Justine Stinvil, MBA

COMMB's latest Insights Report is here! It's really great to see OOH's perception from young audiences are upward trending. In comparison to last years' Vividata study (Spring SCC 2023) to this years' (Spring SCC 2024) study, Gen Z's are noticing OOH advertising, taking action after exposure, and have an overall more positive perception than they did in 2023 about OOH. Why? In my personal (but humbly educated) opinion, there are three factors to be considered: trustworthiness of the OOH medium, digital online ad fatigue, and OOH's ability to not "interrupt". Nobody wants to be fed advertisements when you're binge-watching Bridgerton, or on the edge of your seat for the Jake Paul vs. Mike Tyson event (I didn't, anyways!). OOH compliments an environment and landscape, and doesn't chime in where not wanted. Those who are online regularly, such as Gen Z, often use ad blockers or pay for upgraded streaming packages to avoid advertisements. In addition - spam happens (and not the canned kind). How often are you inundated with advertisements online that you can't be certain are real or fake? Its hard for online advertisers to fight to reach consumers when surrounded by illegitimate ads - and we can't expect the viewer to do the same. Digital natives are tired of fighting through the noise of the online advertising world - and that's where OOH comes in. As we continue to grow and evolve as an industry, working together alongside other media is no longer a suggestion. It's a must if you want to have a truly impactful campaign that resonates with audiences. Aside from all the love we get from Gen Z in OOH, we dove deep into our partnered study with Leger about Canadian's perception of the use of AI in general and in the OOH space. Finally, we wrapped it up with an incredible campaign highlight from our AdAi conference Keynote speaker Juan (John) Tubert who showcased how to push the limits with AI in OOH and what's possible today.

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Unleash Your Brand's Story Connect, engage, and build trust with your audience through the power of storytelling. Discover how to craft compelling narratives to elevate your brand's presence. 📚✨

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AI Overviews in Search is coming to Canada. Since first launching in the US this May, AI Overviews in Search has been gradually expanding availability to more countries and more languages. It will sooner than later appear in your SERP. With a new way for consumers to search without relying solely on ranking, marketers need to pay attention and find new ways to optimize for AI Search.

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I completely agree that inclusive innovation is both true and essential in today's neocultural Canada. Recently, I experienced this firsthand while searching for a new couch for my family. As an Asian household, we often find it challenging to find furniture designed with our needs in mind—like a couch where our legs can rest comfortably on the ground, as many standard options are made with taller individuals in mind. This example highlights how important it is for companies to consider diverse body types and cultural preferences when designing products. A more inclusive approach to furniture design, perhaps with adjustable seat heights or customizable dimensions, would not only make life more comfortable for people from various backgrounds but also reflect Canada's rich cultural diversity. How can we encourage more businesses to embrace these kinds of thoughtful innovations?

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THE ROAD TO CANNES 2025: A Spotlight Series of notable Cannes winners It has to be Heinz - Rethink Toronto x Kraft Heinz Why settle for one campaign when you can do as many as it takes? The creative folks at Rethink decided to do exactly that when they realized that Heinz is losing their iconic status… and they went all out for five years to make the world say, “It has to be Heinz” First, they released to the world the perfect amount of tilt required to get ketchup out of a bottle (it’s 31 degrees by the way). AND… Then they created a 570 piece puzzle of just pure Heinz red, cause, why not? AND… Then they did a social experiment and asked people to draw ketchup and all of them proceeded to draw a bottle of Heinz. Or at least one resembling it. AND… They asked AI to generate an image of Ketchup in different places and all the bottles were Heinz. AND… They began a petition to put the same number of hot dogs and buns in packages. AND… Heinz shared the spotlight with Travis Kelce and Taylor Swift when a photo went viral of Taylor Swift having “chicken with ketchup seemingly ranch”. They released a product named “Seemingly Ranch” in under 24 hours which was a combination of ketchup and ranch. And lastly, our favourite of all, an OOH campaign in which Heinz exposed restaurants for filling their Heinz bottles with generic ketchup. This is something we in India know is happening for sure. The Insights? 🏅 12.5 Billion Globally Earned Impressions 🏅 12% Growth in Heinz Daily Sales 🏅 +3.2 Share Pts. Our massive takeaway from this was the coherence and consistence in campaign messaging and the maximization across all touchpoints. A salute to the creative team of Rethink and the brand team of Heinz. Zachary Bautista, Aaron Starkman, Julian Morgan, Jenai Kershaw, Nick Noh, Caroline Friesen (Apologies if we got any of the tags wrong. Please do tag them in the comments below) Tell us your thoughts on this campaign in the comments and gear up for the next Cannes winner next week.

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"Perhaps often said, but creativity can’t live in the creative department. The best companies have it infused throughout, so it touches every department." Jordan Doucette, Dentsu Creative Canada's CCO and newly appointed President, speaks to LBBonline - Little Black Book about the complementary skill sets of creativity and business, and why she has a raging case of optimism for the future! 🔗 Read the full story here: https://lnkd.in/dEMBRYhE

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The Wild World of Media. It's like a never-ending stream of posts, all vying for attention. With so much to see, it's a challenge making a brand stand out. Precisely why design with intention counts. Visual content is 43% more persuasive than text alone, highlighting the power of design in engaging audiences and making them stop and take notice​. But creating designs that truly engage isn't just about sourcing a stock picture on a post. It takes more. Consider this: 1. Keep it simple. People are busy, don't overload your design. Focus on a clear message and a strong visual. 2. Animations & video. Make design move. Short animations or eye-catching videos grab more attention now. 3. Design should come from a compelling story. We connect with stories. Use your designs to tell a mini-narrative that resonates with your audience. Please experiment too! Try different approaches to see what resonates with your audience, and have some fun with it. See some design work and get inspired here https://www.jmport.com

