Canadian Display Traffic – The ‘Valueless’ Country

Canadian Display Traffic: sin valor en 2016

(Lado de la venta – charla Editorial!)

tráfico web canadiense parece estar devaluada en el mercado mundial, Clasificación de cerca de Australia. Especialmente el valor de mercado en el mercado mundial programática. canadiense “globos oculares” No son sólo eso valioso para el lado de la demanda. Realmente estamos muy similares (australianos & Los canadienses), pero eso es otra historia.

Canadian traffic is at the top of many of the global network and Tier 1 publishers.. In the top 4 traffic sources by Geo. Yet, demand for Canadian traffic isn’t constant outside of Canada, and the traffic goes largely unmonetized. Demand for Canadian display traffic originates from within Canada. Yet demand for example for US, Reino Unido, DE traffic originates outside of those countries too. Demand for these Geo’s is constant and auto generating. Por qué?

Fewer Canadian Consumers

The Canadian consumer is a valuable and intentful traffic source. There’s just not enough of them localised in one particular DMA. Besides the Toronto corridor or maybe Montreal, crossborder publishers’ targeting capabilities are too limited to make a measurable impact on ad revenue – even when there is CA demand. And the purely top Tier 1 “.ca” publishers’ inventory is already wrapped up an commoditized by the larger Canadian networks.

The geography, disparity and proximity to the US market may be one factor. The US market is the strongest and most valuable traffic in the world, with the highest CPM’s in North America that’s for sure. According to the Financial Post article dated in 2013, “Online retail sales to hit $34-billion in Canada by 2018” , Canadians are expected to increase their purchases online from retailers like Amazon, and Best Buy. For more information on how the demand side capitalizes on your web visits and your web browsing tracking and history.. See my previous video blog post “Publicidad: Porqué lo necesitas: 2016” about the nature of digital tracking and consumerism in North America.

canadiense “globos oculares” going unmonetized

canadiense (CA) traffic is going largely unmonetized on cross border publishers. CA traffic is not being valued. So how does this happe?. Let’s says a publisher has a majority of US, Reino Unido, DE and then CA traffic. The first 3 Geo’s get monetized and the CA goes to a remnant partner .. so the lowest in the ad dollar chain.

That same CA traffic on a Canadian site is valued twice as much from demand/buyers within Canadá. It makes more sense to advertise to Canadians from outside Canada, as it’s more cost effective for the demand side.

Programmatic Advertising in Canada

To confound the situation, programmatic is not understood by most Canadian mid tier Publishers, as they expect the direct or guaranteed buys to continue. To them, programmatic it as just another remnant deal, rather than incremental revenue or alternative revenue source.. rich media programmatic confounds them entirely.

Yet, los niveles más altos’ obtener dólares de demanda golpeaba la puerta todo el día por lo que sólo pueden sentarse y obtener las compras directas y socios de anuncios normales de pila… pero la compra programática y la escala de la norma IAB y ahora los medios de comunicación ricos seguirán a erosionar su alto CPM. Escuchar y ver el mercado!

… videoblog de este post próximamente!

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Necesita la ventaja de un gestor de consultor de publicidad y desarrollo de negocios, con una especialidad en la exhibición o la publicidad móvil? My name is Marc Joffe and I can help manage your display inventory or create new demand for your advertising space. As a Publisher Advocate that’s what I love to do. Yo trabajo desde Vancouver, Canadá y aún hacen un gran "tostada." Holandesa @adopsonline. I vlog about display, seo and marketing. Suscribirse a mi nuevo financiado por la publicidad canal de Youtube