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Public Policy Forum report seeks ways to rescue Canada's ailing news industry.
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In most situations, measuring the return on investment (ROI) is the best way to determine marketing impact. However strictly relying on this metric limits innovation, growth and improvement that a mar...
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If your videos are bad, it's very hard for your business to be perceived as professional. Bad quality video is actually proven to negatively affect brand perception.
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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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As the chill sets in the air for the foreseeable future, it's clear that it's that time of year again -- holiday shopping season. With holiday shopping in the rear view, many consumers are likely to have shifted their purchasing attention to finding deals for themselves.
While you're reading this blog post, Google is conducting an experiment that could revolutionize the online advertisement business. This small experiment is called Contributor. It works by asking people for $1, $2 or $3 contributions to their website of choice in exchange for being able to read content without annoying advertisements.
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Canadian grocery market has only really embraced digital in 2013, says Jason Dubroy, and that has resulted in Canadian retailer to lag behind the rest of the world. “There’s a lot of retail consolidat...
When creating your digital media strategy, be sure that you're looking to make your content count. Get personal; find ways to deliver a personalized experience. We can no longer wait for consumers to come to us -- we must give them what they're looking for before they know to ask or think to seek it elsewhere.
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Summer in Canada is short. For four months of the year, the majority of Canadians are heading to patios, beaches and national parks -- anywhere they can soak in the sunshine and try to forget about the frigid winter that just passed. To truly win over consumers we need to provide timely value and relevance with every touch point.
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Business leaders so desperately want to understand how the brain works in order to improve their bottom line such that they will invest oodles of cash in the offerings of digital companies that claim to have neuroscientific validity. And an article about "going viral" in Harvard Business Review by a best-selling author and esteemed academic from Harvard will, by definition, go viral.
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Facebook has also used 'sponsored' stories, allowing advertisers to opt-in to generating ads with real people profiles (a face and a name) endorsing the ad. On March 18, 2014, however, Facebook eliminated the fact that this is a choice -- from now on, all ads may be delivered as sponsored stories.
AOL announced Wednesday a major overhaul of its advertising business with the launch of One by AOL, an ad platform that will integrate different ad campaigns — video, desktop and mobile, for instance...
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As our relationship with technology matures, we do expect more human connections online and we want our things to have some intuition. But are we building a world where HAL 9000 or Samantha the OS from Her will become our confidantes?
In 2013, one of the most common refrains I heard while selling print ads to small business owners was "We are concentrating on our online advertising". There is no doubt there is, and should be, an upward trend towards owning your online footprint. However, the idea of marketing exclusively online for a brick and mortar business is unwise to say the least. Conversely, an online business should not close their minds to traditional advertising.
Twitter is the latest in a string of companies putting users at the whim of hasty policy changes and a rapid monetization policy put in place for IPO. You want to use it? Pay for it. While there's technically nothing wrong with this idea -- Twitter is a company and they should make money -- the fact that they're still alluding to the impression that all users have an equal opportunity in achieving influence is just inaccurate.
Canadians are plugged in more now than than ever before. From how long we use the Internet, to our level of website engagement, to our appetite for online video, Canada is on top of the world when it comes to everything online. This is great news for marketers and advertisers.
Before you start lighting up those pitchforks and come after us marketers with a mix of mass hysteria and moral panic, take a look at your own online behavior and ask yourself, which scenario you prefer? Go to Amazon and start shopping (presuming you have been there before), and ask yourself, "what is the experience like?"
If you use the Internet, you've likely used something in the last month, but it's not something at the top of your lips: the URL bar. It's also called the "address bar" or the "direct navigation bar"...
It's hard to argue that most content-based webpages aren't all that annoying, but there is a cost for access and there is a cost for this content that must be paid by the consumers. Whether this is a paid-subscription model to underwrite the profitability of the business or ad-supported as the model, consumers have to accept that advertising and pageviews are going nowhere.
There's no shortage of thoughtful insights about how the Internet has revolutionized business practices across all industries. With those changes also comes a revolution in marketing. For some this i...
Baby formula is a big killer in less developed countries, but even where access to health care is good, not breastfeeding increases illness. Yet companies are still allowed to use advertising to convince parents to use their products. Those looking to make a buck from the product have no business "educating" about it.
Explain to me, Sportsnet, why you have given away the home page of your website -- your URL and therefore your entire online identity -- as a bundle cog in some (hopefully for your soul) luxurious advertising package with Microsoft and Windows 8?
Print journalism is changing fundamentally. Three dramatic events last week make the point: On October 18, Newsweek magazine announced it will become a digital only publication in 2013, ending 80 years in print. Newspapers have failed, so far, to acquire the skill sets required for print journalism in the 21st century.
Some of the biggest retailers are beginning to realize that there are engaged communities that reside predominantly in forums and boards that provide amazing insight into product/service development, company sentiment. But brands still don't understand dynamics of online communities.
Last week, comScore released a white paper titled "The Economics of Online Advertising," that looked at the state of online advertising. You may think that online advertising is the future, and that as media dollars shift to digital (because that's where the eyeballs are) that online will be able to better serve brands in terms of delivering higher relevancy with better metrics. It turns out, that after close to two decades since the first online ad was served, that our industry still has a ways to go.
Radio is not dead, it's alive, and in Toronto it's kicking. Toronto is the largest radio market in Canada. There are over 20 radio stations covering a population of six million-plus. The competition i...
As we all continue to spend more time online, across multiple devices and screens, watching online video has become a mainstay for most of us. Yet the content we love to watch is often accompanied by time-consuming video ads. What if there was a way for us to choose whether we wanted to view these ads that still allowed advertisers and publishers to get paid?
Later this year Canadians will see a change happening with online advertising: the introduction of a small icon on the ad that tells consumers they are being targeted and gives them the ability to opt-out. I embrace the move because most consumers have a general lack of understanding about targeted ads. This will help clear things up.
Did you know that Canadians spend 25 per cent more time on the Internet than Americans do? It's true! Yet, companies and their online marketing campaigns have failed to take advantage of what is quickly becoming, or rather, has become, the best, easiest way to advertise.
Facebook's profits are tied to a morally questionable business model; one that is addictive, and insidious for users. For all the good that Zuckerberg's company has done for reconnecting people, and letting them communicate with one another, Facebook exists to extract from those relationships the secrets of what makes us tick consumers.
If you consider the products and services you purchase, take note of how they make you feel. You may note that how you feel about the product relates to an ad campaign or marketing strategy employed by the product.
How would you feel if mall security cameras didn't simply monitoring you for stealing, but instead kept tabs on the specific brands, styles, colours and sizes of clothes you tried on, the magazines you leafed through at newsstands, what you ordered from the food court, and everything you actually bought during your visit?