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The Golden Rules of Video Ad Design

[ACA In The News] Goal Line Drive For Sim Sub
February 5th, 2016

By Matthew Chung, Manager, Communications and Content, ACA

ACA In The News

On Sunday evening, millions of Canadians will be gathered around their TVs to watch the Carolina Panthers and Denver Broncos compete in the Super Bowl.

This special live event delivers the biggest audience on TV in Canada, offering Canadian advertisers a prime opportunity to reach Canadians with advertising relevant to them.

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Experimental Design: Measuring Media Effectiveness
February 4th, 2016

By Grant Le Riche, Managing Director, Canada, TubeMogul

Grant le Riche

Grant le Riche

Advertisers are obsessed with measurement – and for good reason: you can’t improve what you can’t count.

For a long time, media measurement was relatively simple: how many people did my ad reach, and how many ads did those people see? This became the basis of the gross rating point (GRP), which became the currency on which most TV ads were bought and sold. Newspapers had their circulation count and outdoor ads used traffic figures and population. Life was good.

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4 Questions To Ask Yourself When Licensing Celebrities Or Music
January 28th, 2016

By Matthew Chung, Manager, Communications and Content, ACA

There are a lot of benefits to having a trendy celebrity or trending piece of music in your ad – attracting new customers, improving brand recall and ultimately, driving more sales. Not to mention you get to brag to your friends later that you rubbed shoulders with an Oscar or Grammy winner.

But not all celebrity endorsements are created equal, particularly if the celebrity doesn’t match your brand strategy, says Pat Murphy, founder of U.K.-based production specialists Murphy Cobb & Associates. Murphy says that before a marketer enlists the services of a movie or sports star, or writes the chorus for “Whole Lotta Love” into their ad, they first need to ask themselves some tough questions.

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Organic Matters: Advertising For Permission Vs. Awareness Only
January 21st, 2016

By Jen Evans, Marketing Futurist

Jen Evans

Jen Evans

Paid media can generate two things: awareness and action (in this case, permission). Here’s an overview of when to focus paid on permission and when to focus on awareness.

1. There are a couple of fundamental rules marketers often forget to take into consideration in their communications:
For a significant percentage of your audience (as high as 50%), right now is the first time they’ve seen your brand, or remember seeing it.

2. For everyone else, it is an interaction and data point that may or may not (and more than 80% will not) generate an email opt-in, the most productive digital relationship a marketer can have with a customer.

The pros and cons of ads focused on permission vs. ads focused on awareness come down to the relationship with your audience and stakeholders and the goals of the program.

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Five Digital Trends To Watch This Year
January 15th, 2016

Veronica Holmes, GM, Canada, Juice Mobile

Veronica Holmes

Veronica Holmes

Over the holidays, as family and friends opened gizmos and gadgets, I reflected on the outcome of the last decade of our digital transformation. Guests arrive for a New Year’s weekend and the first question after they say hello is “What’s your wifi password?” This is the new norm – a connected consumer who expects every new gadget to connect and to have constant access to their digital content and their social networks, no matter where they are.

If 2015 saw the popularization and scrutiny of the sharing economy, via Uber and Airbnb, as well as the emergence of mobile payments with the launch of Apple Pay, you may wonder what more could possibly shake things up in 2016. In fact, I believe that this year will be the turning point when we no longer differentiate between offline or on – rather, we expect a seamless and tech-friendly approach from brands, retailers and service providers.

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