- Cost Per Canadian
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- Cost Per Canadian for May 15th
Presented by Point Blank
Last week, the top ten advertisers in Canada spent a little more than $190,000. Spending by the Federal parties was down across the board, but influence groups like Wild First and Quality Canadian Milk made up the difference.
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Frazer, Digital Director. Point Blank
Seven-Day Ad Spend
(4th May - 10th May)
Page | Spend | Affiliation |
|---|---|---|
$42,167 | ||
$37,767 | ||
$25,384 | 🇨🇦 CA CPC | |
$16,802 | ||
$14,725 | 🇨🇦 CA ON OPC | |
$11,871 | 🇨🇦 CA AB GOVT | |
$11,797 | ||
$11,615 | 🇨🇦 CA ON GOVT | |
$9,226 | ||
$9,069 |
Seven-Day Ad Spend By Federal Party
(4th May - 10th May)
Party | Spend |
|---|---|
Conservative Party of Canada Including spend by the leader. | $33,189 Down 24% |
Liberal Party of Canada Including spend by the leader. | $8,205 Down 6% |
New Democratic Party of Canada Including spend by the leader. | $532 Down 35% |
Noted:
New ads launched by the Ontario Medical Association.
The Ontario Medical Association (OMA) has launched a new suite of ads highlighting the underfunded health-care system in Ontario. The ads launched on the 6th and are targeted at people who have expressed an interest in the medical profession, politics, general activism, and social movements.
These ads are a perfect example of getting lost in what we like to call the “sea of sameness”. Advertising around public healthcare typically features tired, unhappy patients or health-care professionals, and repeats the same frustrated messaging. With audiences being exposed to over 11,000 messages a day a different approach is needed to grab their attention and evoke meaningful action.
Despite looking like an ad driving their audience to act by signing a petition or emailing their representative, the landing page that the OMA directs people to is informational only, with no ask. This indicates that they’re running these ads as a persuasion campaign (attempting to convince the audience of a particular message), which is confusing given they’ve targeted an audience of people who almost certainly already agree with them.
Ads about salmon farms from Wild First.
Wild First renewed its campaign to remove salmon farms from British Columbia. To influence federal lawmakers, they’re running this and a handful of other versions in specific cities and towns in BC and a set of postal codes in Ottawa.
Unlike the OMA’s ads, this campaign drives people to an email action and sign-up flow that sends an email to the Prime Minister on behalf of the user. Actions like this are excellent for keeping supporters engaged and growing a community of people you can contact for campaigning and activism.
Email-to-rep actions are a great way to engage your existing supporters and potential lookalike audiences. But since conversion rates on these actions are statistically lower than symbolic pledges, petitions and basic signup pages, you'll want to be sure you're targeting qualified audiences and likely action-takers – otherwise you're paying to drive traffic to a page that's a high-bar ask for people who have never heard of your organization or issue. In the end, you might pay more to acquire contacts on email-to-rep action pages (cost per acquisition), and you might have a lower conversion rate on those pages, but action-takers are likely more qualified and aligned to your cause.
The digital advertising landscape in 2024 is so precisely targeted that for many people, it’s impossible to know which ads your neighbours, friends and family are being influenced by. We track the biggest spenders and high-profile campaigns every week on Meta, keeping you in the loop with what the rest of Canada is seeing.
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