This presentation represents Borrell Associates' analysis of Canadian advertising and marketing expenditures in 2011 with forecasts to 2012. It highlights the results of surveys and research conducted from November 2011 to April 2012 to assess the size, trending and forecasts in each Canadian market.
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Canadian Ad Spending Assessment from Borrell Associates
1. Special presentation:
Canadian Ad Spending
May 7, 2012 Ad-Spending Analysis and Forecasts for Canadian Markets
2. About this Presentation
The following presentation was made during a Webinar on May 7, 2012,
by Gordon Borrell, Kip Cassino, Greg Harmon and Andrew Martin from Borrell
Associates. It represents Borrell’s initiation of coverage of the Canadian
Advertising marketplace and the offering of Borrell’s Local Ad Spending Report
(LA$R™) for any local Canadian market. For more information, see the contact
information contained on the final slide.
3. Our Foundation: Research
Determining how much local advertisers actually spend is extremely
difficult but incredibly important in this time of shifting ad dollars.
We do it better than anyone else.
4. Research Components
Advertisers
Spending: Database of 25 million companies
Receipts: Database of 5,700 online media companies
Verification & Forecasting: Panel of 6,000+ businesses
Consumers
Scarborough, Claritas
Ongoing surveys of web users
The Real Secret
We employ a disruptive model
5. The Disruptive Model
Old Method of Ad-Tracking
Most employ the traditional “top down” approach
Offers accurate view of what can be counted
Certain media companies
Certain advertisers
New Method of Ad-Tracking
Bottom-up approach tracks every business
Matches it with known media company receipts
Verifies online estimates against our database of 5,700 companies