On January 28th, many organizations are recognizing Data Privacy Day, marking 18 years since it was first established in 2007. It’s fitting that our federal Privacy Commissioner, Philippe Dufresne, identified Canada’s 2026 theme as “Prioritizing Privacy-by-Design”, a global, privacy and data protection framework that was invented in Canada.

Data is central to making Canadians’ lives better and making Canada stronger. At the same time, more complex privacy regulations, AI models and digital ecosystems are making data more siloed and it’s often seen as too risky or hard to use. Access to good quality, safe and reliable data is essential for Canadian companies.

To unlock the potential of data we need a Canadian, privacy-forward approach that leverages partnerships, products and platforms and makes the best quality data available where and when it’s needed. For marketers and brands, this means being able to leverage their first-party data to see better results and measurable outcomes in advertising campaigns while maintaining consumer trust.

For over 20 years, Environics Analytics has delivered accessible, safe, reliable and trusted data in our products and services. We help marketers overcome the limitations of siloed data and achieve better attribution, smarter targeting and deeper customer insights while respecting individual privacy.

We have built databases using innovative, safe and effective data powered by sound analytics and leading technology. Innovative means powering and leveraging all that AI brings to our organizations using both the LLMs and Agentic AI. Safe means adhering to not just laws and regulations but best practices and consumer expectations for transparency and trust. Effective means using models and methodologies that simulate reality—correctly describing the past and, to the best extent possible, being both predictive and prescriptive for the future.

Our approach has always been based on the strictest legal privacy frameworks and industry best practices. We are very proud to be one of the first Canadian companies to receive a certification under ISO 31700-1 Privacy by Design (PbD). This global standard guides our approach to data processing that fully integrates privacy-enhancing technologies and data protection principles into the design and development of our products, services and systems from the outset. And we have gone even further by adopting industry self-regulatory guidelines like the IAB’s Transparency and Consent Framework and the CMA’s ethical marketing code. Currently, we are raising the bar—updating our PbD processes, ensuring lowest risk of reidentification in analytics, platform and AI processing and actively pursuing an industry-standard AI policy and governance framework.

It’s fitting that prioritizing privacy-by-design is Canada’s theme for Global Data Privacy Day. In 1995, Ontario’s former Information and Privacy Commissioner, Ann Cavoukian, first articulated the 7 Principles of Privacy-by-Design. She was the leading global voice advocating for organizations to transform the way they build their products and services by bringing privacy to the forefront. In essence, looking at privacy differently: shifting data protection and privacy from a reactive, legal afterthought to a core organizational value, central to its people and culture.

We like to use the popular concept – “Build it in, don’t bolt it on.” Adopting the well-grounded principles in PbD and adapting them to the rapidly changing data landscape is fundamental in all that we do. We believe Canada cannot leverage the amazing potential of AI if the highest level of privacy principles is not in place, governing the collection, management and processing of the data driving the AI models.

There is no contradiction between being privacy-first, data-driven and trusted. Privacy and innovation can co-exist. They are not paradoxical. Both are imperative and need to be respected and maintained. Using a privacy-by-design approach can help organizations build data collaboration strategies that are not only compliant, but competitive. And, most importantly, meets consumer expectations for both privacy and a great brand experience.

Canadian marketers are at a pivotal moment. The tools, data and technologies are in place—but without orchestration, the opportunity is lost. It’s time to move beyond fragmented systems and embrace a Canada-first approach to data collaboration that aligns with our privacy standards, customer and regulatory expectations, and business realities. It means getting the data right and being aligned in a privacy-first culture and mindset. We are up for the challenge and ready to help our clients, our industry and our country.

Sources
Environics Analytics

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The result? Advertisers are buying far too many underperforming media lemons. The 2023 ANA Programmatic Media Supply Chain Transparency Study estimated global waste at over $20 billion annually – and growing. Whether due to fraud, MFA, viewability issues, brand safety concerns, supply chain ineffi ciencies, or simply non-performing media, too many programmatic ads fail to deliver on campaign KPIs.

Why Do Advertisers Keep Buying Lemons?

It’s not their fault. Really!

Unfortunately, the programmatic ecosystem is designed in a way that perpetuates the buying of Lemons over Cherries. This problem, which we call the Programmatic Supply Paradox, ensures that buying Lemons today leads to buying more Lemons tomorrow.

Here’s why: The DSPs (Demand-Side Platforms) and SSPs (Supply-Side Platforms) that facilitate programmatic transactions lack a mechanism to distinguish high-performing placements from low-performing ones. While DSPs can identify which ads drive campaign success, SSPs – the sources of ad inventory – lack access to this critical performance data. Without this performance signal, SSPs remain blind to which bid requests deliver value, perpetuating ineffi ciencies and waste in programmatic media buying.

