Beyond Loyalty: Designing Media Strategies That Build Lifelong Customers
Customer Lifetime Value (CLV) isn’t just a formula, it’s a strategic compass for marketers navigating rising costs, channel fragmentation, and increasingly fickle loyalty. At its core, CLV measures the total profit a brand can expect from a customer over the course of their relationship. While the basic formula—average order value × purchase frequency × customer […]
Antitrust and Ad-Tech Regulation in Canada: What CMOs Need to Know Now
Canada’s Competition Bureau is no longer just monitoring false claims in advertising—it’s challenging the infrastructure that underpins how digital media is bought and sold. The lawsuit against Google’s DoubleClick/AdX signals a turning point: auctions may be reshaped, hidden fees exposed, and access to premium inventory broadened.
For Canadian CMOs, the implications are immediate. Vendor portfolios that once leaned heavily on walled gardens will need diversification. First-party data strategies must be reinforced to withstand both privacy regulation and competitive pressure. And measurement frameworks will need to evolve beyond last-click to hybrid models that balance accountability with compliance.
This isn’t just about avoiding risk. As recent case studies show, marketers who diversify their ad-tech stack can unlock lower CPMs, better transparency, and stronger bargaining power. In other words: regulatory scrutiny can become a catalyst for performance gains—if leaders act now.
JOMO: The Joy of Missing Out—Why Staying In Is Canada’s New Luxury
On a Friday night, rather than heading to a bustling event, you’re nestled at home, embracing the serenity of solitude. You light candles, spin vinyl records, and perhaps whip up an Italian-inspired dinner with a few close friends—indulging in affordable luxury without crossing town. This is the Joy of Missing Out (JOMO), redefining how Canadians […]
Consumer Identity in a Privacy-First World
In today’s digital age, the concept of consumer identity has evolved significantly, especially with the increasing emphasis on privacy. As businesses strive to understand their customers better, they must also navigate the complexities of protecting consumer data. Ethical Data Collection Ethical collection of data is crucial for establishing consumer identity. Consumers are increasingly concerned about […]
The Journey of Disruptive Innovation
In the fast-paced world of marketing, where trends emerge and fade at the blink of an eye, the quest for innovation is more than a strategic choice—it’s a necessity. Today’s marketing executives find themselves navigating a landscape defined by constant change and evolving consumer demands. In this dynamic environment, the concept of disruptive innovation has […]
Consequences of The Online News Act
A few months ago, we took a look at the implications of media with the introduction of Bill C-18, The Online News Act. The Act would mean aggregators like Facebook and Google would have to fairly compensate Canadian news publishers for using their content across their platforms, striking deals to ensure publishers were partnering with […]
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 […]
The Impact of New Privacy Laws for Marketers
In a world that is continually moving toward digital means for everything from communication to storage to entertainment, protecting your digital assets becomes even more important. And though ownership may be clear cut in person much of the time, with an individual able to place a physical lock box around whatever they hold dear, online […]
How Marketers Can Prepare for the Great Wealth Transfer
The Great Wealth Transfer, as some are calling it, will see an estimated $68 trillion of inheritance make its way into the pockets of Gen X, Millennials, and Gen Z. And while the Finance and Insurance sectors have been preparing for years, all marketers should understand what this means for the future of advertising. Some […]