TORONTO—More trouble is on the horizon for Canadian newspapers and magazines.
Advertisers are packing up their campaigns and moving out of print media at a pace that shows no sign of slowing over the next four years, according to a new report.
International research firm EMarketer, a source of data for the advertising industry, expects domestic print ad sales will “drop steadily” by 4.5 percentage points between now and 2019 as marketers spend more of their budgets on digital platforms like video, mobile phones, and social media.
“Digital’s high degree of targeting precision and advanced metrics are attracting a larger share of ad budgets,” EMarketer said in its findings, released this week.
It’s part of a shift that has been happening for years now, but quietly intensifying under the radar.
Technological advancements have created real-time data analysis tools that help big companies track the success of their online campaigns.
Pair that with a meteoric rise of social platforms like Facebook, Twitter, and Instagram, which gather valuable information about the demographics and interests of their users and then curate a lineup of targeted ads that fit their tastes.
