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
Category: Thought Leadership
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,
A new Canadian study – Peak Openness: Leveraging Digital to Reach People When Most Willing to Consider – released by Spotify and IPG’s Magna, with support from UM, shows that consumers are more receptive to podcast advertising than TV advertising. The Canadian study of over 2,300 participants, found that 59% are receptive to podcasts ads versus only
In a year of tremendous change, UM chose to confront the unknown with forward-thinking initiatives including data-driven learning, a commitment to training, and a robust kit of new media innovation tools. It’s all part of what the agency calls its ‘futureproofing’ of people, culture, and work. While all these initiatives are designed to help clients
With audiences for shows like the Oscars, Globes, Grammys, and even the Super Bowl declining over the past few years, Dan Zangrando, VP, investments at UM offers perspective on what value do these events provide for advertisers moving forward. Declining numbers aside, live tentpole events continue to be a venue for big brands and high-priced
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
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