Alicia Perrotta

Gen Z & Millennials Crave Authentic, Eye-Catching Out-of-Home Ads! Younger Canadians are reshaping the advertising landscape. These digital natives find OOH ads highly effective, with 51% saying OOH helps them discover new products and services faster. Although many Gen Z consumers skip online ads (63% use ad blockers), 55% view OOH ads positively. Gen Z is selective when engaging with ads, and OOH’s seamless integration into the environment makes these ads an enjoyable part of everyday life. What I find most interesting about Gen Z consumers is that they respond best to funny, eye-catching ads and value authenticity. Check out this ad for Cheestrings that capitalizes on humour, and happens to be one of my favourite ads of all time. Ready to speak to Gen Z and Millennials? Let’s talk about your next OOH campaign! 🚀 #OOH #DOOH #GenZ #Millennials #Advertising #Insight #Research #Marketing #AudienceInsights #ConsumerTrends #FunnyAds #EyeCatching COMMB OAAA DPAA Vistar Media https://lnkd.in/gFQQwUN3

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With recent discussions across the advertising community and increased focus on ad standards by entities like the IAB Canada, I felt it was timely to share some thoughts on the importance of these standards in podcast advertising. This ongoing conversation underscores the need for transparency and accountability, which are vital for building trust and ensuring the effectiveness of our campaigns. I hope this article contributes to the dialogue and offers some useful insights. Read the full article here:  https://lnkd.in/gyc7rUeE #PodcastAdvertising #IAB #MarketingStrategy #BrandEngagement #TPX #Podcasting

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The latest browser market share in Canada is 48% Chrome. A majority of the web is already cookieless. There is no time to waste. Advertisers need to push ahead even faster to futureproof digital strategies for a cookieless world. Push ahead as if the deadline hasn't changed and use this new window to test & learn different approaches. Refine and tweak your audience and measurement strategies as new learnings are uncovered. Waiting around for Privacy Sandbox to be perfect is a losing proposition.

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Is your brand ready for the holidays?... It is hard to believe it is August. Kids will be heading back to school soon and before we know it, the holidays are here! This means brands need to start preparing (if they haven't done so yet) for holiday sales. This means, creative, messaging, media channels, etc. While prepping for it, here are some interesting nuggets to have in mind from the article I linked. -  Nine in 10 holiday shoppers (91%) want to see ads that offer a specific promotion, and seven in 10 (71%) appreciate ads that make it simpler to purchase the featured item (source: LG Report) - Fifty-six percent of CTV users will turn to search engines to research gifts this holiday season, with 36% saying they’ll search online after viewing streaming ads, per LG. And 34% will visit a retail website, with 42% saying they’ll go to a brand website after seeing a streaming ad. -- I suspect very similar behaviors from Linear TV viewers. - The majority of holiday shoppers will shop Black Friday (86%) and Cyber Monday (84%) deals, but 70% will take advantage of in-store Black Friday sales. Nearly half (48%) think Black Friday and Cyber Monday is when they’ll get the best deals. A comprehensive strategy that includes mutiple media outlets (TV, Paid Search, Paid Social, paired up with ongoing organic efforts) to meet the customer where they are is the key. Making sure that the top of the funnel is constantly being fed while nurturing consumers on the subsequent funnels will increase conversion rates. And just as important, a seamless top notch customer experience throughout the process will ensure consumers to come back. #d2c #holidays #advertising #ecommerce https://lnkd.in/eRbzVd75

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#Netflix major AdTech - defo preparing #AI future Thanks Roger! This is the most comprehensive article I am reading on this topic! Watch this space! 📺 #CTV #AdTech #RetailMedia

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I’m curious— 🤔 A lot of marketing and creative firms we work with are struggling in Canada. We are seeing the marketing industry change as a whole, for example, bigger firms like; BBDO, DDB, and TBWA coming together to form Omnicom Advertising Group. You top this with the radical advancements of A.I., and its current disruption on the culture and the value of ideas, creativity, and marketing as a whole. Oh, there's also a massive level of uncertainty and confidence with our economy. My question is for my creative brothers and sisters. The Founders, Experts, and Leaders within the trade: What pain are you feeling today? And, how are you overcoming that pain by evolving your business model? The game is changing and the more we can do to share and support one another I think the better. What are you finding success with? #marketing #advertising #creatives #marketers #branding

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Trade Desk is setting themselves apart as the go-to ad platform for the open internet, which is not only brilliant brand positioning, it's also a good reminder that there are valuable alternatives to Meta and Google for both audiences and marketers. A recent Trade Desk report reveals that 57% of Canadians' online time is spent on the open internet, encompassing activities like streaming, gaming, news consumption, and messaging. Surprisingly, only 19% of advertising dollars are allocated to the open internet compared to walled gardens. This data challenges us as marketers and communications professionals to delve deeper into audience behaviour across various online spaces. Our focus should not only be on identifying where audiences spend their time but also on recognizing the intentional spaces that drive active engagement from Canadians versus passive consumption. These spaces often exist within the open internet landscape.

