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The Golden Rules of Video Ad Design

10 global advertising production trends to track
April 23rd, 2015

Jillian Gibbs

Jillian Gibbs

By Jillian Gibbs, CEO, Advertising Production Resources

With fragmentation impacting the world of ad production, many marketers are grappling with how to get the most out of their ad spend. Jillian Gibbs, CEO and founder of Advertising Production Resources (APR) hosted a webinar this week (available for download for ACA members only) to help marketers navigate this space. Here are the top 10 global production trends for 2015 she and her team identified.

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New faces at the ACA
April 17th, 2015

By ACA staff
Matthew Chung, Sabrina Moella

We’re a lean and mean operation here at the ACA, but we’ve recently expanded our team to include a new Manager, Communications and Content.

Matthew Chung joins from Brunico Communications, and his depth of experience reporting on the MarCom industry – as Editor of Media in Canada and, prior to that, as News Editor of Strategy Daily – will serve him well in this new role. He’s tasked with creating and curating content that’s relevant to our members, as well as helping to ensure the viewpoints of client marketers are heard and understood.

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How digital is transforming OOH
April 14th, 2015

By Rosanne Caron, President of OMAC and COMB

Rosanne Caron

Rosanne Caron

There’s no question that it’s harder than ever to grab people’s attention. Aided by technology (read: smartphones), consumers are constantly connected and able to research products, plan and make purchase decisions while on the go. With so much content coming at them, it has become easier to reject or ignore messages. But it turns out not everyone is walking around with their heads in the clouds. In fact, recent studies suggest the street remains a fertile ground for reaching consumers. According to reports by the likes of COG Research and Millward Brown, people are significantly more alert when outside their home, resulting in higher attention levels and receptiveness to advertising.

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Transparency dominates discussion at programmatic trading event
April 8th, 2015

By Matthew Chung, Manager, Communications and Content, ACA

Transparency4Transparency (or the lack of it) in programmatic buying was the elephant in the room last week at Marketing magazine’s AD-Vantage Programmatic Trading Conference. And Ian Hewetson, VP of Client Services for ad server and demand-side platform Eyereturn Marketing, made sure to address it during his morning keynote session.

“You’ve got a lot of different players in almost every single programmatic buy,” Hewetson (pictured, right) told a packed room on Tuesday March 31 at the Bram and Bluma Appel Salon in the Toronto Reference Library. “You’ve got the site, the supply-side platform (SSP), the exchange, a demand-side platform (DSP), maybe you have a verification vendor, maybe you’ve got third-party data in there, and an agency trading desk too.

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Who Gives a Hoot About Brand Loyalty?
March 24th, 2015

By Tony Altilia, Partner, Maxim Partners Inc.

Tony Altilia

Tony Altilia

Brand loyalty is dying and, some would argue, on its last breath.

The fundamental reason CMOs and their legions of marketers exist is to create brand loyalty, but this in and of itself is becoming an irrelevant and dated concept.

Increasingly, especially in Canada, it appears marketers are becoming devoid of brand zealots, who define and passionately champion and protect their brands.

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