The Solution: SWYM SmartCurate

At SWYM, we recognized that the root cause of programmatic waste lies on the supply side. That’s why we created SmartCurate, the industry’s first algorithmic curation engine that learns from both buy-side (DSP) and sell-side (SSP) signals to identify and prioritize high-performing Cherries in real time. With SmartCurate, advertisers break free from the Programmatic Supply Paradox. SSPs receive active guidance on which bid requests to supply based on real-time performance learnings. These insights can also be enriched with valuable conversion and attribution signals, further refi ning the supply selection process.

More Cherries = Big Impact!

By taking active control of supply and curating high-quality inventory, advertisers see dramatic improvements in campaign performance. In 2024, SWYM delivered an average 31%+ boost in campaign KPIs. Beyond performance, brand safety improved – with a 52%+ reduction in domains – and the supply chain was simplifi ed, with an 85%+ reduction in SSPs/suppliers used.

Here are a few recent client results:

• Financial Services | -37% Cost per Conversion (Display)
• Footwear | +27% RoAS (Display)
• Education | -23% Cost per Completed View (CTV)
• Telecom | -39% CPM (CTV)
• CPG Health | -33% Viewable CPM (OLV)
• Home Services | -21% Cost per Conversion (Display)

It’s Simple to Activate

SWYMs SmartCurate requires no changes to process or new integrations. It works with any DSP and is fully compatible with all existing targeting, optimization, and bidding strategies. It also complements buy-side Supply Path Optimization (SPO) efforts and in-house or third-party custom bidding solutions.

Recognized for Innovation

SWYM’s innovative approach to programmatic effi ciency earned us the 2024 Best Industry Startup Award by AdExchanger. Ready to stop buying lemons and start amassing Cherries? Contact us to learn more!

Andrew Altersohn
Co-Founder & President
SWYM.ai

Andrew is the Co-founder and President of SWYM.ai, a leader in AI-driven media curation and decisioning. With over 25 years of experience in media, data, and adtech, he has built and led organizations that drive innovation and results.

Previously, Andrew served as EVP/GM at Feedvisor (retail media SaaS), CEO of AD/FIN (digital media intelligence), and President of Havas Digital (global media agency). He has also held leadership roles at Publicis, Ogilvy, Digitas, and Oliver Wyman.

Throughout his career, Andrew has worked with Fortune 500 brands, agencies, and industry groups to drive growth and accountability. His expertise spans B2B and B2C marketing across consumer electronics, CPG, fi nancial services, and healthcare.

He holds a BS in Economics from the Wharton School at the University of Pennsylvania and an MBA from the University of Michigan.

Sources
Statista Research Department, 2024
Grand View Research, 2024

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The Financial Edge of Resilient Trust

For consumers to purchase your brand, they must trust you. Our research reveals that in only 2% of the of over 17,000 purchase interactions measured, consumers reported trusting the brand they bought LESS than the competition.
But not all trust is the same – where it starts to get interesting is when looking at how much more a brand is trusted to alternatives in the category. From our studies, a typical brand can expect it to be distributed roughly equally between three groups – where you’re a brand that is trusted about the same as competitors, a little more, and much more. This final case (much more) is what we call Resilient Trust.
Our data shows that consumers are willing to pay a premium of 15% on average for brands with Resilient Trust vs. 9% for brands with merely equal trust. This premium indicates the perceived value that Resilient Trust brings to each purchase, reducing the likelihood of consumers switching to lower-priced alternatives.

Building Deep Brand Trust Relationships

Resilient Trust also fosters a future-oriented bond between a brand and consumers. For resilient brands, future purchase intent rises to 68% on average vs. 17% for brands with merely equal trust, underscoring the link between trust and loyalty.

It’s also important to recognize that while the typical brand may only build Resilient Trust with about 30% of their shoppers, there are many brands – across a wide variety of categories – that almost double that.

Examples of high-resilience brands include Dyson (air purifiers), Rapala (fishing lures), and Garmin (GPS), with resilience scores nearly double the category average. Strong levels of Resilient Trust can span a diverse range of brands, from heritage brands like Kraft (peanut butter) and Barbie (dolls) to innovation-driven brands like Hill’s Science Diet (premium cat food). Even in competitive categories like exterior paint, Behr can achieve strong levels of resilience. But how do they do this?

High-Resilience Brands build trust as outlined in the BrandSpark Hierarchy of Trust

Based on our findings, building trust – and layering on resilience – follows a hierarchy. At the base, brands provide Value through fair pricing and quality, addressing essential needs and establishing foundational trust. Reassurance follows, with reliable customer support,
consistency and issue resolution ensuring consumers feel secure.
At higher levels, trust becomes aspirational. Brands that Enhance through innovation or heritage stand out, while those that Align with consumer values, integrate into consumers’ identities, fostering deeper loyalty. While these higher levels are often critical to building resilience, they only really work to drive business results if the foundation trust elements are strong.

