Advertising

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The Future Of Media Trading Is No Trading At All

Current advertising and media trading platforms are designed to allow buyers ultimate flexibility. While this sounds like an effective strategy, users run into issues when these platforms inevitably fail to understand the brand's business model and therefore fail to provide true value. In the attempts to accommodate everyone, they accommodate no one, and audience discovery methods remain primitive at best.
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The Evolution Of Beer Advertising

Beer producers have often been on the forefront of marketing trends, finding edgy new ways of capturing the attention of drinkers and making sure their brand loyalty is strong. Even in the early days of advertising, beer brands were the ones responsible for pushing the envelope and finding new ways of engaging consumers.
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The Blurred Line Between Advertorial And Editorial

There used be a great divide between the advertising and editorial departments of media outlets; they operated in separate silos and never the twain shall meet. But those days are gone. At the end of the day, the media is a business -- and it's a tough business. Revenues are drying up, falling year after year. It makes good business sense to leverage earned media opportunities with a paid advertising buy.
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The Media Isn't To Blame For The Ruthlessness Of Eating Disorders

Eating disorders don't care if you're male or female, under 10 years old or over 50 years old. They'll destroy anyone who's ripe for the picking. When I speak at school or to parents about body image, the issue of media manipulation always comes up and for good reason. We are definitely influenced by what we see and hear in our magazines and TV screens, but does the media CAUSE eating disorders? I say no.
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5 Digital Advertising Predictions For 2016

The world of online advertising is complex and ever-changing, but it's also exciting and filled with promise. As innovation in advertising technology continues to evolve, old-hat tactics, such as direct response marketing, are quickly becoming obsolete. Here's a list of digital marketing predictions set to reshape the online advertising landscape in 2016.
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Where Fashion Meets Sports Sponsorship

The line between celebrity and athletes has grown increasingly blurry over the past number of years. It is common to see athletes on late night TV or attending the latest Hollywood award shows. This environment -- typically reserved for actors and actresses -- has given athletes the opportunity to showcase their fashion sense off the field of play.
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It's Time To Get Serious About Ad Blocking

The reason ad blocking has been met with so much fervor, is that it challenges the very basis upon which much of the internet is run and financed. The public accesses content for free, in exchange for seeing ads that produce income for the creators of such content. The ethical dilemma has been framed as the following: does the public have a right to both consume the content, and block ads?
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The 5 Most Marketable Athletes Coming Out of the 2015 Pan Am Games

While the Pan Am Games do not offer the same marketing value for competing athletes as the Olympics do, the added attention provided a great platform for athletes to showcase their abilities and introduce themselves to the Canadian public. It also provided brands with a chance to scout athletes that could potentially be used in endorsement deals leading up to next summer's Olympics in Rio de Janeiro.
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Brands Should Support LGBT Rights

As the SCOTUS decision permeates business and marketing discussions, there have been a few arguments against brands publicly supporting equal marriage and LGBT rights. And not always the kinds of truthiness inspired arguments you might expect, but rather, reasoned (if ill-informed) arguments based on a few common assumptions. I'd like to address those here.
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Social Media's Disposable Content Has Value

For some time now, marketers have been talking about the importance of brands being authentic on social media. Social media is evolving. The trend toward disposable content, perhaps, isn't a trend toward the disposable, but a trend toward the authentic and real. Just as in real life, people prefer to interact with others who show vulnerability and authenticity.
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It's Time for a Big Data Code of Ethics

At present, there is no one governing body that oversees data usage by marketers and media platforms. There are codes of ethics put out by the Canadian and American Marketing Associations, as well as individual ethical codes drafted by marketing research associations among others, but who is accountable to them?
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How to Get Your Business Noticed at the Superbowl

With a reported record cost of $4.5 million rate for a 30-second spot in the U.S. and up to $200,000 in Canada, many companies don't have the budget to get their brand into the big game. That doesn't mean businesses won't get creative and try to intercept the spotlight during the mecca of the advertising calendar. Companies can attempt a field goal with the following three points to get noticed.
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How Health Canada Failed to Uphold Its Own Pharmaceutical Ad Standards

Although advertising of prescription medicines to the public is generally banned in Canada on public health grounds, shifts in administrative policy have allowed two types of ads since late 2000: "reminder" ads that mention a brand name, but make no health claims; and "help-seeking" ads that mention a condition, but do not state a brand or company name. We have identified six main weaknesses in how Health Canada regulates this advertising.