New forms of digital marketing and advertising are gaining ground as con­su­m­er goods firms and re­tail­ers look for more cost-effective ways to get their message across, a survey by Ipsos Reid found.

However, Canadian companies remain challenged by their lack of knowledge about these forms of advertising, Ipsos-Reid presi­dent Steve Levy said yesterday. And mobile applications are hampered by Canada’s costly and uncompetitive mobile communications infrastructure, he told a digital marketing conference in Toronto.

When advertisers and their agencies were asked about their spending intentions for next year, 80 per cent said they planned to spend more on online media, 57 per cent mentioned email and 46 per cent were looking at more mobile applications. But digital media remains a relatively small segment of advertisers’ total budgets, the conference heard.