The Chinese consumer is an increasingly important target audience for marketers in Canada. But although they account for $61 billion in consumer spending, there has been little research into the mindset and behaviors of Chinese consumers who live, work, and learn in Canada. That is, until Vivintel’s new study titled ‘Insights into the Chinese Consumer.’ […]
Since 2004, the Canadian Media Usage Study (CMUST) has provided marketers with guiding insights on how Canadians across the country consume media. A highly anticipated annual report, this research document is the brain child of Rob Young, PHD Media’s Senior VP of Planning Services. He retires this year after four decades shaping the industry, as […]
A just released COVID-19 Barometer study by Kantar reveals key insights on consumer expectations and media habits during this coronavirus pandemic. The study covers 30 markets and presents actionable insights for brands planning their coronavirus response campaigns and the recovery. The Kantar study is a comprehensive study on consumer sentiments that surveyed 25,000 people in […]
In extraordinary times like these, successful brands strike the right tone with consumers and carefully balance cause marketing with sales messaging.
Five Point Summary: The absence of third-party cookies will impact programmatic media buying, limiting capabilities to identify audiences and serve targeted ads Programmatic guaranteed deals will be relatively unscathed since they can use first-party data for ad targeting and contextual placements Previous methods of programmatically targeting multicultural audiences will likely not work in the near […]