In an effort to better understand how marketers are focusing their budgets amid an evolving media landscape, the ACA and Nielsen conducted the Canadian Leading Marketer’s survey between the fourth quarter of 2015 and the first quarter of 2016.
Its objectives included assessing the budgets available to marketers, examining patterns in usage and allocation of budget across media channels and uncovering how spending patterns are expected to shift between 2015 and 2016. The study also looks at determining the primary objectives of digital marketing campaigns, evaluating the metrics used to measure success and assessing the importance of digital and mobile in advertising to today’s consumers.
Access the report (available to ACA members only)