Maura Hanley Vice President Havas Media Social media remains a major part of the Canadian online experience with more than 277 million Canadians visiting a social property each month Source ComScore Key Measures July 2015 While desktop reach remains strong for the top social platforms it is increasingly being eclipsed by mobile Figure 3 Canadians spend considerably more time on their mobile device than on their desktop with the Facebook Pinterest and Twitter Apps Figure 4 Mobile presents new opportunities for marketers as consumers use their devices and visit social platforms while on the go such as in retail environments and while consuming other media such as watching TV Advertising opportunities in the social space continue to evolve In the 12 months since the fall of 2014 Instagram has gone from offering sponsored posts for the first time in Canada to enabling advertisers to buy 30 second ad time Other platforms have also become more visually and video focused with Facebook introducing Cinemagraphics and Twitter revising its video ads to auto play within users feeds in 2015 Social media is now firmly at the center of the paid earned and owned media ecosystem Paid social ads promote brand owned content such as articles tips recipes images and videos Brand owned content generates earned media as consumers share with their social networks Importantly brand activity in other channels such as TV advertising and brand experiences such product use generate conversations in social media These consumer conversations are a rich source of data for marketers enabling a deeper understanding of brand health consumer interest competitive positioning and target segments 60 Media Channels CANADIAN MEDIA DIRECTORS COUNCIL DIGITAL SOCIAL MEDIA
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