Leading Brands in Canada's Advertising & Marketing Sector: Q2 2024 Analysis

In the dynamic landscape of advertising and marketing, certain brands have emerged as leaders in Canada, capturing substantial audience engagement across their digital platforms. This article delves into the performance of three such brands during Q2 2024: AIR MILES Canada, HubSpot, Inc., and MailChimp. Utilizing Sensor Tower's comprehensive data, we explore their audience trends, app engagement, and advertising strategies.

AIR MILES Canada (LoyaltyOne, Inc.)

Digital Presence: AIR MILES Canada operates through its website, airmiles.ca, and the AIR MILES Reward Program app.

• Audience Trends: The monthly true audience for AIR MILES remained stable, hovering around 690K throughout Q2. The website consistently attracted over 5M visits monthly, with a notable peak in May. The web audience was larger than the app audience, which had around 300K monthly app-only visitors.

• App Engagement: Monthly active users on the AIR MILES app showed a slight decline from 426K in April to about 393K in June, indicating a shift towards web usage during this period.

• Ad Spend & Channels: Monthly advertising spend increased significantly in June, reaching over $116K, with the majority of impressions coming from Facebook and Instagram. The OTT channels were not utilized this quarter.

HubSpot, Inc.

Digital Presence: HubSpot's digital footprint includes its website, hubspot.com, and the HubSpot app.

• Audience Trends: HubSpot's website experienced a decline in visits from over 9M in April to around 6M in June. Despite this, the monthly true audience remained above 300K, with the web platform being the dominant access point.

• App Engagement: The HubSpot app maintained stable monthly engagement, with active users slightly increasing from 26K to 28K by June, reflecting consistent mobile interest.

• Ad Spend & Channels: June saw a substantial rise in monthly ad spend, exceeding $480K, with LinkedIn and YouTube as key channels, delivering the majority of impressions.

MailChimp

Digital Presence: MailChimp is accessible via its website, mailchimp.com, and the Mailchimp Email Marketing app.

• Audience Trends: The website visits fluctuated, with a peak in May at over 6M. The monthly true audience remained above 290K, primarily through web-only visitors.

• App Engagement: The Mailchimp app had modest monthly engagement, with active users slightly decreasing from 2.7K in April to 2.5K in June, indicating a strong web preference.

• Ad Spend & Channels: Monthly advertising efforts were robust, with spend peaking in June at approximately $400K. Facebook and Instagram were the primary channels, generating significant impressions.

Conclusion

The Q2 2024 data highlights significant trends in the advertising and marketing sector in Canada. AIR MILES, HubSpot, and MailChimp demonstrate varied strategies, with emphasis on web versus app engagement and distinct advertising channels. Sensor Tower's unparalleled data insights provide a critical lens into these brands' cross-platform user behavior and advertising dynamics. For more detailed analysis, explore our offerings like Web Insights, Pathmatics, and App Performance Insights.