COVID-19 Tool Kit Business & Finance

April 2020

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Quantcast set out to understand the rapidly changing nature of consumer digital media consumption, coinciding with the coronavirus outbreak. What we are seeing in Canada, with no surprise is, home internet usage is up to 60% higher than usual during the day as people work remotely and stream more, up to 20% higher than usual at night1. Internet providers have now lifted usage allowances across the board and streaming services have lowered their video quality to be able to manage. Leaving an opportunity for brands to now be able to build their digital presence more than ever.

As consumer behavior continues to shift, there is an opportunity for brands to boost engagement with customers through digital channels.

Shifting your media mix Many marketers are evaluating the impact of COVID-19 on the advertising industry. One clear signal has emerged: marketers are pausing their OOH(out of home) advertising budgets and are reevaluating their media mix to ensure they continue engaging with customers in a scalable, revenue-driving way.

Because of the market volatility due to COVID-19, many brands are preemptively cutting media spend, shifting away from channels like OOH and place-based media, including airports and cinema, to digital channels where activity is scalable, turnkey, and can be tied to revenue-driving efforts.

State of the NationThe Business and Finance sector in Canada has been as expected during these circumstances with increased online traffic for online banking tools, payments, investments and Taxes. Canadians digital behaviors in this category have mirrored what we have seen recently with increased social distancing related to COVID-19. Between the week of Dec 30, 2019 – January 5, 2020 to March 9 – March 15, 2020 there has been an increase of +19% and +59%, respectively, in visits in the Investments and Payments subcategories1. Canadians are now more than ever switching to online tools to complete payments or to educate themselves on the health of this industry.

Introduction

A shift in consumer behavior

1 Comscore Coronavirus crisis is dramatically impacting digital media in Canada

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TaxTax season in Canada will see an extension until June 1, 2020 due to COVID-19. With the government looking to quickly inject liquidity into the economy. As well, Canadians now have until July 31st to pay any outstanding balances interest free.

New tax deadline and search interestsOur data, coupled with market research, show search interest on tax filings increase as soon as the new year rolls in and remains high before starting to taper off a few weeks before the tax deadline.

What our data is saying

Marketing Trends & Recommendations

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DecNovOctSepAugJulJunMayAprMarFebJan

Tax DeadlineApril 30/May 1

QUANTCAST SEARCH TRENDS FOR TAX RELATED SEARCHES

2016 2017 2018 2019

Source: Quantcast Search and Google Trends 2016 – 2019, Tax Filing related searches

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Recommendation

Understand which demographic is applicable to your business, target those to increase adoption. Take advantage of increase timing to convert new customers onto online tax tools.

Quantcast Tool

SPA

DIY Tax vs Personal Tax AccountantsThose looking to file taxes on their own tend to either be in their late twenties or retired. Related search behaviour suggests those in their late twenties have simpler taxes to file while having an employment income. Those who are retired are also more likely to be a DIY tax-filers possibly because of increased time to manage their own finances.

Interestingly, those in their late twenties to early thirties are also more likely to consider personal tax accountants. Perhaps, they are researching different options on filing taxes which include DIY and tax accountants. Those about to retire are also more likely to search for personal tax accountants, but search interest drops significantly for retirees as they prefer DIY tax filing solutions.

Early in the tax season, start exploring their options and estimating refunds

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MayMarchJanuaryNew Tax Deadline

June 1

Actual Projected

Mid-season, people decide on which tax prep solution to use and start gathering the necessary information

In the final period, people are focused on the deadline, additional deductions, and filing for extensions

PROJECTED SEARCH INTERESTProjected search interest based on the new tax deadline and historical search trends show sustained search interest rolling further in the year and extending the targeting window. Our search data also reveal different needs of the tax filing user depending on deadline proximity.

