How Canon, Adobe, and Fujifilm’s Video Ads Reveal Business Strategies
Canon is about to make a return to television advertising for the first time in nine years as it attempts to boost widespread product awareness of its printers, scanners, and webcam software., the company says that its goals for returning to broadcast television is to increase customer awareness of its brand beyond just cameras.
Canon’s overall spend on U.S.-based advertising rose to $6.6 million from 2021’s $5.2 million spend, but it’s still not a lot considering the overall TV ad spend in the U.S. hit a peak of $68.35 billion, despite the growth and popularity of streaming services. Digiday says that Canon’s spend has been spread across social media, influencer marketing, and digital video ads, but that is poised to change.
“We haven’t been as out there, potentially as in the past,” Canon’s director of marketing and service, Kevin Price, tells, referring to advertising on broadcast television. “We want customers increasingly to be aware of the types of products and solutions we offer.”
I don't remember the last time I saw a camera brochure.