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The Golden Rules of Video Ad Design

Are Clicks Really What You’re Looking For?
January 28th, 2015

Ian Hewetson

Ian Hewetson

By Ian Hewetson, VP, Client Services, eyereturn

Digital advertising is the most measureable media available today. But all too often we see campaigns being measured by an ad metric rather than focusing on what matters most – the impact of a campaign on an actual business objective.

In the thousands of campaigns that clients buy through our eyedemand DSP every year, the most common KPI (key performance indicator) is either clickthrough rate (CTR) or cost per click (CPC). In fact, in 2014, 74% of eyedemand campaigns were optimized to CTR or CPC by clients.

If your end marketing objective is to get clicks on ads, optimizing to CTR totally makes sense. But if you want to get actual people to make a purchase, visit your store, learn more about your service, or any number of other real world business objectives, then relying on CTR alone isn’t helping you.

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The Procurement Perspective: Influence for a Collaborative Future
January 21st, 2015

By: Nikki Wallen, Business Manager, MDC Partners

Nikki Wallen

Nikki Wallen

Working under a Chief Procurement Officer (CPO) who has spent the entirety of his career thinking outside the box while keeping progress at full throttle; I would argue that there’s no better motivation day-to-day, than feeding off a committed desire to change the game. The world of advertising has an undeniable draw that brings people in, but once here, it’s our job to maintain it. Marketing procurement is a unique niche. We have a clear understanding of the financial backbone of our business, but in a way that irreversibly merges with the creative highs which define our industry. Today’s trends become tomorrow’s standards faster in the advertising space than virtually anywhere else. Thus in a constant phase of change, I have learned that adaptability is king.

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ACA’s New Marcom Services Agreement Addresses Media Transparency Issues
January 12th, 2015

By David Young, Principal, David Young Law

David YoungAmong top of mind issues for marketers in 2015 will be transparency for media buys. A major focus of these transparency issues is the burgeoning digital media advertising space—a significant new channel for marketing communications. The importance of this new channel is reflected in the phenomenal growth of programmatic buying/trading of digital media ad views. However the transparency issues extend beyond online media. Another key transparency issue focusses on agency holding group discounts.

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ACA’s Look Ahead to 2015: Digital Media is a Murky Mess (and we need to clean it up fast)
January 6th, 2015

Bob Reaume

Bob Reaume

By Bob Reaume, Vice President, Policy & Research, ACA

That milestone we all had been watching for, when digital media ad spend would finally surpass TV in Canada, arrived early this fall when IAB revealed that their number was $3.5 billion vs. TV’s $3.4 billion. Never mind that online video ad spend, estimated at a mere $140 million, would be a more appropriate comparison. But I digress.

The point is that advertisers are diverting lots of bucks to digital these days and that stream will only get larger.

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ACA staff celebrate the holidays with a donation to Covenant House
December 23rd, 2014

ACAstaff_holidaypic

From L to R: Susan Charles, Josée Forget, Ron Lund, Davina Wong, Paul Hétu, Jessica Yared / (Absent: Bob Reaume)

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.

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