The Path Forward: Combining Financial and Emotional Strengths for Future Growth

Our findings are clear: achieving Resilient Trust status directly enhances financial metrics. Key strategies for brands include striving to be “more trusted” not just trusted, consistently delivering on the core trust element of VALUE, and enhancing trust through aspirational drivers such as innovation, heritage, or value alignment. By focusing on these areas in the right order, brands can not only earn trust but strengthen it, creating a foundation that is resilient through market shifts and can fuel future growth.

© Copyright 2024 BrandSpark International Inc. All Rights Reserved. BrandSpark is a registered trademark. All information presented is proprietary and no part may be used or reproduced, in whole or in part, by any means without permission. Any reference to the information, BrandSpark research, studies or survey results, or any charts or graphs extracted from this document must be accompanied by a statement identifying BrandSpark International as the publisher.

Scott Boyer is the EVP and partner at BrandSpark International / Reach out to Scott by email at: sboyer@brandspark.com

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The State of the Pitch Survey

Last year, our partners at TrinityP3 in Australia pioneered a survey to capture much-needed data on the state of the pitch landscape to help the industry understand the good, the bad, and the ugly of pitching across Australia. The information gathered is now a starting point for an industry discussion around pitching based on actual data rather than hearsay.
Today, we are joining forces with Campaign to launch the State of the Pitch survey here in Canada. The 2024 survey is hosted by Campaign Canada, and you can find the link to the survey here. Campaign has also published this article to explain what we hope to achieve and why we feel it is so important, as well as some industry commentary.

It’s important to note that this survey is an agency initiative, and advertisers are not required to fill in the surveys themselves. However, it would be incredibly helpful if advertisers encouraged their agencies involved in pitches to participate.

Survey Participation and Objectives

We are asking every agency that participates in any pitch – irrespective of winning or losing – to complete the survey. The link can be used as many times as needed – one for each pitch. Because pitches are typically confidential, we’re not mandating any information that can be linked back to a particular advertiser, agency, or pitch. Likewise, details of any single survey response will never be revealed.

This is not about who won or lost; it is about how well those pitches were managed.

The survey will enable us (hopefully on an annual basis) to report on trends in pitch behavior and to start a meaningful dialogue with brands about improving the process for everyone in Canada.

Sampling will commence from September 21, 2024, but any pitch you have participated in since January 2024 can be included. Campaign’s global team of data analysts will then work to process the findings, producing a full, anonymized report in Spring 2025.

Building a Comprehensive Picture of Pitching

In short, every pitch agencies participate in moving forward can now be included – no matter how big or small. Each and every contribution made will add to and inform a rich view of the state of pitching with which we hope to effect a positive change.
Our goal is to hold up a mirror to the industry that will inform – and hopefully transform – pitch processes based on agency input. It will start conversations between clients, agencies and consultants on what constitutes good pitching and what doesn’t. This is an opportunity to help our industry get it right and eliminate the practices that drive us all crazy.

Thank you in anticipation. Collectively, let’s bring a more informed discussion to the State of the Pitch to Canada.

Stephan Argent is Founder and Principal at Listenmore Inc offering confidential advisory to marketers looking for truly independent insight and advice they can’t find anywhere else. Read more like this on the blog Marketing Unscrewed / follow Stephan on X @StephanArgent.

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Cricket is a chance to reach multicultural audiences

As a global game with a fan base surpassed only by soccer, Cricket has roots firmly planted in nations across the South Asian subcontinent, Commonwealth countries, and the Caribbean.
This sport really holds a place in the hearts of South Asian and Afro-Caribbean communities like what hockey represents to mainstream Canada. In fact, over 3 million Canadians identify as cricket fans, with 44% of them being People of Colour and 36% identifying as South Asian.
Cricket fans in Canada often wave two flags, representing their dual identity both their new and ancestral homes.
Positioning in the cricket market allows brands to think outside the box and offers an alternative to traditional sports sponsorship like hockey, soccer, and tennis and enable them to engage with new multicultural audience on a global scale.