Marketing Trends & Recommendations

Source: Quantcast Measure and Search – search trends, 2019 - Top indexing words for the period 2019

Source: Quantcast search and demographics data, CA, Jan 2020 - March 2020, indexed to the national average of the same time period. DIY audience includes searchers of tax software / cloud service related search terms. Tax accountant audience group include searchers of personal tax accountant and full service tax filing service related search terms.

AGE PROFILE CURVE

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What our data is saying

Marketing Trends & Recommendations

2 Source: Quantcast Interest data, CA, pre period: March 16-22, current period: March 23-293 Financial Post CIBC, RBC cut credit card rates to give relief to customers amid

COVID-19 pandemic

HISTOGRAM OF TRAFFIC INDEX

NO FEE TRAFFICPREMIUM TRAFFIC

2 WK ROLLING CHANGE2 WK ROLLING CHANGE

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3/183/113/42/262/192/122/51/291/221/151/81/1

Credit CardsSince the big banks in Canada announced mortgage relief plans Canadians have also been looking for similar exceptions for their credit card debt. Quantcast data saw an increase in WoW interest in credit/debt & loans online, specifically, amongst Gen Y (+46%WoW)2. However, recently, Royal Bank of Canada (RBC) & Canadian Imperial Bank of Canada (CIBC) announced relief on credit card interest rates. RBC will reduce credit card interest charges by 50% for clients receiving minimum payment deferrals, And Canada’s biggest lender said in a statement.CIBC personal credit card users who request to skip a payment will get a temporary lower annual rate of 10.99%.3

Source: Quantcast Measure data, Jan 2020 to March 2020, CA

Since late February, site traffic to online credit card applications have decreased with the most significant changes happening to premium cards compared to no fee cards.

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RecommendationAdjust creative to call out immediate relief efforts during the pandemic. As well, emphasize no fee credit card options, low interest rates and balance transfer plans to convert new users.

Quantcast ToolBrand Targeting and DR Targeting

Marketing Trends & Recommendations

balance transfer offersbest balance transfers for credit cards

balance transfer on credit cardsfree balance transfer credit card no fee

credit card balance transfers0 balance transfers credit cards

zero percent interest on balance transferssteps to writing a balance transfer cheque

0 percent credit cards for balance transferscredit cards with low balance transfer ratescredit cards with zero balance transfer fee

what is credit card balance transfer

The uncertain economic times coupled with massive layoffs and jobless claims from those in the service, hospitality, and airline industry has prompted Prime Minister Trudeau to urge banks to lower their credit card interest rates. This comes at an opportune time as there has been increases in search for credit card balance transfers in the recent days. A comparison between balance transfer searches before the pandemic and after reveal a sense of urgency for the latter. There were more searches on balance transfer offers and deals as users were likely looking for options to manage their debt while current searches may be looking to delay immediate credit card debt payment while incurring minimal interest charges.

TOP RECENT CREDIT CARD BALANCE TRANSFER SEARCHES

There have been changes for no fee cards in the age demographic profile of those looking to apply for credit cards since the outbreak. Specifically, there are more 18-20 year olds looking for no fee credit card applications while there are slightly more 21-24 year olds looking for premium credit card applications.

LOOKING TO APPLY FOR CREDIT CARDS BY AGE

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65+60-6455-5950-5445-4940-4435-3930-3425-2921-2418-20

NO FEE TRAFFICPREMIUM TRAFFIC

Source: Quantcast Measure and Demographic data, Jan 2020 to March 2020, CA. Change index is calculated as percentage of current period to pre pandemic period. Current period: March 8 to March 23, Pre pandemic period: Jan 1 to March 7

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Personal LoansOn March 13th, Prime Minister Justin Trudeau announced a stimulus package to help Canadians during what is believed to be an economic recession due to COVID-19. Canada’s stimulus package includes areas to help those with personal debt and student loans. And also provides recommendations to avoid borrowing additional credit as those who borrow for the short run have lower levels of financial well being.4

Online interest trendsThose searching for home equity loans differ between those searching for personal loans (loans & line of credit) in demographic. Older demographics are more likely interested in home equity loans (which requires home ownership) which can provide added cash flow for those about to retire with reduced income. Whereas personal loans normally have a more distributed age appeal and is popular amongst young adults (18-20) who possibly have student debt, late 30’s Millennials and retirees (65+).