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With the news of DDB, BBDO and TBWA Canada merging into “Omnicom Advertising Services”, it’s officially a new era in the industry. These were three of the most dominant advertising agencies in the country for decades. Anyone working at or with these companies around the world - this is what’s coming. It’s not if, it’s when. So please prepare yourselves. Play chess not checkers with your career and livelihood. You’ve got to look after yourself and your family and you need to start planning what’s best for you right now. To all CEO’s, Boards of Governors, CMO’s, VP Marketing, Director of Marketing, Marketing Managers, CFO’s, COO’s and so on: The agency world is being massively disrupted (it has been for a while but it’s now in high gear) and I highly recommend you start looking at Plan B to protect your brand and put it into a position to thrive. Independent agencies around the world are thriving. They’re doing great work for clients because the people running those companies have skin in the game. If you do really well - they do well. Independent agencies are just hustling more. Independent agencies are running circles around the bigger, slower moving international companies. They’re doing really great work that’s working. Many of the most talented people in our industry have now moved over to working at an independent agency. When you hire an independent agency, the money goes back into the business. A great independent agency will hire the very best people. They’ll invest in tech. They’ll invest in things that will help your business thrive. They win if you win. Reach out and meet an independent agency or two and see if they’re the right fit for your brand and your team. If so, just try them on a project and let them earn their work. Don’t ask them for any free speculative work because that’s unethical. But sample them on a project. It’s the perfect time to try something new. There are many great independent agencies in cities and countries all over the world who are doing fantastic work. We at One Twenty Three West are just one of them and we’d be happy to connect. 123w.ca ***People from all over the world are going to read this post. All independent agencies are welcome to promote their business in the comments. Share the thread.

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This week Toronto is hosting the World Federation of Advertisers for global marketing week, bringing together many of the globe's top CMOs (Chief Marketing Officers). It's timely that EMARKETER released some insights on the role of the CMO. Good news. CEOs are seeing CMOs in a more positive light. This is framed by more dynamic & complex roles that are increasingly driving business results that matter to the CEO & CFO. The transformative role of AI is helping drive this and putting investing in skilling up the marketers on their team. Elevating the role of the CMO has been a long standing conversation at the Canadian Marketing Association & something I'm seeing firsthand on the field. It's fantastic to see some positive momentum as we use her in the age of AI. Stephan Loerke & friends from WFA - we look forward to seeing you in Toronto this week! More from EMARKETER report here: https://lnkd.in/g5di7j9g More about the WFA global marketing week in Toronto: https://lnkd.in/gxq-_KE7

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Finding undervalued media opportunities is a key to success in Linear TV campaigns - and here’s a proposal of how we could target expats in the Canadian market for a fintech focused on remittances. We frequently work with clients to allocate a small portion of budget towards experimental channels to discover potential low-cost, high-upside opportunities. If we had to target expats on Linear TV, we would work to target one TV station that provides programming in over 20 languages including Chinese, Italian, Arabic, English, and Punjabi. They reach 20 million+ households in Canada, and have geographic specific stations catering to individual markets like Ontario or Alberta. This is a specialty channel, but unlike CTV where niche targeting increases CPMs, costs are much lower on this channel due to less advertising demand. We could theoretically run 80 ad spots a week at high frequency, and do so at very low CPMs. You may not be targeting expats, but Kingstar can help you identify similarly high upside, low cost channels to build your brand in Canada!

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Media industry leaders came together at the IAB Canada State of the Nation Toronto Summit yesterday, to share thoughts on future of Media👇 🚀 Advertising revenue is projected to reach $𝟏𝟖.𝟏𝐁 in 2024 (from $15.9B in 2023). This growth is fueled by direct channels, the rising traction of RM+, and the continued momentum towards Connected TV. 📊 We finally might have a 𝐜𝐫𝐨𝐬𝐬 𝐩𝐥𝐚𝐭𝐟𝐨𝐫𝐦 𝐦𝐞𝐚𝐬𝐮𝐫𝐞𝐦𝐞𝐧𝐭 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤 𝐟𝐨𝐫 𝐂𝐨𝐧𝐧𝐞𝐜𝐭𝐞𝐝 𝐓𝐕. Can you believe that? 🔥(called the Ad Creative ID framework) 💡 During the economic downturn, making strategic reductions, rather than slashing budgets indiscriminately, by 𝐚𝐩𝐩𝐥𝐲𝐢𝐧𝐠 𝐭𝐡𝐞 𝐂𝐅𝐎 𝐥𝐞𝐯𝐞𝐥 𝐫𝐢𝐠𝐨𝐮𝐫 𝐭𝐨 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐝𝐚𝐭𝐚.🎯 🤖 You are already behind if you aren't using AI to achieve greater efficiency thereby optimizing resources. 💪Its time to take control of the situation and do our bit Looking forward to embracing these strategies at Involved Media Canada #Media2024 #MarketingStrategy #Innovation #EconomicInsights #DigitalTransformation