Becoming a Cricket sponsor: a brand-new visibility opportunity

Brands can benefit from a visibility never reached before by being featured in Cricket events far beyond those traditionally used in sponsorship.
Cricket International tournaments such as the One Day International and Twenty20 Cricket World Cups, are marquee events that draw significant viewership.
For example, the India-Pakistan match is historically the most viewed cricket match annually and the International Cricket Council is expecting record viewership and attendance numbers for this summer’s India v Pakistan match in New York City. As said above, the Cricket World Cup is being played in North America for the first time this summer and Canada has qualified for the T20 event for the first time and are grouped with India, Pakistan, Ireland, and the United States.
Brands can also take advantage of upcoming Olympic Opportunities: Cricket’s inclusion in the 2028 Los Angeles Olympics as it provides a platform for them to connect with new customers through pre-arrival benefits and international viewership, reinforcing Canada’s standing on the global stage.

Create and nurture new Brand Affinity and Community Engagement with Cricket fans

As cricket continues to grow in popularity, largely due to the rapid expansion of South Asian and Afro-Caribbean communities, brands investing in cricket have the chance to cultivate relationships that resonate deeply with these communities.
Brands can have a positive Community impact and roll out the welcome mat for new Canadians, connecting with their passion points and building lasting affinity.
Working with cricket athletes and influencers, as well as creating shoulder content and new themes, offers new inventory and fresh perspectives to reach audiences and develop community engagement.
Canadian brands can reach global engagement, from national to international scales, following the example of Coca-Cola’s investment in Canada’s national cricket team and its role as a tournament sponsor.

In a nutshell, why is Cricket a wonderful strategic opportunity for brands?

Cricket’s rising tide in Canada offers an exciting arena for brands to engage with multicultural communities, connect with new audiences, and forge meaningful partnerships. With major events like the 2024 Cricket World Cup, Major League Cricket in the United States and the 2028 Los Angeles Olympics, Cricket presents invaluable opportunities for strategic sponsorships and brand growth. By aligning themselves with cricket, brands can build affinity with new customers, create long-term relationships, and ride the momentum of a sport that is rapidly expanding across Canada and beyond.

Click here to go to our March 19, 2024 webinar page on the subject

Jason Harper is Senior Account Director for Sports and Strategic Initiatives, Ethnicity Matters
He is a seasoned Sports Business and Media Executive with a rich international portfolio in project management, corporate communications, marketing, and event management. His expertise is marked by a journey through the dynamic world of sports, particularly in the realm of cricket in Canada.
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There’s a lot packed into that sentence – so let’s break that down.

Who is the Canadian Podcast Listener?

Thirty-six percent of Canadian adults (18+) listen to podcasts monthly, according to the 2023 Canadian Podcast Listener survey. That’s 50% growth in the six years since the study began tracking reach. Listenership is spread pretty evenly across the country now, with the exception of Quebec, due to a smaller percentage of French Canadian listeners. That’s changing rapidly, too, with Francophone monthly listening growing from 17% to 28% in the last four years alone. Anglophone monthly listening now sits at 38%.
With that growth in reach has come a slightly increased mainstreaming of the Canadian listener – newer listeners tend to skew younger and less educated than more tenured listeners, and there are more Francophones. Having said that, the overall listener profile continues to reflect a young, well-educated, diverse and affluent audience.

Podcast ads are the most positively received of all major media

This year’s CPL data shows that podcasting holds a commanding lead over other media for ad receptivity – and they carry less negative baggage compared to other ad-supported media. Podcast listeners are far more likely to say they find podcast ads informative, relevant and trustworthy, for example, compared to Radio, TV, social media or online video ads. Similarly, they’re less likely to say they are repetitive or annoying.
Furthermore, more than 6-in-10 podcast listeners say they have taken an action after hearing a podcast ad – ranging from searching online to find out more, to telling their friends, to learning about a product for the first time. More than one in 10 say they have purchased a product or service as a result of hearing a podcast ad.
They’re also less likely to avoid ads on podcasts “all the time” compared to other major ad-supported media, especially when it comes to host-read ads (podcasting’s special “superpower”!) Newer listeners are even less likely to skip ads than more tenured ones.

Podcast advertising is targetable, measurable and safe for brands

There are several newer tools that are already becoming industry standards in podcasting. Programmatic advertising is now very common, allowing buyers to use traditional DSP tools to target specific audiences and demos. Brand safety services, transcriptions and curation can help assure that a podcast is a good fit for the brand. Brand lift studies and listen-through rates can help provide attention metrics to make sure the message is getting through. Attribution tracking can verify that buyers are getting a good return on their investment.

Podcasting adds incremental reach to media planning

Podcasts add between 7 and 20% potential weekly reach of Canadian adults beyond what is delivered by other media. They are especially complementary to offline media and free music streaming services.
Whenever you do your media planning, it’s worth reaching out to a podcast expert – they can partner with you to build a data-backed podcast plan to help you achieve your marketing goals!

