The future of digital out-of-home advertising in Canada remains uncertain; Netflix's 2020, YouTube's shoppable videos, and Peacock streams WWE Network

In our pre-pandemic ad spending forecast for Canada, we anticipated OOH would be the sole traditional format to experience positive growth in 2020. January 27, 2021 [The future of digital out-of-home advertising in Canada remains uncertain; Netflix's 2020, YouTube's shoppable videos, and Peacock streams WWE Network](   In our pre-pandemic ad spending forecast for Canada, we anticipated OOH would be the sole traditional format to experience positive growth in 2020. After a relatively normal Q1, when sector growth was relatively flat and concerns about the coronavirus were just starting to surface, the market plunged in Q2 as quarantines were fully enacted in Canada. The market for these ads never fully recovered even as lockdowns eased, summer arrived, and more people ventured outdoors. “It looks like everything is just continuing as normal, but under the surface, every business is swimming frantically and preparing things they’re not ready to announce yet,” said John Goulding, US head of strategy at programmatic partner MiQ. “I’m expecting a lot of big unveils especially in H2 in terms of solutions for the current market.” The result was OOH ad spending declining massively in 2020, down 30.0% from 2019. We forecast OOH totaled CA$644.0 million ($485.4 million) in 2020. We don’t expect a recovery of this ad market to pre-pandemic levels until 2023. [Read the full article.]( [The Ultimate Handbook for Data Privacy and Omnichannel in 2021]( Infutor has put together the ultimate 2021 Privacy and Omnichannel Handbook to help marketers plan for the post third-party cookie world, as well as answer questions about the possible information security, data architecture and privacy ramifications. [Get the Guide]( [Podcast: Breaking down Netflix's 2020, YouTube's shoppable videos, and Peacock streams WWE Network](   eMarketer senior analyst at Insider Intelligence Ross Benes discusses Netflix's Q4 earnings and market position. He then talks about whether lesser-known streaming services can make some noise, YouTube's shoppable videos, and how Peacock's exclusive streaming deal with WWE Network can make its content offering more attractive. [Listen in.]( [chart-image]( [[Webinar] How to Transform Customer Experiences]( To succeed in marketing, you must activate meaningful brand experiences, solve personalization challenges, and measure campaign performance by leveraging the right cloud environment. Watch eMarketer’s Tech-Talk Webinar, with sponsored content presented by Merkle, to learn how to implement a modern data strategy. [Watch Now]( [Report: To Meme or Not to Meme?](/FDALp00o92S0Q3C9000GDML)   Many social media users turned to memes for entertainment and comic relief in 2020. This report explores how brands can incorporate memes into their social media marketing or use them as a social listening tool. It also includes best practices for marketing with memes. [Read the executive summary.](/FDALp00o92S0Q3C9000GDML) [chart-image](/FDALp00o92S0Q3C9000GDML) [How marketers and service professionals use SMS messages](=/FDALp00o92S0Q3C9000GDML)   Marketers and service professionals are using SMS messages in many ways. Companies employing SMS marketing tend to either be innovators, early adopters, or simply have less loyalty to other channels like email. [Read the article.](=/FDALp00o92S0Q3C9000GDML) [chart-image](=/FDALp00o92S0Q3C9000GDML) ©2021 eMarketer, Inc. 11 Times Square, New York, NY 10036   eMarketer Daily is published by eMarketer, Inc. [Unsubscribe](/FDALp00o92S0Q3C9000GDML) | [Change email address](/FDALp00o92S0Q3C9000GDML) | [Update preferences](/FDALp00o92S0Q3C9000GDML) | [Advertise](=/FDALp00o92S0Q3C9000GDML) [Select "Research Submissions"](=/FDALp00o92S0Q3C9000GDML) for potential inclusion in the eMarketer Daily. If you cannot view the HTML newsletter, please [read it in your browser here](=/FDALp00o92S0Q3C9000GDML). =/FDALp00o92S0Q3C9000GDML   =/FDALp00o92S0Q3C9000GDML