marketing effectiveness in Canada
marketing effectiveness in Canada
At Media, Marketing & Effectiveness, Hilary Borndahl, Founder and CEO of Miix Analytics, shared key findings from an extensive analysis of Canadian businesses ($45B in revenue and $621M in working ad spend). Hilary’s research quantifies the value of marketing spend, the contribution different media makes, and highlights opportunities to maximize media spend in Canada.
Hilary packed a lot of insights and data into a short presentation that’s well worth the watch. Here are some of the key findings:
- Advertising yields results! Media spend in Canada delivers on average $1.26 short-term profit per $1 invested; Linear TV delivers outsized profit at $1.55, and remains a massive profit engine, responsible for ~50% of profit despite being only 40% of spend.
- When it comes to Connected TV, Hilary advises marketers to partner CTV with Linear, as her findings show that CTV alone will significantly under perform a Linear TV buy (CTV on its own delivers half of Linear’s profit ROI).
- Canadian brands typically invest only 1–2% of gross revenue in working media, which Hilary suggests is too low; brands that invest 3–4% of revenue in working media significantly outperform those at 1–2%.
Hilary’s advice to marketers includes prioritizing Linear TV + CTV; avoid spreading budgets too thin; use modeling to cut low performers; tailor a Quebec plan to take advantage of this unique market; and push boards toward 3–4% working media to drive growth.
speaker
HILARY BORNDAHL
founder & CEO, Miix Analytics