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 […]

How Inflation is Changing the Consumer

Whether it’s your gas, your grocery bill, or a meal at your favourite restaurant, prices are going up.   And as consumers take a hard look at their expenses, they are looking to cut back where they can. As an advertiser, you can’t sit back and hope you aren’t included in that list, you must take […]

What the Takeover of Social Platforms Means for Advertisers

For the internet’s 2021 superlatives, social media platforms had a strong performance, with TikTok beating out Google for the “Most Visited Website” of the year title. Not only that, but the main nine social platforms ranked within the top 100 list for most popular domains for the year, these being (ranked in their order popularity): TikTok, Facebook, YouTube, Twitter, […]

Preparing for the Recovery of Ad Spend After COVID-19

When the pandemic hit, marketers across industries pulled back on ad spend to assess their financial situations and advertising strategies. Many projected huge losses and by the end of the year. Zenith estimated global ad spend saw a year-over-year loss of 7.5% and eMarketer reported that Canada specifically saw similar losses at 7.2% from 2019. As 2021 progresses and […]

What the Rogers and Shaw Merger Means for Media

Rogers Communications is making a big play in the telecommunications world in a deal to buy Shaw Communications. The deal is worth $26 billion including debt and would jump Rogers up to the number 2 position in cellular and cable operators, past Telus who currently resides there, to face off with the Bell Canada group. […]