What our data is saying

However, the personal age profile curve has changed significantly since the pandemic began in Canada. Young adults (18-20) are less likely to seek personal loan with school cancelled, travel banned, and social activities closed. Older millennials and those 60+ are now more likely to research personal debt - perhaps to augment impacted cash flows due to changes in employment and investment portfolios.

Marketing Trends & Recommendations

4 Government of Canada Managing financial health in challenging time

Source: Quantcast Search and Demographic data, CA, Jan 2020 to April 2020, indexed to the national average for the same time period.

Source: Quantcast Search and Demographic data, CA, Jan 2020 to April 2020, indexed to the national average for the same time period. Pre period Jan - March 2020, Current Period March 2020 - April 2020

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Recommendation

Update messaging to highlight relief efforts whether it is low interest rates or solutions for low interest rate debt. Be cautious about mindsets of new customers that may be going through a difficult time. Target new demographics that have shifted and adapt as new users.

Quantcast Tool

DR Targeting

Search interests by industry have changed In normal circumstances, those interested in personal loans and home equity loans skewed heavily within white collared industries such as tech, management, and finance and less so for blue collar industries like agriculture, utilities and mining.

Income brackets When looking at income brackets, middle class income households are more likely than before to search for loans and lines of credit, while those with household income of $100k+ are more likely than before to search for home equity, but not personal loans products.

CHANGE IN SEARCH INTEREST BY INDUSTRY

-30% -20% -10% 0 10% 20% 30% 40% 50%

Agriculture, Forestry, Fishing, HuntingManufactureConstruction

Transportation And WarehousingHealth Care And Social Assistance

Retail TradeOther Services

Admin & Support, Waste ManagementPublic Administration

Wholesale TradeUtilities

Accomodation & Food ServiceArts, Entertainment And RecEducational ServicesMining, Quarrying, And Oil & GasReal EstateProfessional, Scientific And Tech ServicesFinance & InsuranceInformation And Cultural IndustriesManagement Of Companies

PERSONAL LOAN HOME EQUITY LOAN

CHANGE IN SEARCH INTEREST BY HOUSEHOLD INCOME

-15%

-10%

-5%

0%

5%

10%

$100k +$80k-$100k$40k-$80k$0-$40k

PERSONAL LOAN HOME EQUITY LOAN

0 30 60 90 120 150

PERSONAL LOAN HOME EQUITY LOAN

Agriculture, Forestry, Fishing, HuntingUtilities

Mining, Quarrying, And Oil & GasManufacturePublic Administration

Health Care And Social AssistanceEducational Services

Retail TradeOther Services

ConstructionAccomodation & Food ServiceWholesale TradeAdministrative And Support, Waste Management

Arts, Entertainment And RecTransportation And Warehousing

Real EstateProfessional, Scientific & Tech Services

Finance & InsuranceInformation And Cultural Industries

Management Of Companies

Source: Quantcast Search, CA, Jan 2020 to April 2020, indexed to the national average. Environics DemoStats 2019 industry data.

Source: Quantcast Search, CA, Jan 2020 to April 2020, indexed to the national average. Environics DemoStats 2019 industry data. Pre period Jan - March 2020, Current Period March 2020 - April 2020

Source: Quantcast Search, CA, Jan 2020 to April 2020, indexed to the national average. Environics DemoStats 2019 industry data. Pre period Jan - March 2020, Current Period March 2020 - April 2020

However, the pandemic has changed the industry skew. Many blue collar industry users like agriculture, manufacture and construction saw increases in search interest and white collared industry workers saw a dramatic decrease in search interest. Our related search interest suggests that conspicuous consumption has decreased, and those with severely impacted incomes may need more cash flow to pay for essentials with low interest rate debt.