Download a free, brief summary report of this year’s survey at canadianpodcastlistener.ca. It offers high-level information about how many Canadians listen to podcasts, their demographics including age, sex, income and education, and some insights about platforms and podcast advertising. The complete report (100+ slides) is offered by subscription only.

Jeff Ulster is co-publisher of The Canadian Podcast Listener report. He’s also a co-founder of The Podcast Exchange (TPX) and serves as the company’s Vice President. Prior to TPX, he led Ulster Media, an independent podcast consulting and production company. From 2011-2017, Jeff was the Director of Digital Talk Content for the Canadian Broadcasting Corporation (CBC).

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What is that Thing and is it useful to advertisers?

The simple answer is “of course”.

But, and it’s a huge BUT, language matters and in that difference lies just how useful it could be.

The current Broadcast/Digital Video conglomeration of sellers and buyers is a Tower of Babel debate. For some, its deliberate while others are blissfully unaware that flour and corn starch are being used interchangeably. The difference matters when your objective is cake.

Ads are not content.

Measuring ads and measuring content are two wildly different numbers. When we talk about measurement, we need to be clear which one we are talking about.

Currency and metrics.

Currency is what’s on the contract, if that number is not met, there is a make good. Metric is just a number. It can be an important number. It can be estimated or actual, future or past, precise or accurate, but it is not the terms of trade. Consider how important the cost of flour is to the success of baking a cake.

Some currencies include audience, others do not.

A rating point is % reach towards an “industry agreed upon audience” out of the universe.

Impressions are against anybody. Sometimes nobody if bot traffic isn’t filtered.

The “industry agreed upon audience” might not even be who the advertiser is interested in and then there needs to be a conversion between industry enforced currency and advertiser defined audience as a metric.

Cross platform is less than cross media.

The latter is clear, it’s all media. If we are talking about the ad, the media budget can be spent anywhere from TV to skywriting, it all works to some degree. The question is, what is deduplicated Reach across all media and why is it important?

Cross platform is a lot less clear. Is it an ad across all the media which can host it? Eg A video ad, running in digital video, on TV? What about a video ad running on a newspaper brand’s site?

What about measuring the content across the various platforms provided by one media supplier? Media vendors need to be able to see their whole audience footprint across their platforms and how their content can be monetized in each media format.

For advertisers, cross platform ad measurement is about formats and creative. Tactically, what is the reach/frequency for this message, this creative, with this talent and rights agreement. Cross media is the strategic holistic campaign with interplay of media formats, top and lower funnel, that can be tied to outcome analysis and subsequent planning.

Delivery vs forecast.

Currency needs a delivered number whereas much of the time forecasts and estimates work very well. If you bought 5, you want to know that you got 5. 6 is a bonus, 4 is a make good.

Means vs ends.

In media, getting 5 of whatever is just a means. It was never the objective. Putting a lot of effort into accurately measuring the means (the currency) helps provide clarity on the route towards achieving the outcome but the outcome metrics must be aligned and in place.

There is no cross media currency.

The media vendor can only be responsible for their own delivery. The campaign is the sum of multiple media vendors each using different currencies. It’s an aggregation of data from Numeris, Vividata, COMMB, Google, Meta, Amazon and others. The cumulative deduplicated cross media metric will never be a currency however as an advertiser focused metric, whether it’s a forecast, estimate or a delivery, it is extremely useful. The scope of outcome analysis is cross media, planning is cross media.

Walk, Run, Swim.

Innovation and movement towards one media measurement system does not necessarily enable subsequent developments. In fact, they might even impede them or simply be dead ends. Media and outcome measurement is now a fluid space for development as cloud computer, AI and machine learning are applied to data. Caveat Emptor.

As the industry discusses The Thing, we must be super clear with the language.
Innovation in media measurement without precision is not a conversation. Without precision, we cannot understand who The Thing will primarily serve.

Chris Williams is the Chief Marketing Officer of Arima, a leading data-driven marketing platform. With over 30 years of experience in the advertising industry, Chris has witnessed and shaped the evolution of digital media and communications. Chris leverages his expertise in business strategy, creative ideas, problem solving, and digital media integrity to help clients achieve their goals and grow their brands.

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In a world where diversity and inclusion are at the forefront of societal progress, Indigenous History Month (IHM) stands as a beacon to honour the stories, achievements, and resilience of Indigenous Peoples in Canada.

This annual observance, which has recently passed, is significant to Canada’s corporate landscape as it encourages recognition of Indigenous contributions, promotes cultural acknowledgement, and provides a platform for authentic engagement with Indigenous communities, aligning with the values of respect and inclusivity in business practices.

To dive deeper into how businesses can play a role in allyship, collaboration, and new opportunities, we wanted to get three different perspectives–Métis, First Nations, and Inuit.

