The Implications of Media in Bill C-18
For many years, Canadian news publishers have been vocal about their discontent, contending that tech giants Google and Meta have reaped substantial benefits from their journalistic endeavors without contributing adequately. Their sustained lobbying and persuasion have led to a consequential development – the drafting of Bill C-18 by the Canadian Government. Although this move appears […]
Keeping Our Eyes on Attention
Performance-based metrics have dominated the advertising industry for years, being largely the determinant for whether a campaign is executed successfully or not. But one area we are seeing growth in for determining success is through attention. On top of factors like reach and engagement, attention is an important metric in making a connection with your […]
Access for All: How Influencers Have Shaped Fashion and Beauty
The fashion and beauty industry has long since made use of influencers to help peddle their image and messaging, but historically in the form of Hollywood celebrities and supermodels. The partnerships have been numerous over the years but it’s always the same formula; a high-profile celebrity or model joins forces with an equally high-profile fashion or beauty […]
Achieving Awareness in Healthcare Through Social Strategy
Marketing for the healthcare industry often requires an increased emphasis on sensitivity and trust that is often not present to the same degree in other sectors. Rather than selling products or services, healthcare brands are more likely looking to raise awareness or spread information on a particular topic that pertains to their organization. We saw […]
Establishing Loyalty in The Automotive Industry
When it comes to the decision of one product versus another, there are many careful factors that go into your final choice. And for large purchases like that of a vehicle, loyalty is a large driver of why someone may make one choice over another, whether their own loyalty, or that of a trusted friend […]
How the Fashion Industry Can Leverage New Technology
The fashion industry is one of the largest in the world with a market value of $2.31 trillion CAD. Luxury fashion conglomerate LVMH, is the 16th most valuable company in the world, just three spots below Walmart and 10 spots above Meta. Nike, Hermes, and Dior all sit within the top 100. And with the clothing […]
The In-Game Advertising (IGA) Opportunity
What has typically been a niche area of investment for advertisers is becoming an exciting new opportunity as the gaming industry evolves and takes on a more dynamic role in the media landscape. When you think of computer gaming, your mind may throw you back to Pong (1972) or perhaps Pinball Space Cadet (1995), or […]
Navigating Proximity Marketing
A Staggered Start for Netflix’s Ad-Supported Tier
There was a lot of hype when Netflix announced in mid-October 2022 that their ad-supported tier would be launching in just two short weeks at the start of November, and understandably so. For most of its existence, Netflix has maintained that the platform would remain an ad-free zone. However, after losing almost one million subscribers […]
The Importance of Investment in the Face of Uncertainty
Economists have been forewarning of an upcoming recession in 2023 which naturally has many organizations on edge and concerned about organizational outlook in the new year. Many will likely be looking for areas to scale back spending in. With some industries, tech namely, already feeling the effects of a downturn, it seems counterintuitive for organizational […]