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MortgageIn a joint announcement on March 19th, Canada’s big banks announced those who are struggling due to COVID-19 will be able to defer their mortgage payments for up to six months.5 According to the Canadian Bankers Association, on April 3rd mortgage deferrals had reached half a million requests, taken together, the country’s six largest banks have deferred more than 10% of the mortgages in their portfolio.6

What our data is saying

Marketing Trends & Recommendations

The pandemic has no doubt affected the real estate market deferring both would-be buyers and sellers until health concerns clear up. But how has real estate activity affected mortgage interest? Our data shows that the impact may not be as severe as one may think.

In the past month, the Bank of Canada has cut interest rates 1.75% to just 0.25%. In normal circumstances, this would have prompted most people looking to get into the real estate market to call their local bank on mortgage options. However, current times are different.

The chart above shows traffic on mortgage information sites compared to traffic on site pages that are lower on mortgage application process. We’ve labeled the former as researchers and the latter as intenders. While intenders traffic dropped significantly once the country started entering into lockdown, researchers traffic did not taper off much.

While the BoC interest rate is low, banks have been reluctant to pass on the low rates to consumers. 5-year fixed rates have actually increased from a few weeks ago.6 Mortgage applicants, while still interested, may be waiting for a safer time to lock in lower rates.

5 Canadian Mortgage trends Big Banks Announce Mortgage Deferral Relief 6 Globe and Mail Mortgage demand drops as lenders tighten standards amid pandemic

MORTGAGE TRENDS

MORTGAGE INTENDERS MORTGAGE RESEARCHERS BoC INTEREST RATE

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PANDEMIC

Source: Quantcast Measure, CA, January 2020 to April 2020. Researchers: Users who visited mortgage information sites. Intenders: Users who visited pages that are lower on the mortgage application process

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Recommendation

Interest in mortgage researching is still high even though application intenders are dropped. Ensure your brand is relevant to consumers who are shopping around and waiting for the health concerns to ease before applying for a mortgage.

For banks implementing mortgage deferral programs, call out immediate relief efforts in creative and build your brand with existing customers.

Quantcast Tool

DR Targeting & Brand Targeting

Home OwnershipWith lower mortgage interest rates, our data showed owners are more likely to apply for mortgages, while those who are renting or living in band housing are less likely to be interested in a mortgage. Our search data show owners could be applying for mortgages to renegotiate their existing rate, purchase another home or upgrade to a larger home.

Age ProfileOur age profiling curve shows mortgage researchers skew towards Millennials in their late 20’s and early 30’s while interestingly, mortgage intenders skew older. The interest may be driven by Millennials looking to purchase a home, but the mortgage may be initiated by parents/guardians who may be giving guidance or financial support.

CHANGE IN MORTGAGE INTEREST BY HOME OWNERSHIP TYPE

MORTGAGE INTENDERS MORTGAGE RESEARCHERS

-50% -40% -30% -20% -10% 0% 10%

Band Housing

Renter

Owner

Marketing Trends & Recommendations

Quantcast Measure and Demographic data, CA, January 2020 - April 2020. Researchers: Users who visited mortgage information sites. Intenders: Users who visited pages that are lower on the mortgage application process.

Quantcast Measure and Search, CA, Pre period: January - March 2020, Current period: March 2020 - April 2020. Search data is indexed to the national average of the same time period to identify top relevant topic searches. Environics DemoStats 2019 CA data on primary residence ownership.

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What our data is saying

Marketing Trends & Recommendations

Age ProfileThe age profile curve of investors indexed to the national average changed slightly from before the pandemic to current period. Specifically, before the pandemic skewed towards Millennials in their early thirties and older Baby Boomers. However, the volatile market conditions may be too risky for older generations as we see them now under indexing for investing sites. Conversely, the younger generations may have an increased appetite for risky market situations that may come with higher returns.

