Blog

The spirit of holiday giving is alive and well at the ACA offices. For the third consecutive year, ACA staff took up an office collection to purchase a donation of much-needed food for Covenant House Toronto, just in time for the holiday season.

By Howard Lichtman, Partner, Ethnicity Multicultural Marketing & Advertising In the United States, driven by market forces and a desire for increased revenue, American corporations have embraced multicultural marketing with a passion. For years, they have worked with best of breed multicultural agencies—experts in either the Afro-American or Hispanic ethnicities.

Who remembers the movie Moonstruck staring Cher and Nicholas Gage? It is a Norman Jewison directed romantic comedy about a woman engaged to one man but falls in love with his estranged younger brother. A little messy and a little perplexing especially for the woman’s grandfather, who, upon hearing the news towards the end of the film proclaims sympathetically, “I’m so confused”.

This must be how most marketers feel these days. Their professional lives are becoming increasingly complex on so many levels.

Consumer research, which was simply either quantitative or qualitative now has the added dimension of big data. One of the most cited pain points expressed by marketers is the amount of information they feel compelled to digest. They simply don’t have the time or recourses to properly exploit it. Big data can often cause big headaches.

By Grant le Riche, Managing Director, TubeMogul July 1st – the day that the MRC (Media Rating Council) in the US announced the standard for online video viewability – is now five months in the rearview. So what do we have to show for it? Well, we know that a “viewable” video impression is one […]

By Bob Reaume, Vice President, Policy & Research, ACA We thought we had a pretty good story. Newsworthy, even. But, as the saying goes… the best laid plans… It was September 19th and the very last day of the CRTC’s public hearing on the future of TV in Canada appropriately called “Let’s Talk TV.”

By Stephan Argent, CEO, Argedia Group With so much discussion, confusion misunderstanding and indeed – fear – around programmatic buying, I thought a beginner’s guide to programmatic buying would be both timely and helpful. But before getting into the issues, pros and cons, and what the future looks like, let’s make sure we’re on the […]