The age of CPM is over, here comes CPH!

August 3rd, 2018 | ACA Team, Association of Canadian Advertisers

Impressions have been marketers’ favourite KPI to measure advertising campaign efficiency for just about forever. The number of impressions your campaign received will tell you if it worked, right? Wrong, says Yan Le Roux, Managing director, France, Integral Ad Science. Speaking to an audience of marketers at ACA’s recent roundtable event in Montreal, he declared […]

Read More

Digital and TV: Meant To Be

July 19th, 2018 | ACA Team, Association of Canadian Advertisers

The latest ACA Executive Forum brought together three speakers with fascinating insights about the increasingly intertwined worlds of television and digital marketing. Brands are facing the same dilemmas — how can digital measurement be used to gather data about consumers’ TV viewing habits? Which data sets are best, and how should one measure effectiveness? These […]

Read More

Influencer Marketing: The Do’s and Don’ts of Disclosure

July 12th, 2018 | ACA Team, Association of Canadian Advertisers

There’s no question that brands and influencers have to make their relationships clear to consumers. The Canadian Code of Advertising Standards requires disclosure of material connection, and the Competition Bureau enforces laws about misleading marketing practices. What many marketers are unsure of, however, is how and what to disclose. To help marketers put disclosure into […]

Read More

Marketers, Get To Know Digital Finance Consumers

June 27th, 2018 | ACA Team, Association of Canadian Advertisers

For marketers of financial services firms, it’s essential to understand today’s digital consumers, from where they spend their time online to what device they use to access financial categories. At a recent ACA webinar, comScore Canada senior manager Gregory Ross provided a snapshot of digital finance consumers, with data from comScore’s MMX Multi-Platform, Mobile Metrix […]

Read More

How To Create A More Effective Influencer Marketing Strategy

June 14th, 2018 | ACA Team, Association of Canadian Advertisers

Influencer marketing is seeing meteoric growth: 63% of marketers increased their influencer marketing budget from 2016 to 2017; and 40% will increase it again this year, according to Harvard Business Review (2018). However, many marketers still struggle to get their strategies right. At a recent ACA webinar, Cathy Fernandes, CEO of Jones Media, shared advice […]

Read More

What Marketers Need To Know About Smart Speakers

May 29th, 2018 | ACA Team, Association of Canadian Advertisers

This sounds like an opportunity for Canadian marketers. Smart speakers are changing consumer behaviours and forming new habits. And while penetration is relatively low in Canada, judging by trends in the U.S., an ownership boom may be imminent, according to Tom Webster, SVP at Edison Research. Webster presented the findings of The Smart Audio Report […]

Read More