Tag: ComScore

What The New Purchase Journey Means For Automotive Marketers

January 9th, 2019 | ACA Team,

Consumers aren’t shopping for cars the way they used to, so automotive manufacturers and dealerships need to adapt their marketing strategies.

At a recent ACA webinar, “Understanding today’s Canadian automotive consumer,” Comscore Canada sales manager Richard Nathans said that while automotive shoppers still predominantly buy cars at dealerships, the internet has flipped the purchase funnel.

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Marketers, Get To Know Digital Finance Consumers

June 27th, 2018 | ACA Team,

For marketers of financial services firms, it’s essential to understand today’s digital consumers, from where they spend their time online to what device they use to access financial categories. At a recent ACA webinar, comScore Canada senior manager Gregory Ross provided a snapshot of digital finance consumers, with data from comScore’s MMX Multi-Platform, Mobile Metrix […]

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Where To Find Your Consumers Online In 2018

May 17th, 2018 | ACA Team,

In an increasingly competitive business environment, knowing where your customers are online is more important than ever, but that can be tough in a dynamic, fast-changing  — some might say chaotic — digital landscape. At a recent ACA Webinar, comScore’s Darrick Li provided ACA members with some help via a comprehensive review of Canadian consumer behaviour data in […]

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Top 5 Things To Look For When Onboarding Third-party Data Partners

December 14th, 2017 | kennethwong, Director, comScore Canada

A May 2017 article from The Economist, titled “The world’s most valuable resource is no longer oil, but data” caught the attention of marketers globally. And rightly so. The top five most valuable firms globally that mine and assimilate this data (Alphabet, Amazon, Apple, Facebook and Microsoft), are an essential part of consumers daily lives. […]

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Tracking the smartphone’s impact on consumer behaviour

April 27th, 2015 | Matthew Chung, Manager, Communications and Content

Smartphone ownership is growing and having a major impact on the consumer purchase funnel as mobile owners turn to their devices for retail activities, research from comScore Canada finds. For instance, the digital measurement company’s comprehensive study of online trends – “2015 Canada Digital Future in Focus” – revealed that 28% of the country’s 24 […]

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If a digital ad falls in the wrong place, does it make an impression?

June 3rd, 2014 | Brent Bernie, President, comscore Canada

We’re all familiar with the philosophical question, “if a tree falls in a forest and no one is around to hear it, does it make a sound?” Striking parallels to this old adage can be drawn in our industry today, where many are asking a similar question relating to the effectiveness of ads in the digital environment. In light of concerns around ad viewability, brand safety and in-target delivery, many are now asking: “If an ad falls in the wrong place and no one has an opportunity to see it, does it make an impression?”

In other words, what is the value of an ad that doesn’t deliver an opportunity to be seen, or worse, is delivered next to brand unsafe content? How should we value an impression that reaches a consumer outside of the intended target?

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