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The Golden Rules of Video Ad Design

Viewability: The Cornerstone of Online Video
November 26th, 2014

By Grant le Riche, Managing Director, TubeMogul

Grant le Riche

Grant le Riche

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 where 50% of the video player’s pixels are in view on an active tab for two consecutive seconds. (They don’t necessarily have to be the first two seconds of the video, and the video doesn’t have to be audible.) Whether two seconds is long enough is an issue that advertisers and publishers will continue to fight over. But the more important question: has this standard actually helped improve viewability rates?

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Best laid plans…
(ACA’s experience at the CRTC’s “Let’s Talk TV” hearings)

November 18th, 2014

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

Bob Reaume

Bob Reaume

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.”

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A beginner’s guide to programmatic buying
November 12th, 2014

By Stephan Argent, CEO, Argedia Group

Stephan Argent

Stephan Argent

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 same page with respect to key terms used in Programmatic Buying. This is by no means an exhaustive list, but for the purposes of this guide, these should help:

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Should Canadian marketers be more concerned about online ad fraud?
November 5th, 2014

By Jessica Yared, ACA staff

Jessica Yared

Jessica Yared

Stories of online ad fraud continue to dominate headlines in the marketing industry – click-fraud and delivery of advertisements to websites outside campaign guidelines are just two such issues facing marketers right now. While these issues are a worldwide phenomenon, the ACA wanted to find out what Canadian marketers are thinking, planning and experiencing in regard to protection of their online advertising investments.

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Align TV with Mobile Video for Greater Reach and Impact
October 15th, 2014

By Guy Yalif, VP of Global Marketing, BrightRoll, Inc.

Guy Yalif

Guy Yalif

TV has long been the primary advertising vehicle for the world’s largest brand marketers. As the mobile space has matured and consumers have devoted more time to watching short and long-form mobile video content, the marketing community has seen new opportunities to influence behaviors. However, this shift in consumer media viewing habits has made it even more difficult for marketers and agencies to connect, engage, and convert these harder-to-reach audiences.

Fragmentation in consumer viewing habits has created challenges for brand marketers to effectively reach customers. Given this trend, brand marketers are considering unprecedented media investments to reach these consumers. It’s clear that a deeper understanding of this shift is important to ensuring brand advertising budgets generate the maximum return on investment for advertisers and agencies.

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