TV drives greater campaign effectiveness than social channels: An Effie Canada analysis

Marketers in Canada have recently under-invested in TV, a key driver of profitability, and are focusing their efforts on social channels instead.

Marketers in Canada are overly reliant on social channels while under-investing in TV, with only the top performers dedicating a sizable amount of their budgets to TV campaigns.

That’s the conclusion of marketing effectiveness specialist Peter Field, who...

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