7 Macleans Coronavirus plunges Canada’s economy into the abyss8 Quantcast interest data, pre period defined as January 1, 2020 to January 31, 2020 and current period defined as

Feb 1, 2020 to March 18, 2020. Baby Boomer Plus defined as 50+ and Millennials defined as 21-34 years old

InvestmentsDuring the start of the COVID-19 pandemic in Canada, online interest for investments products increased amongst baby boomers and Millennials. With the health crisis that has ultimately led to an economic crisis in Canada roughly $1 trillion in wealth has been wiped out since February, with the S&P/TSX Composite Index plunging to the same level it was at in 2006. Nevertheless, the increase in interest in investment products (Options, Mutual Funds, Hedge Funds) could be a result of Canadians monitoring their portfolios. However, both demographics saw an increase in interest in beginner investments.

Quantcast Measure and Demographic data, CA, Before period: January - March 2020, Current period: March 2020 - April 2020, indexed to the national average of the same time period.

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Marketing Trends & Recommendations

Recommendation

Younger investors are more likely to invest in turbulent market conditions. Ensure your marketing content is relevant to that audience group.

Quantcast Tool

DR Targeting

Occupational IndexThe investing audience under indexes for blue collar occupations while over indexes for white collar workers. In the recent month, those working in sciences were more likely to visit online investing resources than even business finance and administration workers.

0 50 100 150

Primary Industries

Trades / Transportation / Operations

Manufacturing / Utilities

Healthcare

Sales Service

Social Science / Education / Government

Management

Art / Culture / Recreation / Sport

Business Finance or Admin

Sciences

NATIONALAVERAGE

Online InterestThe trending graph shows how all age groups react to market volatility with increased online investment traffic/activity. Peak activity for all age groups was during the week of March 16th when North American markets were experiencing double digit daily drops.

We can also see that Baby Boomers in general have a high vigilance/interest in investing even during calmer market conditions, and it is Gen Z and Gen Y whose activity picks up the most when markets become unstable.

PANDEMIC

3/303/233/163/93/22/242/172/102/31/271/201/131/6

TITLE

GEN X GEN Y GEN Z BABY BOOMERS S&P/TSX COMPOSITE INDEX

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Quantcast Measure and Demographic data, CA,January 2020 - April 2020, indexed to the highest traffic week. S&P / TSX Comp Index: Google Finance

Quantcast Measure and Search, CA, January 2020 - April 2020, indexed to the national 2019 average, Environics DemoStats 2019 CA data on household occupation.

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What’s next

Building your brand during this time

Some lessons:

While many brands look to make cuts during what might be another recession, it is important to revisit the lessons that were learned during past recessions and its impact on marketing. During the last financial crisis of 2008, strong brands recovered 9 times faster.

Maintain your loyal customers. Maintain your loyal customers by bolstering trust. Reassuring messages that reinforce an emotional connection is comforting during these times. Building and maintaining strong brands—ones that customers recognize and trust—remains one of the best ways to reduce business risk and build a strong brand.

Find your new customers. With consumer mindsets & lifestyles changing during this time it is important to find those new customers willing to substitute or make your brand essential now and in the future.

Invest in Digital. During the 2008 financial crisis, marketers spent 14% more on online ads over the first three quarters than they did the same time frame the previous year. An example brand that thrived was Pepsico who reallocated budget into digital to target a new customer growth and was successful in becoming a strong essential brand in younger households.

Build your rebound plan now. China is now coming out of a 2 month lockdown and all eyes are on how their economy and how it will rebound. Marketers should look ahead now because the recovery will arrive as abruptly as the disruption. Although it is harder to plan for a disruption like COVID-19, brands should begin scenario planning to be able to move quickly.

2006 2007 2008 2009 2010 2011 2012 20132010 2014 2015 2016 2017 2018 2019

Brand Z Top 10 Powerful BrandsBrand Z Top Brands Portfolio

S&P 500

+317%

+196%

+128%

+59%

MSCI Word Index

Strong brands recovered 9x faster following the financial crisis of 2008.

