Deborah Gurofsky

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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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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Marketing research professionals should take heed of the pollsters’ problems If the experts crunching data to predict elections are getting it wrong, why should we trust the experts to predict consumer behaviours? My latest Free to Disagree column in Campaign Canada https://lnkd.in/eitc6T_7

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150 of the country’s creative, marketing and media leaders gathered to discuss how streaming content is transforming TV advertising... Amazon Ads #ad #advertising #marketing #creatives #media #agencies #brands #canadianmarketing #streaming #advertisingandmarketing #creativity #technology #digitalmarketing

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For the "go woke, go broke" crowd that permeates through many brands across North America and beyond... ...I'm happy to say that you're wrong. A whopping *75%* of consumers globally say that "diversity and inclusion – or a lack thereof – influence their purchase decisions." This comes from Kantar’s 2024 Brand Inclusion Index - a survey of more than 23,000 people in 18 countries. Valeria Piaggio, Global Head of Diversity, Equity and Inclusion at Kantar, expands on this: "It’s a myth that inclusion marketing is about marketing to minorities. Inclusion marketing is expansive marketing. One of the fundamental ways to grow your brand is to predispose more people to it. Yet when brands exclude consumers – whether that’s because people don’t feel welcomed when shopping in store or their advertising doesn’t reflect diverse communities – it’s an easy miss. Millennials and Gen Z prioritise diversity and inclusion even more than other groups, and as these populations grow in size and buying power these issues will carry more weight. Brands will be rewarded if they stand by their values – especially in the face of vocal communities which stoke the culture wars by pitting minority groups against one another.” So in the wake of so many brands cutting back on their #DEI staff and spend, treating inclusion like a checkbox that can be layered in whenever convenient, or just deprioritizing #DEI to pre-2020-like conditions, this is your wake-up call. It's time to get back on track. Your customers want it. Many are even demanding it. What are you waiting for? #JEDI #EDI #DEI #DEIA #InclusiveMarketing #InclusiveCommunications #InclusiveBranding #InclusiveAdvertising #InclusiveResearch #InclusionMatters #InclusiveWorkplace #InclusiveCulture

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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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Curious about maximizing ad creative beyond clicks? Explore insights from our recent panel with Scott Mitchell, Managing Director of Canada, and industry leaders Markus Giesler, Anthony Campos, Siddharth Vishwanathan, and Christy MacLeod. Learn why clicks aren't the only measure of advertising success and discover how to integrate performance metrics with creative excellence for optimal results. Delve into these insightful strategies in our latest blog post! 🚀 https://hubs.la/Q02BSD100

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🌟 Shaping Advertising Success for 2025 🌟 The future of advertising is now, with a projected $17.5B spend in Canada alone. Are you ready to lead? In our latest report, we explore four key strategies to elevate your campaigns: AI-driven personalization, the surge of video and interactive content, privacy-first practices, and omnichannel, purpose-driven marketing. Discover how APEX’s geolocation insights, audience data, and commitment to ethical data handling can make 2025 your most successful year yet. Let’s connect and unlock the power of a data-driven approach for the evolving digital landscape! #AdTech #MarTech #MobileMedia #CTV #Advertising #OmnichannelAdvertising

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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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Amid a bustling political season, advertisers are grappling with a significant reduction in available TV ad inventory. With political ad spending projected to reach $7.06 billion by November, the heightened demand is driving up advertising costs and reducing the availability of local TV and cable ad slots. Presenting hyperlocal CTV: the intelligent choice for precise audience targeting, delivering results at a lower eCPM. • Precision targeting by zip code • Cost-effective compared to traditional TV ads • Expansive inventory across streaming platforms • Enhanced measurement and campaign flexibility Maximize ad spend and reach during this high-demand period with hyperlocal CTV! To learn more about hyperlocal CTV, contact us at https://bit.ly/3IwAfB8 #AffinityX #Marketing #CTV #Advertising #Olympics2024 #PoliticalSeason

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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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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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💡 AI is changing the game in advertising strategy – is your brand keeping up? Our CPTO, Michael Colson, recently sat down with Media in Canada to discuss how AI can empower brands with precision targeting and hyper personalized experiences. The article uncovers practical strategies to leverage local insights and drive meaningful campaign results. Read the full article to see how Locala is leading the way: 👉 https://lnkd.in/ej6tf93a Hadrien Bailly, Lindsay Hacker, Perry D.

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The 2023 Visible & Vocal report issued by POCAM - People of Colour in Advertising & Marketing is a must read for any Agency leader in Canada. It's so important that we continue to gather the data so we can see the impact of many commitments that organizations have installed over the past several years. What stands out to me in this report is the urgency to continue to act on commitments remains high as progress in many metrics has stalled if not declined. It's hard to fathom that less companies instituted anti-bias training and DEI policies in 2023 than they did in 2022. We have made our commitments public at the greater and we've got a lot of work to do ourselves to continue to take proactive and authentic actions that produce results for our culture. This report should serve as a reminder and a warning to not let ourselves be complacent when there is much work to be done. Thanks Gavin Julian Justin and the other leaders at POCAM for the critical work you are doing.

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The 2024 State of Digital Out of Home (DOOH) in Canada Barometer Report is a comprehensive study done by the IAB Canada DOOH Committee, co-chaired by Barb Huggett from Captivate, LLC. Sharing her thoughts: "DOOH screens are seamlessly integrated into the environments where consumers spend their daily lives. Beyond roadside billboards, DOOH connects with audiences as they work in offices, shop in malls, dine in restaurants and bars, and use transportation. Marketers can deliver messages that resonate within the environment to create more meaningful connections throughout the day. The powerful combination of context – aligning audience, environment and message – makes these interactions especially impactful.” Access the full report here: https://hubs.ly/Q02BMDTq0 #DOOH #BarometerReport #DigitalOutofHome #Canada

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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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