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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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It might be obvious but how Marketing professionals view ROI is not as we might think. It's not about either or but how we take it as a KPI for our campaigns and how dominant it will be across our strategy. In this article you can search for the Facts and Key Data about the role of ROI in advertising. #Advertising #Marketing #KPI #Strategy #Financials

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Hello Chloe Von Dersch. You are looking for a unicorn candidate. You will not find the candidate you are looking for. Your role would require someone to be an expert at: -- Content Strategy -- UX writing -- Copywriting -- Content Design Additionally, the job requires someone with experience in finance, which is a niche industry where knowledge and expertise take time to develop. People in finance don't prefer to go in the above 4 fields of expertise. Still my point is not clear enough? Allow me to explain it in a way that a 5-year-old would understand. (Please note: I am not saying you are a 5-year-old. It's my method to provide clarity to people.) Assume you have a box of crayons. There are different colors: Red Blue Yellow Green Each color is perfect for coloring different things. Like coloring the sun, the sky, the grass, or the water. Now your teacher asks you to make a picture that needs all these colors used accurately. One person might be really good with the red crayon but not so good with the blue one. Another person might be great at using the blue and green crayons. It’s hard to find one person who can use all the colors perfectly. In the same way, this job needs someone to be good at many different things (like using different crayons), but each thing is its own special skill. It’s rare to find one person who is the best at all of them at the same time. Atish H Chowdhury and Priyanka Vijay don't waste your time applying for this job. I can't help you find a job. But at the very best, I can save your efforts. Until next time, this is Manikk Gupta providing you with clarity, and wishing you good luck and good growth!

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Positive or negative multiplier effect? Two ad campaigns are getting attention in Quebec's press recently, though not entirely for the reasons intended. The first is from Sazerac Company, a privately held alcoholic beverage group headquartered in Louisiana, owned by billionaire William Goldring and his family. Their poster campaign, themed "a proudly Québécois summer," displays five products bottled in Quebec, along with an emblem. For context, Quebec has three designations for local products: 1. "Origine Québec" for products entirely made in the province 2. "Préparé au Québec" for products made in Quebec but with ingredients that can be sourced outside Quebec 3. "Embouteillé au Québec" for products made elsewhere but bottled locally Local wine and spirit producers are expressing discontent with the implication that brands like Southern Comfort are local, particularly given the SAQ's plans to reduce the number of locally-made spirits it carries. The second campaign is for Koodo, a subsidiary of TELUS. A multicoloured house has apparently violated local regulations, and the city intends to fine Telus according to reporting by La Presse, despite claims from Camp Jefferson that they obtained the necessary permits. This won't cause major reputational damage. In fact, one could argue that these controversies serve as amplification for two campaigns that might otherwise have received limited attention. As Oscar Wilde famously quipped: "There is only one thing in life worse than being talked about, and that is not being talked about." Marcus Daum Ashley Babcock

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"Half the money I spend on advertising is wasted, the trouble is I don’t know which half." - John Wanamaker, New York Retailer, 1874 John Wanamaker’s infamous quote is 150 years old, and it still rings true today. Sharpening media plans is becoming increasingly important. With first party customer data, retail media and targeting capabilities it is possible to reach the customers that matter to a brand to reduce the pain of wastage. Who we entrust customer data with matters. #retailmedia #customerdata #shopperinsights #marketintelligence

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How to generate 20+ high confidence ad concepts in 1-2 minutes, even when you feel as creative as a potato.

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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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We're thrilled to release our inaugural IZEA Trust in Influencer Marketing report for Canada 🇨🇦, showcasing breakthrough insights into how influencers are transforming Canadian consumers' purchasing behaviors. Here's a sneak peek on what we've learned... 67% of 18-to-29-year-olds are making purchases inspired by influencers, underscoring their pivotal role in consumer decision-making. 51% of 18-to-29-year-olds are embracing social commerce, making in-app purchases on social media platforms. 40% of young Canadians are turning to TikTok for product research before making a purchase, showcasing its growing influence. 62% of social media users trust influencer posts more than those from A-list celebrities, highlighting the power of authentic connections. You can download the full report here:

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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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"Reflecting on an insightful week in Toronto! 🇨🇦 Started at CMDC Media Day where Brigitte Dagnault's insights and VIA's compelling case study emphasized the performance-driven impact of investing in Canadian Media. Yesterday's IAB Canada Enterprise day underscored the importance of sustainability, highlighting areas where Canada can improve. Despite challenges, opportunities abound, especially in light of EMARKETER' Canada Digital Ad Spending Report revealing that investments in the TRIOPOLY (Google/Meta/Amazon) is 14pts or 22% higher in Canada than in the US. But how do we shift this narrative? CMOs, it's time to assess your media spend positioning. Have you endorsed the Canadian Manifesto? Consider allocating 25% of your media budget to Canadian publishers and capping investments in the Triopoly at 60%. Let's get creative with the remaining 15%. Canadian publishers face hurdles too. Simplifying the buying process for all clients and agencies is crucial. Collaboration is key to securing a larger market share for everyone. Let's innovate, collaborate, and propel Canadian media to new heights together! #CanadianMedia #Advertising #Collaboration".

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Newcomers are an integral part of Canada's ecosystem and this shows up in the way we Search! Did you know that products like “rice cooker” are outpacing “toaster oven,” and “kurta” surpassing “men’s dress shirt” according to Google Trends? Take a look at the latest consumer insights here from Claudia Worms Sciama #consumerinsights #google #newcomerstocanada

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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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