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Canada Advertising & Tech Trends in 2019

Posted Jan 8, 2019

The new year is in full swing and there’s already some trends to look out for. While there will be changes happening globally, new trends based on countries or regions are also expected. Canada, for one, has three major opportunities coming in 2019 — and they shouldn’t be ignored.

According to eMarketer, the first opportunity to look out for in Canada this year is the rise of smart speakers. These products have been gaining lots of popularity, although they are relatively new compared to other tech products in the industry. In fact, the number of smart speaker users is estimated to grow from 3.9 million in 2018 to 5.8 million in 2019 and 6.7 million in 2020.

Google Home comes in first place, holding a 55% share of the smart speaker space, followed by Amazon Echo (22%), Sonos (4%), and Apple Homepod (3%). The rise of smart speakers also means a rise in voice searches. With paid search coming soon from Amazon and Google, marketers need to adjust their SEO and become more adapted to voice-based audience targeting.

The second opportunity is blockchain, as it is expected to disrupt the advertising supply chain in 2019. Blockchain in terms of advertising is slowly being applied to display and search, and is something marketers should seriously consider. Not only will it bring more transparency, helping to minimize or eliminate fraud, but it will also provide a more favorable market-based pricing model.

The third opportunity surrounds the augmented reality and virtual reality landscape. AR/VR allows marketers and engineers to not only create exciting installations in retail, but also more immersive and engaging content online. AR overlays and apps, like Pokemon Go, are beginning to increase. Even Snapchat and Instagram have jumped on board. To add, VR headsets are becoming more comfortable and inexpensive than ever, making them even more accessible to a larger consumer base.

According to eMarketer, spending on hardware, software, and services related to AR/VR is expected to grow from $602 million in 2018 to $8 billion by 2022. That’s a 5-year compound annual growth rate of 90 percent!

From the increase in smart speaker usage to blockchain and AR/VR accessibility, this year is sure to bring lots of opportunities for advertisers to engage their audiences and grow their business. With this, however, marketers need to optimize their strategies to ensure a smooth transition.

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