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/// Posted by Alexandre Brabant on Thursday, June 14, 2007
Canada, It’s Time To Clue Into Search!
Something happened this week. I have been laid off from a major Canadian ad agency which was trying to clue in on Search. I have seen it dozens of times over the last 7 years but this group is especially resistant to change. Their advertising code of conduct does not leave room to question & reconsider their spending habits and underlying beliefs. And then, as I am reconnecting with my Small Search Marketing shop from my home office on a full time basis, the first article I read this morning is coming from Gord Hotchkiss who makes a blunt statement about the advertising industry saying that Canadian advertisers have their heads up their ass. This is not a typo! He goes on in the article by saying:
“By common consensus with most Canadian search marketers I’ve talked to, Toronto seems to be the epicenter of the orifice that Canadian advertisers have lodged their collective heads in. The city doesn’t get it, the province doesn’t get it, the country doesn’t get it. When it comes to search, Canada (with a few exceptions) is clueless.”
Unfortunately, I could not attend SES Toronto this week but I completely agree with this statement. Major Canadian Advertisers are not even close for getting it and they would do anything to avoid the confrontation. According to ComScore research, Canadians spend lots of time online: Canadians are top with 40 hours, followed by Israel with 37.4 and South Korea with 34. The U.S. is in 8th place with 29.4. Canada also leads the pack in online reach, with 70% of households wired. This time, the U.S. comes in second with 59%. Average pages viewed per visitor? Canada comes in tops with 3800. The U.K. is second with 3300 and the U.S. clicks in with 2500.
Want more numbers? Check this out:
* Canadians spend $28.05 in online advertising per Internet user. The US spends $71.43.
* 21% of Canadians media usage is online, but it gets 6% of the budget.
* In contrast, newspapers and magazines get a 7% share of total media usage, but capture 42% of Canadian ad budgets,
* The U.S. spends almost twice as Canada per capita on search marketing.
It is too bad I did not have a chance to go to SES Toronto and share this point of view with Gord. What I am most interested in at this point is what we could do to change this situation. If you have any ideas, please send them my way. Because, we are going to have to keep trying, collectively. Read the full article here.
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