The global pandemic has fit years’ worth of changes into just 12 months, affecting the way we connect, work, and are entertained. Digital innovation, new technologies, market forces and shifts in consumer behaviour brought about by this new reality are reshaping the media landscape in Canada. IPG Media Lab’s Outlook 2021: Forward Momentum report has identified four leading trends
Category: Thought Leadership
Katey Gault, Director, Connections Planning at UM, sat down with Beet.TV to discuss the challenges and opportunities of changing viewing habits in the media market. In today’s market consumers want to consume content in a digital environment that supports the rising interest of instant gratification. The challenge behind this is the massively fragmented market in
Erica Kokiw, VP of Digital at UM, is diving into the conversation about battling increased amounts of misinformation within the advertising and marketing industries. Currently, Heritage Minister, Steven Guilbeault, is in the process of crafting legislation to provide a framework on demanding transparency between Canadian news outlets and online platforms. In the meantime, Kokiw has
Last week’s deadly attacks on the U.S. Capitol likely won’t result in many Canadian brands jumping ship from Twitter and Facebook, even though they have restarted conversations about the role hateful content, misinformation and conspiracies that spread on the platforms play in political violence – and how ad dollars may support it. There is definitely an evolving
The ongoing need for transparency has resulted in some renewed efforts to hold digital giants to account. While there has long been industry standard, third-party auditing around things like TV and print, Chris Herlihey, VP of analytics and insights for Mediabrands, says it has never gained traction in the digital space because of the sheer
UM’s VP Strategy, Richard Fofana, joins four other media industry experts and leaders to help make sense of all that happened in 2020 and forecast what’s yet to come in 2021, spanning the biggest issues/topics of the year, from D2C to D&I. Here’s what each of them had to say. Click here to read more
Dan Zangrando, VP of investments at UM and other industry buyers talk the good, the bad and the different for brands this year. There were numerous unknowns leading into this year’s virtual Upfronts – notably, whether programs would be produced in time for fall rollout. Naturally, it’s understandable that some marketers were cautious about making
From a new OOH network to Quibi’s anticlimactic end, UM’s Erica Kokiw, VP of digital and Holly Martin, manager of connection planning, weigh in on what should buyers keep their eyes out for. Click here to read more
New global data from Nielsen shows that people are using free-to-play digital games like Fortnite, Call of Duty and Animal Crossing as more than just a means of playing games. Increasingly, the platforms are serving as virtual hang-outs for online “gatherings.” And Nielsen says this trend won’t suddenly reverse once real-world events become safer, either. Mediabrands shop UM has
While many games still aren’t selling traditional media placements, some brands have recognized the potential in the medium by creating atypical integrations. In our POV series, UM Canada is evaluating new platforms and identifying possible outside-the-box opportunities for brands to play in new spaces, especially since the unique circumstances of the pandemic are bringing what
