Canadians Are Going Mobile!
Over 21% of all Canadians have smartphones, and over 4 million Canadians are using their mobile phones to access search portals, e-mail, weather and news sites.
According to a study done by Neilson Online, smartphone usage in Canada increased from 16% to 21% during 2009, growing at a rate of 5% per quarter. Research firm In-Stat predicts that smart phones will continue to grow in the market, fueled in part by devices built on open operating systems that are helping to re-invent the mobile phone experience.
Increased traffic from Canada and other countries has encouraged more brands to launch customized websites developed specifically for mobile viewing, complete with mobile advertising. Thanks to these new sites, mobile advertising revenue in Canada has doubled nearly every year since 2006, and is expected to reach new heights in 2010.
Mobile advertising has a few key benefits that have contributed to its steady revenue growth. The platform offers targeted access to mobile users, who are often tech-savvy, young influencers. Mobile has a higher level of interaction in comparison to standard digital advertising, and typically has a higher click-through rate. Research has shown that smaller, singular ads that engage users are more likely to be effective than numerous larger ads that compete for attention.
Advertisers who are interested in mobile advertising in Canada can benefit from a wide range of opportunities through our media publishers: Astral Media, Canwest, CBC, Radio-Canada and The Score.
Interact with Sports Fans:
ScoreMobile is one of the most popular sports applications designed specifically for smartphones, and it was rated by PC Magazine as one of the top 20 free applications. ScoreMobile includes exclusive short-form video and league content, two-way blogging and chat, and live scores, stats, and stories. There is one ad unit per page, which gives advertisers 100% share of voice and higher ad interaction rates.
Connect with French-speaking Canadians:
Astral Media and Radio-Canada are leaders in entertainment within the French-speaking Canadian population. Their mobile websites connect visitors to the latest news, sports and entertainment stories. Advertisers have the opportunity to develop highly creative and integrated campaigns that span multiple platforms to reach their target audience.
Take Advantage of Premium Mobile Content:
Media partners like CBC and Canwest give advertisers the chance to align their brands with premium content. Mobile users can sign up to receive daily horoscopes, news alerts, tips and sports scores. Users can also receive a password to access video, music, wallpaper and ringtone downloads. Contests are another popular way to interact with mobile users, with campaign ideas ranging from “text to win” contests to quizzes and trivia challenges.
For more information on mobile advertising or to customize a campaign for your brand, please contact Mariellen at 212-967-1999.