The TV industry’s favourite time of year is in full swing and UM’s Deena Markus, Senior Director, Integrated Investment, shares her views and what the agency will be looking for this year from the Upfronts. “Content is everywhere,” says Markus. “Canadian broadcasters are no longer competing with just each other but also with the new
Category: Thought Leadership
Each year, the UM team creates its Outlook report that explores emerging technologies and their potential to become new media platforms. The Canadian POV of the report is an overview of the trends and topics that are expected to break out in the next few years, why they are important, and how marketers in Canada
Smit, CEO, UM, joins fellow agency leaders to share what they are doing to motivate and retain talent amid the industry’s ‘great resignation’. “We are very proud of our ability to attract and retain top talent at UM. For the past three years, our turnover has been less than 10%, which is significantly lower than
UM’s CEO Shelley Smit joins 13 experts from across the industry to review entries and curate a shortlist for the best work in the media category for The Globe and Mail Young Lions Competitions. The Globe and Mail Young Lions Competitions is the Canadian qualifier for the Global Cannes Young Lions Competitions. Individuals aged 31
UM has released a new study The Rise of Live Streaming: Demystifying The Modern Twitch User, that explores what advertisers need to know about Twitch users and the livestreaming experience. Conducted in partnership with MAGNA, the study shows that users not only have high purchasing power, but they are also receptive to ads on the platform.
Brands are increasingly interested in ad-supported video on demand (AVOD) as consumers continue to shift from traditional linear TV to streaming online. Dan Zangrando, EVP, integrated investments for UM, says that AVOD opportunities are growing in Canada, thanks to connected TV. However, while consumers are increasingly accepting of ads in exchange for free content, the
Marketing Mix Modelling (MMM), an analysis technique that helps marketers discover, plan and forecast, is expected to garner much more attention in 2022, as marketers look for alternatives to cookies. Erica Kokiw, EVP, Digital, UM, shares her thoughts on what MMM will mean for the digital space and important steps for future cross-platform measurement. “While a clear
Richard Fofana, EVP Strategy at UM, joined a panel of media industry executives to reflect on the past year and project where the industry is headed. Anticipating the likelihood of future disruption, Richard put an emphasis on prioritizing a ‘test and learn’ mindset in the planning process to accelerate business advantage. “This move will futureproof
Earlier this year Spotify launched Spotify Podcast Ads in Canada and will be launching the Spotify Audience Network, new advertising services on July 1. Powered by Spotify’s Streaming Ad Insertion tech, Spotify Podcast Ads deliver and report on confirmed ad impressions, rather than downloads, providing marketers with insights around who heard their ad and how
According to a recent WARC and GWI research study, excessive ad frequency is more likely to have a negative impact on how consumers view a brand than if those ads were placed around unsafe content. Yet it’s challenging for media planners to have a clear view of ad frequency due to market fragmentation, measurement gaps,