Canadian Retailer - Summer 2015 - 7

cRoss-boRdER REvERsal

The recent erosion of the Canadian dollar has kept consumer spending in the country, and subsequently has led
to the decline of the once powerful cross-border shopping industry.

6

14

seasonally adjusted monthly
drop in same-day
car trips to the
united states in
January 2015

Cross-border car
trips are down a
little more than 14
per cent from a
year ago

 % 

%

Trips to Canada (January)
2,923,969 2,556,369
687,393 742,552

Staying closer to home

-350,000
Canadians took fewer
one-day trips south of
the border than they
did the same time
last year

2014

2015

automobile trips by
u.s. residents

2014

2015

automobile trips by
residents of Canada
returning from u.s.*

*Excludes immigrants, former residents, military personnel and crews.

onlinE vs tv

A survey of 120 U.S. advertising agencies by BrightRoll indicates that online video ads are as effective-or more
effective-than TV ads.

10%

don't know

89%

72%

18%

of agencies say that
of ad agencies say
over the past three
online video advertising
years they've seen an
is as effective, if not
88.6 percent increase
more effective, than
in client interest around
television
video ads

41%

say online
videos are
less effective
than TV

Effectiveness
of Online Video
Advertising vs TV

all advertising rFPs
48% ofvideo ad component.todayisinclude
a
This up

say online
videos are
as effective
as TV

31%

from 25.6% in 2011

say online videos
are more effective
than TV

Where's the money going?

Measuring success

respondents indicated the ad categories they
expect to see the largest overall increase in
digital media spending over the coming year.

when asked what the most important metric for digital video
campaign success was, respondents said the following:

60

Video (mobile)
Video (desktop)

%

sales impact 4%
inventory Quality 7%

Click Through rate 10%

48 %
27%

TV (programmatic)

Conversion
18%

Completed
views 20%

13 %

social Media

13 %

search advertising

12 %

display (desktop)
display

12 %

Validated
impressions 5%
Brand lift
17%

Viewability
14%
Gross/Targeted
rating Point 6%

www.retailcouncil.org/cdnretailer

Summer 2015 | canadian REtailER

| 7


http://www.retailcouncil.org/cdnretailer

Canadian Retailer - Summer 2015

Table of Contents for the Digital Edition of Canadian Retailer - Summer 2015

Publisher's Desk
Retail Currents
Member Profile
Retail: At Issue
Growing Sales Through Online Marketplaces
The Future of Retail
Getting Online
The Mobile Shift
Rebooting for Better Business
Top Grocery Rookies Showcase Hunger for Innovation
Advertiser's Index
Retail Quick Tips
Canadian Retailer - Summer 2015 - cover1
Canadian Retailer - Summer 2015 - cover2
Canadian Retailer - Summer 2015 - 3
Canadian Retailer - Summer 2015 - Publisher's Desk
Canadian Retailer - Summer 2015 - 5
Canadian Retailer - Summer 2015 - Retail Currents
Canadian Retailer - Summer 2015 - 7
Canadian Retailer - Summer 2015 - 8
Canadian Retailer - Summer 2015 - 9
Canadian Retailer - Summer 2015 - Member Profile
Canadian Retailer - Summer 2015 - 11
Canadian Retailer - Summer 2015 - Retail: At Issue
Canadian Retailer - Summer 2015 - 13
Canadian Retailer - Summer 2015 - Growing Sales Through Online Marketplaces
Canadian Retailer - Summer 2015 - 15
Canadian Retailer - Summer 2015 - The Future of Retail
Canadian Retailer - Summer 2015 - 17
Canadian Retailer - Summer 2015 - 18
Canadian Retailer - Summer 2015 - 19
Canadian Retailer - Summer 2015 - 20
Canadian Retailer - Summer 2015 - 21
Canadian Retailer - Summer 2015 - 22
Canadian Retailer - Summer 2015 - Getting Online
Canadian Retailer - Summer 2015 - 24
Canadian Retailer - Summer 2015 - 25
Canadian Retailer - Summer 2015 - 26
Canadian Retailer - Summer 2015 - 27
Canadian Retailer - Summer 2015 - The Mobile Shift
Canadian Retailer - Summer 2015 - 29
Canadian Retailer - Summer 2015 - 30
Canadian Retailer - Summer 2015 - 31
Canadian Retailer - Summer 2015 - 32
Canadian Retailer - Summer 2015 - 33
Canadian Retailer - Summer 2015 - Rebooting for Better Business
Canadian Retailer - Summer 2015 - 35
Canadian Retailer - Summer 2015 - 36
Canadian Retailer - Summer 2015 - 37
Canadian Retailer - Summer 2015 - Top Grocery Rookies Showcase Hunger for Innovation
Canadian Retailer - Summer 2015 - 39
Canadian Retailer - Summer 2015 - 40
Canadian Retailer - Summer 2015 - 41
Canadian Retailer - Summer 2015 - 42
Canadian Retailer - Summer 2015 - 43
Canadian Retailer - Summer 2015 - 44
Canadian Retailer - Summer 2015 - Advertiser's Index
Canadian Retailer - Summer 2015 - Retail Quick Tips
Canadian Retailer - Summer 2015 - cover3
Canadian Retailer - Summer 2015 - cover4
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