Today we will hear from three insightful voices: Darian Kovacs (DK), Indigenous Business Leader in Marketing, Communications & PR; Ben Borne (BB), Canada’s first self-identified Indigenous certified Communication Management Professional; and Crystal Martin (CM), Facilitator and motivational speaker.

Follow along as these experts discuss the significance of Indigenous History Month, the impact of intentional brand campaigns and collaborations they’ve seen, and the opportunities for collaboration with Indigenous brands and creators year-round.

1. For those that don’t know, can you share the significance of Indigenous History Month and why it matters/why we should care?
• DK: As we continue on the long path of reconciliation, Indigenous History Month recognizes the historical contributions of Indigenous peoples from coast to coast to coast and those who are continuing to make history today. It also celebrates Indigenous cultures, prevents further loss of cultures and languages and educates non-Indigenous people accordingly.

  In a business context, it’s an opportunity to be intentional about working with Indigenous peoples, mindful about authentic representation and inclusion in marketing and advertising and endeavour towards economic reconciliation.

• BB: I am a huge fan of June – it is an intersection of all my identities. It’s both Indigenous History Month and Pride Month. This month is deeply important to me because it stirs up a sense of pride in who I am, and I want to mark that with a celebration with my friends, family and community. It’s a time when I can feel safe to invite others onto the journey of learning, understanding and action toward inclusion. It matters for that reason – it’s a time to reflect, celebrate and honour the cultural mosaic across the land.
• CM: Indigenous History Month is an important opportunity to learn about and celebrate the diverse cultures of Indigenous Peoples in Canada. It’s also a time to reflect on the legacy of colonialism and the ongoing struggles for justice and reconciliation. Indigenous History Month is also an opportunity to listen to and amplify Indigenous voices, support Indigenous-led initiatives and organizations, advocate for policy change, and educate ourselves and others about the history and ongoing impacts of colonization.
2. During 2023’s Indigenous History Month what brands and/or campaigns would you say stood out for the right reasons?
• DK: Several Indigenous brands have “joined forces” with IHM to support one another and expose each others’ brands to new audiences through a contest. While it’s not a specific ad campaign, this collaborative approach between larger, well-established brands like Cheekbone Beauty and Manitobah, alongside newer/lesser-known creators and smaller businesses, is giving them all increased exposure. I enjoy the spirit of collaboration!
• BB: Along with my communications consulting work, I am one of four managing partners in Eagle Feather News – an Indigenous-owned news publication in Saskatchewan. I am always curious to see who will place an ad and what the message will say in the June edition. With no particular brand in mind, the ones that always stand out to me are the ones who step out of the way of their messaging. They do not promote themselves but rather focus their messaging on acknowledging, celebrating and standing with Indigenous communities across the province.
3. How would you define a true ally to the Indigenous community? Examples of brands showing up in the right ways?
• DK: Large brands like Sephora are making an effort to be diverse and inclusive with Indigenous peoples and other traditionally marginalized communities. Not only are they featuring Indigenous peoples in their advertising, but they are also highlighting Indigenous-owned brands and selling them.

  I like this because it’s not performative – they are “putting their money where their mouth is,” so to speak and giving Indigenous brands the chance to increase their sales significantly.

  Sephora is sending the message that Indigenous peoples are included, welcome and embraced and that they care about contributing to Indigenous economic resiliency.

• BB: I appreciate how Federated Cooperatives Ltd. (FCL) shows up for the Indigenous communities here in Saskatchewan and across western Canada. They’ve put together an excellent opportunity through their Western Nations brand, which enables Indigenous communities to own and operate their locations, using the brand to attract customers and being supplied and supported by Co-op. This initiative also comes with community-building assistance programs and other benefits that support on-nation economic and community development. FCL recognizes that allyship isn’t just a one-month stint – rather, it’s developing long-term relationships with Indigenous communities toward building mutually beneficial outcomes.
• CM: I agree with Darian that Sephora Canada has used their platform to highlight the voices and beauty of Indigenous Peoples through their “We Belong to Something Beautiful” brand. Inuit, not just in Canada but in the circumpolar region, have felt a strong representation of Inuit from Shina Novalinga, an Inuk from Nunavik (northern Quebec) being on the cover of their magazines. Inuit from all over can see themselves authentically and unashamedly with pride and beauty through this campaign. Any Inuk from a small community in the Arctic can be whatever they wish to be.
4. Tell us about the untold/unknown opportunities that exist for working with Indigenous brands and creators all year round.
• DK: Our constantly updated list of Indigenous creators and vendors – hire Indigenous people using this resource. Research various initiatives/grants for Indigenous peoples and employment.
• BB: The biggest challenge that comes with working with Indigenous brands and creators is finding them. As Darian noted – there is a list of Indigenous creators and vendors out there that is updated frequently. That being said, I would be checking in with local Chambers of Commerce, the Canadian Council for Aboriginal Business, and even Tourism offices who will have ideas on how to do business in regions.
• CM: The process of working with Inuit businesses is quite simple. All Inuit regional organizations (Inuvialuit Regional Corporation, Nunavut Tunngavik IncMakivik Corporation, and Nunatsiavut Government) all have Inuit business registry databases that are readily accessible on their websites. Working with Inuit brands and creators is a bit more tricky in that not many are in this field, so being connected to the larger Inuit community becomes very important in identifying who those individuals are.
5. What would you like to see most as it relates to collaboration and allyship between corporate Canada and the Indigenous community?
• DK: Practical collaboration, not performative PR campaigns or endless talk. Discussion is important, but so is action.