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Highlight products and services most relevant to new norms. How can your brand support people who are social distancing, working from home, or homeschooling? For example, many retail brands are focusing on comfortable, athleisure clothing. Delivery services are emphasizing contactless deliveries and their support for local restaurants.

Call out immediate relief efforts if applicable. If your business is implementing any specific measures to support customers such as delaying payments, waiving fees, or offering discounts, make sure this is a focus. Consider an advertising strategy to help get that message out.

Messages that Matter While Quantcast keeps your ad dollars relevant by adapting to changes in consumer behavior, here are ways to keep creative messaging useful, appropriate, and impactful.

What’s next

Emphasize your delivery options. With many people staying at home and physical contact discouraged, customers want to know that they can receive your products without having to go outside or that shipping is free.

Rethink messaging in the context of current events. Always view your ad creative from the perspective of the person who reads it. For B2B in particular, language that mentions revenue and profits may come across as insensitive. Instead focus on the non-monetary value your business can bring.

Consider shifting from direct response CTAs to a brand-focused narrative. Even if some consumers are only buying the essentials, it’s important for brands to maintain awareness and consideration for when business picks back up.

Show empathy with every message to customers. Regardless of channel, each marketing touchpoint is an opportunity to show your brand’s support. Customers will appreciate brands that acknowledge the current challenges and reach out to them with a human voice

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The Power of DigitalDuring these unprecedented times, you need an agile partner that shifts quickly to meet your goals. With Quantcast, our unique first party data, we have mastered the art of outcomes based marketing and measuring audiences at scale, and have the ability to identify unique audiences outside of the ‘walled gardens’, ensuring our clients reach the people that matter the most to their business and bottom lines. During this uncertain time, it is more important than ever for brands to leverage RTB. It is accountable, easy to optimize, easy to test, measurable, and cost effective. And because Quantcast is a programmatic vendor that owns our own data, this puts us in position to accurately understand the value of each individual bid, maximizing value and performance.

Quantcast is supporting its customers by providing digital alternatives like programmatic display & video and Connected TV. With access to the leading inventory sources, such as 15+ exchanges, direct integrations with SSPs, and 1500+ private marketplaces, we lead in scale and performance. To help you specifically navigate your brand through digital at this time we have put together some key trends and recommendations:

How we can help

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Objectives Brand AwarenessBrand PreferenceFrequencyViewabilityVideo Completion

Quantcast Solutions Search Powerered Audiences (SPA)Demographic Audiences

Data Overlay using Data Partner Audiences

Automotive (DLX Polk)Business & Occupation (Bombora, Dun & Bradstreet, NetWise)CPG (IRI, Datalogix)Entertainment (Mastercard, TiVo)Financial (IXI, Mastercard, Experian)Shopping interests (Oracle Data Cloud, Hitwise, Quantium)Social (Affinity Answers)Lifestyle (Experian)Real Estate (CoreLogic)CRM & DMP (LiveRamp)

Measurement Available Brand Lift StudyFoot Traffic StudyIn-Target Audience ValidationViewability ReportingVideo Completion Reporting

Quantcast is here to help grow your client’s brand.

How we can help

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Since its launch in 2015, Quantcast Video has delivered brand results for advertisers including Microsoft, Virgin, Philips and more.

In 2018, we launched our proprietary Frequency Management Optimization Tool, a game changing tool that ensures we hit brand lift metrics in real-time.

Brand Video

What makes Quantcast Video unique?+ Insights: Who did your ad get served to? What

were their online habits? What do they purchase offline?

+ Targeting: leverage our unique targeting solutions such as Demographic, Search Powered, and Data Partner Audiences

+ Accuracy: Plan and Measure in-target accuracy+ Data: everything powered by our live first party

dataset+ Frequency Management Optimization: Don’t

let frequency capping lead you to over or under exposed audiences. Let us optimize your video delivery to the ideal brand outcomes.

