Part of what I do for a living is teaching several different courses for IAB Canada. A few of these have a segment specifically dedicated to media math such as our Introduction to Online Media Buying (online training) and our Digital Media Sales in-person course.
Read MoreSo now you know a little bit more about where digital fits in the total media landscape in Canada from my previous post.
I’d like to take a little bit of time to outline key strengths and weaknesses of offline media in relation to digital. Let’s start with the biggest: Television.
Read MoreIn the last 31 days, the following new articles have appeard which need to be added to the total:
Read MoreAs I started collecting articles for my 2013 predictions post, I came across a few that went beyond 2013. So, purely for the fun of looking at forecasts and crystal balls, are predictions for 2014 and beyond.
Read MoreEvery year I publish a round up of the various blog posts that crop up on the web predicting what next year will be like – I stick to interactive marketing and relevant topics as this would never end.
Read MoreThe rest of the session compared ad spend with total marketing spend which in a study I’d seen 5 years ago in Quebec identified advertising as 50% of total marketing spend. Borrell suggests that where local specifically is concerned, across the country, non-ad marketing spending is 2.5x bigger than total local ad spend. The bulk (85%) of those dollars is being spent in promotions. Online promotions represent only 5% and ad production accounts for 9% of total marketing spend.
Read MoreLast May 7th, Borrell Associates presented via webinar a local ad-spending forecast for Canada which covered all media including online.
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Increasing advertising budgets in digital platforms don’t come out of thin air. While it’s true advertisers spend a little more overall each year, the bulk of the growth in digital platforms comes directly from another media’s prior years’ budgets.
Read MoreLocal business is rapidly catching up with all manner of digital marketing & advertising opportunities presented to them. The difficulty often lies in that many local business owners do not generally deal with an advertising agency other than for creative purposes. Their marketing budgets encourage them to take their own media decisions.
Read More20 odd years ago, I was personally beginning in this industry. I read every trade publication I could get my hands on; from cover to cover (there were no blogs or even industry specific websites then). I recall quite clearly that advertisers and ad agency marketers all had one particular goal in mind: better targeting / pinpointing of the consumer to achieve better ROI on their marketing campaigns and ultimately avoid media wastage. Back then, advertisers were already squeezing their agencies for all they could and agencies were seeking efficiencies wherever they could find them. We still hear this particular desire today.
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