Riaz Backer

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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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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🎮📈 Unwrap the power of gaming this holiday season! Discover how in-game advertising can help your brand connect with over 23 million Canadian gamers. Our latest eBook, "Capture the Attention of Canadian Holiday Shoppers," offers a deep dive into audience insights to help you maximize your holiday campaign success. Don't miss the chance to make your brand part of your consumers' favorite games this season! 📥 Download the FREE eBook here: https://lnkd.in/eGu_EKsM 🎁✨ #InGameAdvertising #HolidayMarketing #CanadianShoppers #AGN #GamingAudience #HolidaySeason

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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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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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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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Expanding Boundaries & Maximizing Opportunity: Toronto’s MADHUB Agency Acquires Think Forward Media As a purpose-driven marketing agency, MADHUB is always on the lookout for the best talent, ideas, and technologies to push the boundaries of what’s possible. That’s why we’re thrilled to announce a crazy new development—MADHUB’s acquisition of Think Forward Media! Known for its expertise in post-click optimization, the Think Forward team will help extend the reach of our capabilities—beyond the pre-click strategies that built our reputation. By controlling the customer journey from start to finish, we can ensure that prospective buyers aren’t falling through the cracks and that we’re maximizing spend at every corner. As we integrate Think Forward Media into the MADHUB family, we send a clear message to our clients: that we're fully committed to providing incredible value and driving insane results. We can now offer a full-stack experience that enables brands to scale sustainably, with channels that actually work! Our offerings span across performance, conversion, and retention—with a huge focus on the creative impact within each. Stay tuned for more updates on this exciting new chapter and how you can leverage it to propel your business forward. Because at MADHUB, we’re not just mad about marketing, we’re mad about making marketing work for you.

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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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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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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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#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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"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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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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On this episode of Global Health Beat, Amanda Preto, VP of Marketing, and Matthew Durham, Director of Global Media, sit down with Nadine Lafond, President of Ogilvy Health Canada, and Paulina De la Riva, Chief Strategy Officer at Ogilvy. Tune in to explore emerging consumer behavior trends, such as the growing importance of a multichannel approach, and see how these trends are expected to unfold across Canada. Discover how Canadian healthcare professionals are leveraging podcasts in comparison to their European and U.S. counterparts, and are increasingly visible on international platforms rather than domestic ones. Like, share, subscribe, and comment with your key takeaway! https://lnkd.in/gghEDzSA

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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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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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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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Last week at the American Marketing Association (AMA), Toronto CMO event, Dr. Augustine Fou, Laura Baker, Vivianne Gauci, Jay Badiani and I talked about recent trends we are seeing and experiencing. Topic included #ai, #digital #adfraud, #budgets, #dei and #sustainability. Here's a recent article published by the American Marketing Association that dives a bit deeper into those topics and other trendlines. Long story short, marketing budgets are declining and decreasing as a share of company operating budget. Brand doesn't build itself--you need to feed, water and nurture it for growth. Take a read and share your thoughts. https://lnkd.in/eEjYTVRX? utm_medium=email&utm_source=rasa_io&utm_campaign=newsletter

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