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The Golden Rules of Video Ad Design

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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ACA Announces Board of Directors for 2014-2015
October 8th, 2014

The Association of Canadian Advertisers is pleased to announce it’s Board of Directors for 2014-2015. The Board was ratified at the ACA’s Annual General Meeting on October 7th in Toronto.

Lauri Feser, Chair, Vice-President, Marketing, WestJet Airlines, continues as Chair, a position she has held since November 2013. Patrick Dickinson, Senior Vice President, Core Marketing and Brand Strategy, Hudson’s Bay Company stays on as Treasurer.

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Exchange Fraud in Canada: The Simplest Solution
October 6th, 2014

By Brad Jeffrey, Platform Services Manager at Index by Casale Media

Brad Jeffrey

Brad Jeffrey

A report issued by the International Data Corporation (IDC) in October of 2013 projected that RTB spend in Canada would eclipse $80MM in 2014. Of that number, the percentage of ad dollars that could be going to fraudulent or deficient impressions (i.e. non-human, non-viewable) ranges from 20% to 50% (depending on who you ask). This is a scary reality and it emphasises that we have a significant problem in this industry right now that has the potential to impact the perception and growth of programmatic.

This begs the question; how do we combat this issue in Canada?

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Media Consumption: A New Measuring Stick
October 1st, 2014

By Joanne Van der Burgt, Ipsos MediaCT

Joanne van der Burgt

Joanne van der Burgt

You’ve likely heard the classic words uttered over a century ago by John Wanamaker, a department store mogul and pioneer of marketing: “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” How far we’ve come!

Whether television, radio, out-of-home, social media, web or print, we know that consumers have more media options than ever before. And as the world of media continues to be reshaped by technology, so too do the methods we use to measure consumption need to evolve.

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ACA at CRTC ‘Let’s Talk TV’ Hearings
September 29th, 2014

From L to R: Janet Callaghan, Executive Director, CMDC; Bob Reaume, VP, Policy & Research, ACA; Ron Lund, President & CEO, ACA, Anne Myers, Board Member, CMDC

From L to R: Janet Callaghan, Executive Director, CMDC; Bob Reaume, VP, Policy & Research, ACA; Ron Lund, President & CEO, ACA, Anne Myers, Board Member, CMDC

On Friday, September 19, ACA presented at the CRTC ‘Let’s Talk’ hearings, along with CMDC (Canadian Media Directors Council). The hearings were designed to explore the current broadcasting environment and review possible approaches for a revised framework for television in Canada.

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