Canon is out to prove it’s more than just a photography company, leveraging television ads for the first time in nine years to boost product awareness around its line of printers, scanners, webcam software and more.
“We haven’t been as out there, potentially as in the past,” said Kevin Price, director of marketing and service for Canon. “We want customers increasingly to be aware of the types of products and solutions we offer.”
Back in early September, Canon launched its latest campaign titled “Harmony at Work,” with a diversified marketing strategy that put messaging across social media, influencer marketing, streaming services as well as custom television integrations.
For the 70-year-old brand, television advertising isn’t entirely new, but it has been an underutilized channel, Price said. It’s unclear how much Canon dedicated to its new marketing efforts as Price declined to offer further details around ad spend. This year, Canon’s marketing dollars are spread across social media, influencer marketing and digital video ads. At the same time, Canon is testing custom product integrations in television and other activations.
So far this year, Canon has spent about $6.6 million on advertising, up from $5.2 million spent last year, according to Pathmatics. Kantar reports Canon spent just under $5,000 on media this year, significantly more than the $1,680 spent in 2021. (Kantar figures do not include social spend as Pathmatics figures do.)
“At the beginning of this year, we knew that we really needed to elevate the brand in a fresh way,” Price said when asked about using video to boost product awareness.
TV ad spend in the U.S. may have hit its peak this year at $68.35 billion, up from $65.66 billion in 2021. It’s not expected to surpass $68 billion again for the next four years, according to research from eMarketer. Still, there’s value in television advertising, said Steve Wendling, group director of media at MMI Agency.
“While viewership of traditional TV is in decline, advertising in this medium can still build brand awareness, consideration and familiarity among a large audience by leveraging the power of sight, sound and motion,” Wendling said in an email to Digiday.
Television boasts a broad reach and allows for more storytelling, Wendling said. “Done right, traditional TV spots can quickly become part of popular culture, leading consumers to dig deeper online to find out more information,” he added.
Price says he’s optimistic about the company’s changes to its marketing mix with plans to continue to invest in video advertising. He did not offer further details on said investment.
“Our plan is for this to have a longer lasting impact and have a richer media mix. The changes that we’re seeing in the market are not going to go away,” he said referring to shifts in how people consume media.
Member ExclusiveDigiday+ Research: Instagram wins over Facebook for role in brands’ holiday marketing
Brands differ on how they use each marketing channel during the holidays -- even when it comes to sibling social media platforms Facebook and Instagram, Digiday+ Research found.
How — and why — Candy Crush is in the midst of a 10th anniversary brand refresh
In the years since Activision Blizzard acquired the Swedish game studio King in 2016, employees at the gaming giant have started to internally refer to their company as “ABK” — that is, Activision Blizzard King. But the corporation’s recent financial reports indicate that “KAB” might be a more accurate abbreviation.
Independent agency Goat invests in influencer strategy for clients as it expands in the U.S.
Everyone is after influencers to up their marketing game. But the secret to success, Goat contends, is in viewing influencers as performance media and using data to deliver clients guaranteed outcomes.
SponsoredHow brands are measuring incremental performance on CTV
Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
Marketers bring Web3 to the FIFA World Cup with augmented reality, NFTs and virtual worlds
The month-long tournament, which begins this weekend, will be the first World Cup since it took place in Russia in 2018 long before “Web3” entered the global lexicon. Now, official and non-official sponsors are hoping to harness the hype with a range of NFTs, virtual worlds, augmented reality tools and other trendy tech.
U-Haul diversifies its social strategy to tell people it’s more than moving trucks
In recent years, U-Haul's in-house agency has been working to "better leverage social media for brand loyalty."