  Corporations seeking meaningful opportunities to work with Indigenous organizations and communities who seek out Indigenous voices. Supporting social enterprise or investment opportunities that have a positive economic impact on Indigenous peoples.

• BB: Building real, meaningful connections that lead to mutually beneficial outcomes for Canadian corporations and Indigenous-owned businesses. I would like Canadian corporations to think creatively about how to extend relationships beyond an exchange of service fee – and to co-create what allyship might look like.
• CM: Many times, corporations misinterpret the difference between giving a hand-out and a hand-up. Corporate Canada has a lot to offer in shaping our economy, but that is not without free, prior and informed consent from Indigenous communities. Indigenous Peoples have always contributed to the economy in our ways. We are entrepreneurs by blood and know what works in our community; by understanding meaningful consultation processes, corporations will be on the road to being true allies and building brighter futures for all.

Indigenous History Month is a time for cultural celebration and recognition. As we look to the future, the call for practical action and authentic allyship is crucial to broaden mutually beneficial relationships between Indigenous brands and creators with Canadian corporations.

Raelyn Pearson is the Public Relations Coordinator at Jelly Digital Marketing & PR, where her passion for writing comes to life as she crafts compelling narratives and fosters strategic media communications. Her dynamic background embraces the industries of hospitality and events, sales, and marketing. She is local to the Lower Mainland of BC and loves to dance, go on nature walks, and binge-watch the latest Netflix series.

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It’s not new news that the pandemic upended every facet of consumer behavior – from travel regulations to entertainment shifts, and home DIY projects. But while society today operates in more of a post-pandemic fashion, many Canadian brands and advertisers are still coping with its impact – especially when it comes to advertising.

However, ad spending in Canada 1H 2023 said otherwise. And while the numbers may have been smaller compared to those from before the pandemic, the story is promising.

Positive story, eh?

While some Canadian marketers are experiencing a bit of a downturn in overall advertising spend, total spending actually remained relatively flat in the first half of 2023 (1H 2023). In fact, Canada ad spending was up 0.3% YoY – despite an ‘overly hot’ ad market in 2022 “post-pandemic.” And, when digging into the data, key categories drove growth.

Digital Dominated Dollars

If there’s one thing you can always count on when it comes to advertising, it’s that dollars follow consumer behavior, and, as some say, “where the eyeballs are.” Therefore, it’s not surprising we saw Digital ad spend increase significantly within the first half of 2023.

Overall, Digital media grew by 7% YoY. And as consumers continue to shift their focus towards long-form video and streaming, we saw Linear TV spending decline by 10% while OTT Video skyrocketed by a whopping 74% YoY. Worth noting, podcasts are still popular – boasting a 21% increase in the first half of 2023 compared to the year prior.

Out of Home Drove Up North

Speaking of eyeballs, many of them stayed indoors during the pandemic. I remember it quite clearly: the restrictions, lockdowns, stay-at-home advisories, and airport/travel limitations. This resulted in a hard hit to OOH, but we’ve since seen it spike as those limitations lifted – impressive growth for the category so far this year. In first half 2023, OOH showed double digit growth – up 14% YoY. While these numbers are still far from pre-pandemic levels, (down 35% compared to H1 of 2019), growth continues for the medium in a sign of sustainable strength.

Investing in Ourselves Catapulted Category Spend

As many stayed indoors, they turned to home improvement projects to pass the time while prioritizing personal care – both trends which have withstood pre-/post-pandemic shifts in consumer behavior. This resulted in a whopping 95% increase in ad spending within the Home Improvement and Gardening category and nearly doubling their ad spend in 2022. Despite soaring interest rates and the high cost of homes in Canada, the Real Estate category saw the same doubling of ad spending, up 102% vs. 2022. And in the first 6 months of 2023, we also saw a near $36 Million in incremental ad spending in the Personal Care categories (Hygiene, Skin Care, Makeup, Hair Care, etc) – a 15% increase in investment from the year prior in an already-major category of advertising.

