Meet our new manager of communications and content

April 17th, 2015 | ACA Team,

We’re a lean and mean operation here at the ACA, but we’ve recently expanded our team to include a new Manager, Communications and Content. Matthew Chung joins from Brunico Communications, and his depth of experience reporting on the MarCom industry – as Editor of Media in Canada and, prior to that, as News Editor of […]

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How digital is transforming OOH

April 14th, 2015 | Rosanne Caron, President, OMAC/COMB

There’s no question that it’s harder than ever to grab people’s attention. Aided by technology (read: smartphones), consumers are constantly connected and able to research products, plan and make purchase decisions while on the go. With so much content coming at them, it has become easier to reject or ignore messages. But it turns out […]

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Transparency dominates discussion at programmatic trading event

April 8th, 2015 | Matthew Chung, Manager, Communications and Content

Transparency (or the lack of it) in programmatic buying was the elephant in the room last week at Marketing magazine’s AD-Vantage Programmatic Trading Conference. And Ian Hewetson, VP of Client Services for ad server and demand-side platform Eyereturn Marketing, made sure to address it during his morning keynote session.

“You’ve got a lot of different players in almost every single programmatic buy,” Hewetson (pictured, right) told a packed room on Tuesday March 31 at the Bram and Bluma Appel Salon in the Toronto Reference Library. “You’ve got the site, the supply-side platform (SSP), the exchange, a demand-side platform (DSP), maybe you have a verification vendor, maybe you’ve got third-party data in there, and an agency trading desk too.

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Who Gives a Hoot About Brand Loyalty?

March 24th, 2015 | Tony Altilia, Partner, Maxim Partners Inc.

The fundamental reason CMOs and their legions of marketers exist is to create brand loyalty, but this in and of itself is becoming an irrelevant and dated concept.

Increasingly, especially in Canada, it appears marketers are becoming devoid of brand zealots, who define and passionately champion and protect their brands.

This is partly attributed to the repatriation of packaged goods marketing to America. At one time Canadian offices of American multi-nationals recruited and trained brand managers to champion their brands in Canada.

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The Evolution of Cross-Screen Usage

March 17th, 2015 | Alyson Gausby, Consumer Insights Lead, Microsoft

Canadians are consuming more media than ever before. Although the weather as of late has made me wonder if I’m single-handedly driving up our national average with my Netflix binging, turns out that’s not the case. Canadians not only have more opportunities to consume content through the ever-expanding number of connected devices at their disposal, […]

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Super Bowl’s Super-mercials

March 10th, 2015 | Bob Reaume, ACA

What kind of crazy Alternate Advertising Universe just hit us? In one weird decision, the CRTC are out to make broadcasters and cable companies jump through hoops so that… wait for it…so that the people can see American TV commercials. On TV. During a TV show. I mean, as far as I can tell I […]

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