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Check out the latest holiday consumer insights to ensure you are showing up to capture consumer demand from Google's Head of Retail Eric Morris. Give it a listen here! 🚀 #consumerinsights #google #RCC #holidayseason

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Understanding customer behavior inside the store is essential for both retailer and brand. If you are attending Retail Technology Show, don't forget to check out "What's In Store for Retail Media Networks" hosted by Scala #RTS2024 STRATACACHE Walkbase #innovation #technology #Consumerproductgoods #retailers

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So I constantly have this happen. If you read the comments or the tweets where CBC posted this story you can see the experience is a common frustration. But that's not why I'm posting. What stood out to me was the Ombudsman who believes since he only received 51 complaints in 2023 against a volume of 296 million parcels, that they are doing a bang-up job. Often we can get stuck paying attention to the wrong metrics. We grab vanity metrics that spit out big impressive figures but don't necessarily reflect what's happening in the biz. Worse than latching on to a vanity metric is when you 'fix' a metric so it can only give you 'happy days' reports. Just because you put the complaint box in a basement with the stairs missing, the lights out, and behind a locked door with a sign reading 'beware of the leopard' doesn't mean there are zero complaints. At the end of the day, your customers will vote with their feet. Even if you think you have them locked in and trapped they will find a means of escaping to someone willing to give them value. The number the Ombudsman ought to be paying heed to is the pre-tax loss of $748 million in 2023. That tells the real story of people like myself who seek any other means of receiving a shipment than via Canada Post/Purolator because I know they'll actually attempt to deliver.

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Omnichannel campaigns that are easy to plan, execute & measure coming soon. 👆 All part of the latest updates from Canada's largest retail media network with 4 million weekly digitally active members. I had the pleasure of attending Advance powered by Loblaw Upfront yesterday. My key takeaways: Hard discount is their largest growth potential and they are both converting stores but more importantly opening more smaller footprint locations. These are for both urban and rural areas where they can offer a wide assortment of products (although limited number of brands/options) at an everyday low price. Pet, HABA and games/arts - all areas expected to see growth AND will have their areas in-store see updates coming soon. Another growth market are New Canadians and LCL is paying attention, such as including global holidays in their seasonal programs and recognizing this market over indexes on using digital. Everything they do is OMNICHANNEL. Their example was the Lunchables Launch (Kraft Heinz) who used online video/social, e-comm banner & sponsored search, digital flyer, in-store screens and in-store aisle blades & bunkers. 53% of Loblaw Companies Limited shoppers start their journey online, many of whom buy a product in-store within a week of seeing it on an LCL digital platform. This requires targeting.... Advance is adding to their 200+ audiences with 12 new automotive audience segments via Esso. Also teamed up with Corus Entertainment to allow brands to align shopper profiles and viewer profiles through MediaAisle. Advance is also improving several existing programs: 1) Sampling: Coming in 2025, it features an improved consumer and brand experience. 2) Product price in creative: the ability to have prices in programmatic display & in-store screen media coming in beta soon 3) Digital aisle: SDM now has sponsored search while biddable shoppable display is coming to PC Express 4) Personalized members only pricing coming in 2025 If it seems like there's a lot to manage - it's because there is! And they've got a solution: LOOP: Loblaw Omnichannel Optimization Platform Coming in Q4, it's designed to make omnichannel campaigns easy with objective based campaigns using AI to optimize budget allocation and provide suggestions based on performance. It also provides omnichannel measurement with shopper and cart analytic reports coming soon. All very impressive! Couple areas I thought I'd see more development: 1) Digital shelf LCL still using printed pages for at-shelf signage while Walmart has announced digital tags and video shelf edges over the last few weeks. 2) Reviews Lots of discussion about discovery online but no mention of reviews. Other retailers, like Home Hardware Stores Limited, are actively adding these to elevate the consumer experience. Excited to see the features as they are released through the year! #retailmedianetworks #grocery #retailmarketing #CPG #shoppermarketing

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With the growing oversaturation of data clean rooms, providers need to differentiate themselves to stand out. Optable has done just that by partnering with Globe Media Group, the advertising arm of The Globe and Mail. This partnership allows The Globe and Mail to securely combine their first-party data with their advertising partners for deeper audience insights and stronger results. Optable’s clean room technology facilitates privacy-safe collaboration, helping publishers and advertisers achieve 3.4x greater reach and 2.5x more cost-effective results. We sat down with Bennett Crumbling, Head of Marketing at Optable, to learn more about their approach. 👇 #AdTech #CleanRooms #Privacy #DigitalAdvertising #PublisherGrowth

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ICYMI - IAB Tech Lab has developed comprehensive guidance to help navigate the complexity of ID solutions as we move closer towards cookie independence. Thanks Patti Summerfield and Media in Canada, for covering this important release from IAB Tech Lab - to access the guidance, see comments. #idsolutions #PETs #digitalads #advertising #data

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