It’s clear brands continue to capitalize on the opportunity to reach consumers passionate about these product categories post-pandemic. But where are they spending, you ask? Let us not forget where ad dollars flow. Yes, these categories are investing in Digital and OOH, both up 38% and 23% respectively, but they’re also investing in broadcast with TV up 3% and Radio up 68%. Within Digital, long-form video “OTT” was up 89%, Audio spend was up 171%, short-form video “OLV” up 29%, Display ad formats up 30%, and Search up 27%.

It’s important to highlight simultaneously that, Pharmaceuticals are driving ad spend growth in Canada with overall spend up 24% YoY, and first-time, new investment into areas like Programmatic DOOH and Podcasts. While Pharmaceuticals spending in Video ad formats isn’t new, it catapulted Display to the top spot with an incremental volume of $12.5 Million in spending in the first 6 months of 2023.

While it’s clear we are still feeling the effects of the pandemic, society has adjusted to a new normal – and that’s exactly what’s taking place today in advertising spend. Looking back on the past two years in comparison to today, advertising is bouncing back. Things have and will continue to return to “normal.”

The post Glass Half Full: Despite Popular Belief, Canada Ad Spending is On the Rise appeared first on Association of Canadian Advertisers.

The business world has been evolving since the last decade, and the significant shift is the impetus toward digital marketing.

A company’s image or “brand reputation” does not depend only on the quality of its products. Nowadays, its visibility on the internet is equally important. This visibility can come from content marketing on the internet. Think of it as directly reaching out to the customer base. In this blog, we will discuss what SEO is, its types, and its role in marketing.

Why is SEO so important for Internet Marketing?

A business has various options to reach out to its target audience besides its website. But SEO is one business strategy that you can find common in all these interactions.

Search Engine Optimization is a digital marketing strategy that helps companies reach customers. It also helps let the company know what customers are looking for. It does this by targeting specific words or phrases referred to as keywords by digital marketers. These keywords are chosen based on the search volume and relevance to the company’s products or services.

After that, all content the company publishes online is written around these keywords. It makes sure that these contents are the ones that are shown on the internet whenever a potential customer types in the relevant keywords. It is what digital marketers mean by optimization of the website. Search Engine Optimization takes the cake in determining the website’s online visibility and driving up traffic.

Types of SEO in Internet Marketing

Now that you have understood the overarching principle of SEO let us also discuss the “four pillars” of SEO that this principle rests on top of.

• On-Page SEO
• Off-Page SEO
• Technical SEO
• Content

On-Page SEO

It refers to the optimization activity on your website. Here, you focus more on product descriptions and answering customer queries. If you have a robust business website, it will indeed receive a lot of traffic and help in your online ranking.

Off-Page SEO

This optimization takes place on other websites, like blogs, social media, etc. So, ensure to provide a link to your website when posting on other websites. It helps to boost your website’s ranking in the long run. By hiring SEO expertise, you can ensure the organic growth of your brand with higher ROI.

Technical SEO

Technical SEO focuses more on search engine crawlers that index your website based on this optimization. Whenever relevant keywords are used in a search on the internet, these search engine crawlers will put your website at the top.

Content

Content is the most important SEO strategy out there. It includes blog posts, articles, guides, videos, etc. You can put many keywords within your content to influence the ranking of your website.

Role of SEO in Internet Marketing

By now, you must have realized the importance of SEO for your business and website. So, let us also look at SEO’s role in digital marketing.

1. Increased Traffic: SEO helps businesses rank higher in search engine results pages, which drives more website traffic.
2. Better User Experience: A user does not need to sift through multiple web pages before they can find the relevant information. By optimizing the website, businesses can improve the user experience and motivate users to keep visiting the website.
3. Brand Awareness: By ranking higher in search engine results, businesses can improve their brand awareness and visibility.
4. Promotes Sales: Whenever someone goes online to buy something and they visit your website, there is a chance that they might buy from you. Thus, visibility through SEO is also crucial for driving up sales.
5. Enhances Page Loading Speed: Your SEO efforts will also ensure that each web page is appropriately optimized. It will ensure that they load faster, which is vital if visitors do not want to skip over your website.

Conclusion

The present scenario demands that businesses have a strong online presence. It is to ensure that they remain competitive. Properly investing in SEO will give your business an edge over countless others. We hope that by understanding the different types of SEO and their role in digital marketing, you can improve your online visibility and attract more relevant traffic to your website.

Prerna Raturi, Writer

The post Role of SEO in Internet Marketing: Everything You Need to Know appeared first on Association of Canadian Advertisers.