Why is Quantcast Video the right solution?Stop targeting segments – targeting customers during their consumer journey. + Flexible success metrics: completion rate, site

traffic, viewability, etc.

+ Extended reach outside of walled gardens (Facebook, YouTube, Google)

+ Pre-Roll+ Premium inventory

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DMP DR

CDN

CPC

DSP

CTR

DAA

JSON

RTB

API

DAA SSP

DCO

DR TargetingWe are best in market in finding audiences that are likely to convert on your client’s site, in real-time.

How do we do it?Using the largest live audience dataset in the world, we build lookalike models of your ideal customer and target more of them at scale.

We have a proven track record+ We have over 10 years of experience in delivering

ROI for Fortune 500 brands, converting audiences quicker and at greater scale than our competitors

+ Case studies available on our website

Put us to the test+ Quantcast is confident in our product and we want

to prove it!+ Support in setting up for success+ Insight into best practice for Head to Head tests

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Complementing Your Current CapabilitiesWe’re here to help you understand your client’s audience better, find incremental audiences at scale and make your clients campaigns more efficient and effective. Here’s how we can complement an internal Trading Desk.

QuantcastInternal

Trading Desk

Activate Client Data + +

Quantcast Proprietary Data (First Party) +

Activate Third Party Data + +

Campaign Optimization AI Human

DMP/Adobe Integration + +

Search/Keyword TargetingSearch

ProspectingSearch

Retargeting

Audience Insights Dashboard +

Display + +

Dynamic Creative Optimization +

Premium Video + +

Social +

Native + +

Rich Media/High Impact + +

Brand Studies +

Mid Campaign Delivery Insights +

Prospecting & Conversion Insights +

Frequency Management Optimization +

How we can help

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Service & Deliverables

Quantcast automates the mundane tasks such as reporting, campaign optimization & insights so that our team is freed up to spend more time helping you and your tasks

QBRs and reporting

In-depth campaign analysis and recommendations.

Tailored to your reporting schedule and format.

Flexible to support your client conversations with workshops and brainstorms.

Reports available: Impact of brand on DR/performance, impact of video on display, audience analysis and insights, path to conversion, performance and optimization insights.

Turn around times

Short deadlines are not a problem so you don’t need to panic about a late brief or set up!

Quantcast can execute campaigns within hours.

Creative trafficking and day-to-day work is done same-day.

Dedicated team

It’s not only a sales team here, we have on-the-ground insights, product, data, and analytics teams ready to support your business.

Pre-campaign set up

Metrics Sheet Quantcast uses a simple metrics sheet for all campaigns. This ensures that you, the client, and our teams are all working towards the same goal.

Pre-campaign Kick off call 5 minute call to discuss set up and KPIs before setting campaign live.

How we can help

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Technical Glossary

Indexing to the national averageTo give the demographic variable distributions a benchmark, we index it to the national average of the same time period (i.e., percentage of audience group who are millennials indexed to the percentage of online Canadian users who are millennials).

Age index curve The age index curve is calculated as a polynomial regression of indexed age segments

Environics DemoStats data Each cookie captured in Quantcast’s universe contains a geo print in the form of a postal code. We looked at only mobile cookies on an FSA level to match onto DemoStats data by FSA.The demographic variable distributions are then summed and averaged for the entire audience base to provide comparative insights by audience group.

Quantcast Search DataAs the real-time pulse of the internet, Quantcast runs the world’s largest AI-driven audience insights & measurement platform, directly quantifying over 100 million web and mobile destinations. Quantcast’s search data is derived from this platform of bid and pixel exchanges as well as millions of Quantcast tagged sites.

Using Environics DemoStats 2019 data

1. Match on FSAEach cookie captured in Quantcast’s universe contains a geo print in the form of a postal code. We looked at only mobile cookies on an FSA level to match onto DemoStats data by FSA.The demographic variable distributions are then summed and averaged for the entire audience based to provide comparative insights by group.2. Indexing to the national averageTo give the demographic variable distributions a benchmark, we index it to the 2019 national average.