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Q&A: Scott Megginson On Reaching Consumers Online
July 28th, 2015

By Matthew Chung, Manager, Communications and Content, ACA

Scott Megginson

Scott Megginson

With his access to a trove of 10,000 measured digital campaigns and more than 2,000 creative tests, Millward Brown Canada President Scott Megginson has a firm grasp of what works online and what doesn’t. Megginson, who hosted a webinar at ACA’s offices last week, sat down for a Q&A to discuss strategies for digital success.

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Ron Lund Calls for Urgent Response to Online Threats
July 21st, 2015

By Matthew Chung, Manager, Communications and Content, ACA

Ron Lund

Ron Lund

ACA President Ron Lund has issued a challenge to the industry to tackle the issues of fraud, transparency and viewability.

“It is the marketer who should and must lead this effort, but with close industry collaboration,” Lund argues in a recent Op/Ed in Marketing Magazine.

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The Social Cauldron: Brewing Up Content Marketing Success
July 14th, 2015

By Jen Evans, Marketing Futurist

Jen Evans

Jen Evans

If you’ve drunk the content-marketing Kool-Aid, you might be feeling a bit perplexed right now. It’s a confusing time for content marketers: the social landscape is shifting ever more heavily to social ads. But organic posts seem to drive a different kind of result, one that is strictly focused on the quality of the content, based on the actions it drives and the conversation and targeted sharing it generates. How can the two types of content marketing be effectively bridged?

This is a growing issue because organic reach is slowly, and not so slowly, being eaten away. Facebook is down to between 2 and 4% organic reach. Twitter and others aren’t throttling fan and social following access yet, but it’s likely only a matter of time. Indeed, the rise of social media and much-vaunted “authentic conversations” with customers ended up being little more than new ad formats for people who are increasingly attention-challenged.

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The Late, Great, Medium We Called TV
July 7th, 2015

By Bob Reaume

Bob Reaume

Bob Reaume

As an industry we have been talking about and around Addressable TV for way too many years and, in my opinion, the time has come to make some hard decisions.

At a conference in Berlin recently, Reed Hastings, the CEO of Netflix, essentially gave traditional TV two decades to live. I secretly hope it does have that long, but I don’t really think so. I think he’s playing us – playing us so that we all might be lulled into thinking that there is more time left to fix this then there really is.

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Defining ‘Cross-Screen’ Advertising
June 23rd, 2015

By Grant le Riche, Managing Director, Canada, TubeMogul

Grant le Riche

Grant le Riche

Earlier this quarter eMarketer published a report estimating that one out of every three ad dollars spent in Canada in 2015 will go towards digital, with mobile in particular, set to grow exponentially in the next few years.

The confluence of this mobile-fueled digital growth and the recent rise of automated TV buying have minted 2015’s newest buzzword: “cross-screen” advertising. And while cross-screen seems simple enough to conceptualize – efficiently advertise to viewers as they consume content across different devices – it actually means different things to many different people.

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