Canadian brands skew toward social channel campaigns | WARC | The Feed

Marketers in Canada have recently become over reliant on social channels and are under-investing in TV, according to a study of Canada submissions to the Effie Awards.

Why it matters

Media decisions, especially choosing how much to invest in TV, can affect a campaign’s level of effectiveness, with successful campaigns leading to growth over the long term. As a result, developing a strong TV strategy can offer brands profitability and protection amid ongoing economic uncertainty.

Takeaways