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The Golden Rules of Video Ad Design

When will Canada catch up?
December 17th, 2014

By Howard Lichtman, Partner, Ethnicity Multicultural Marketing & Advertising

Ethnicity LOGOIn 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.

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Moonstruck: A Modern Marketer’s Dilemma
December 9th, 2014

By Tony Altilia, Partner, Maxim Partners Inc.

Tony Altilia

Tony Altilia

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.

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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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