Advertising & Marketing


Did you know that digital advertising in the US is on pace to surpass traditional media ad spending by 2019?

Direct-to-consumer (DTC) brands such as Warby Parker, Casper and Everlane have shifted how brands interact with their customers. By cutting out the middleman and establishing online relationships with customers directly, guaranteeing swift delivery and painless buying experiences, as well as positioning themselves as a better alternative to the status quo, DTC brands are carving out a new retail experience.

In the latest episode of "Behind the Numbers," analyst Paul Briggs discusses three key developments he predicts will have an outsized impact on media, marketing and technology in Canada next year.

While adoption of multichannel attribution models is increasing, the growth rate has slowed. eMarketer lowered its 2018 multichannel attribution adoption estimates from 62.0% to 54.0%.

Gating content and offers can provide marketers with valuable data for lead generation. However, asking for too much information can turn users off from a brand.

While a gap in ecommerce adoption between retailers and brand manufacturers used to be quite prevalent, it’s now common practice for brands to sell online, a trend that will continue to increase in 2019.

Research shows that last-click attribution remains popular, multichannel attribution is gaining popularity and content marketing attribution is difficult to analyze.

For many companies, it is necessary to regularly update their digital strategies in order to stay competitive. But old tech systems can make this an onerous task.

A lot of companies in the ad industry hope to profit from the digitalization of TV. But as with any big change, uncertainty creates some fear.

No email marketer wants to see an unsubscribe. And even with providing post-unsubscribe check boxes to gather user feedback, motivations aren't always clear.

Amanda Martin, director of enterprise partnerships at Goodway Group discusses why it’s a no-brainer for programmatic buyers to bring historically traditional media channels under the broader automation umbrella.

eMarketer’s Lauren Fisher recently spoke with Lorne Brown, CEO of Operative about how TV businesses are looking at programmatic as a way to win some digital ad dollars from the Facebook-Google duopoly.

Most US firms use digital content marketing. But adoption is slightly higher among business-to-business (B2B) companies, where content marketing is crucial for driving leads and awareness.

Even though PR stunts can be polarizing, brands keep foisting them onto the public. In a survey conducted by OnBrand and Bynder, only 12% of US and UK marketers considered guerrilla marketing an exciting trend to explore this year. Tangentially related tactics like influencer marketing and brand activism had far more appeal.

Mobile video advertisers are on the hunt for ways to make their ads more engaging, and not just another commercial consumers have to tolerate. Rewarded video ads—also known as value exchange ads—seem like the answer, but are the benefits worth the cost?

In the latest episode of "Behind the Numbers," analyst Nicole Perrin joins us in the studio to discuss consumer attitudes about advertising and why so many people are resistant to ads. Who are the ad blockers, what are they actively blocking, and what could help turn them around?

Rewarded video ads once were geared to in-game placement, but that’s changing. In the latest episode of “Behind the Numbers,” analysts Lauren Fisher and Nicole Perrin discuss rewarded video with Maggie Mesa, head of mobile at OpenX.

With digital marketing constantly evolving, marketers are frequently on the lookout for new tactics and technologies that could improve margins and increase revenue. But for those looking to change up how they evaluate their media spend, there are network effects and sunk costs that interfere.

Catherine Williams, chief data scientist at Xandr, spoke about how ad buyers are making sure they don’t overpay for impressions.

As digital marketing becomes more automated, marketers are allocating more of their budgets to marketing technology. Research indicates CMOs spend about 30% of their budgets on tech products.