Thursday, July 24, 2014

Pattison Outdoor News


Pattison enables its digital signs to change with the weather by Val Maloney

Pattison Outdoor Advertising has announced the addition of its SmartAd advertising engine to the company’s outdoor digital faces across Canada, allowing clients to update signs in real-time.

The technology had already been in place on Pattison’s indoor signage, with the tech being added to the outdoor digital faces across Canada this summer. Ian Gadsby, VP of digital technology at Pattison, tells MiC the new tool allows clients to either pre-plan changes to messaging that will go live based on variables like temperature or a connected social media feed, or to update the signage in real-time through the OOH company’s CMS.

He says clients are already using the technology, with Coca-Cola currently running a campaign that only displays Minute Maid ads when the weather is hot. Gadsby adds that the tech was first developed by OneStop Media, which Pattison acquired in 2011.

Costs around using the technology are slightly higher than standard ads due to production charges, according to a Pattison representative.

Gadsby says the addition of the tool to the company’s OOH digital signs means clients can dynamically change ad messaging across the board now, with indoor and outdoor signage switching at the same time. In total the company operates 2,707 digital indoor and outdoor signs across Canada.

Friday, June 27, 2014

TSN takes pride in its CFL product


Regina Leader-Post
Friday, June 27, 2014

By: Greg Harder

 

 

TSN has about 40 million reasons to embrace its role in the heightened profile of the CFL.

The league signed a fiveyear contract extension last spring which officially kicks in this season, securing TSN as its exclusive television partner through 2018.

 

The landmark deal, valued at approximately $40 million per season, has been called a game changer for the budget conscious CFL - tangible affirmation of its increased value within the Canadian sports landscape.

 

The new contract is believed to be worth almost three times more than the previous deal, an investment which means that TSN's commitment to the CFL is stronger than ever.

That said, it doesn't mean the network is planning to stray from its tried-and-true

formula.

 

As the old saying goes, if it ain't broke, don't fix.

 

"We don't feel pressure to up our game," said Mark Milliere, TSN's senior vicepresident of production. "We're very proud of the work we've done on it. More than anything you feel that extra sense of ownership. It's Year 1 of an exclusive arrangement and you want to keep building on all the momentum you put behind it and keep growing it. That's not pressure, it's more excitement."

 

TSN and the CFL entered into their first exclusive television agreement in 2008, ending the league's 55-year relationship with CBC.

 

The move was followed by a steady ratings upswing - in conjunction with a period of unprecedented growth for the league - which validated the network's faith in the product, not to mention its investment.

 

"It's a huge source of pride," offered Milliere, TSN's second in command. "Everyone at TSN feels they've had a hand in that. The CFL is a great product. To see where the momentum is at, where it's building, to see the new stadiums coming on board, to see the job that (commissioner) Mark (Cohon) and his team have done in terms of building the league and working together with them, it's very rewarding."

 

Although the CFL's lucrative deal with TSN was regarded as being good for the league, it also provided some ammunition for the players heading into negotiations this spring for a new collective bargaining agreement. After several weeks of posturing and on-again, offagain talks, the sides came to an agreement in the midst of training camps, ending the threat of a strike and ensuring the season would begin as scheduled.

 

"You look at it and go, 'That's just the byproduct of a successful league,' " noted Milliere. "When a league starts getting that momentum and that success, everyone wants their slice. It's just like other leagues. They all go through it. There's obviously angst that goes with that when you're the broadcaster, hoping it all gets resolved. You don't want to break stride. Thankfully they got it resolved."

 

TSN was recently involved in a strenuous negotiation of its own when the network was outbid by rival Sportsnet for the national rights to NHL hockey.

 

Despite that setback, Milliere said the network is going full steam ahead with its remaining stable of sports properties, including the CFL.

 

"We still have a ton of hockey to produce," he said. "I'll produce as many hockey games or more this regular season than I did last year (due in part to the acquisition of regional broadcasts). The NHL is still a huge part of TSN.

 

"The CFL has always been a priority for us because of its exclusive arrangement. That is unique, like our Hockey Canada arrangement. I don't know if anything changes. We feel a tremendous amount of ownership - a tremendous amount of pride - in terms of the growth of the league. We just want to keep going with that momentum."

Friday, June 13, 2014

Friends and family still top influencers: Veritas study


 
June 10, 2014

Family and friends are still the number one influence on decision-making, according to a new study by Veritas Communications.

The Veritas Canadian Influencer Study found that family (70%), friends (67%) and trusted experts (34%) have the greatest influence on female consumers’ decisions to try a new product or service.

“When marketers think of tapping into influencers, they automatically think of media and social media, and that makes sense because they do have a lot of influence,” said Krista Webster, president and partner at MDC-owned Veritas Communications. “But marketers have forgotten the lost art of tapping into family and friends.”

Webster added that there’s a big opportunity for smart brands to recognize the power of word of mouth. “It’s authentic, it takes time and you have to nurture it,” she said. “For many marketers, things have to happen immediately. But true staying power and true loyalty comes from allowing things happen in their own time… This is the slow movement for earned media.”

Overall, bloggers continue to grow in influence among women, who cite a blogger recommendation as an important trigger to trying a new product or service for the first time (22%). “The voice is authentic [in blogs]. It’s like a friend,” said Webster.

The study also found that trust in new channels is on the rise. While conversations with family and friends tops the list of most-trusted channels for women sourcing information about a product or service (65%), the gap between traditional and new media is closing. The most-used channels for finding information about a new product or service include traditional media (41%), online media (37%) and advertising (30%).

“The trust of influencers in [a female consumer’s] circle is very high and she does not discern between online and offline anymore,” said Webster. “The authenticity of that voice is more important to her than ever.”

In addition, women are more likely to source information from social and digital channels where friends, family or trusted sources post information, including social networks (38% versus 31% national average), online communities (27% versus 25%) blogs (26% versus 19%) or branded apps/tools (22% versus 19%).

Other findings in the survey:

·39% of female respondents consider themselves to be influencers—by more often acting as an influencer than one who is influenced.

·37% of female respondents said people often ask their opinion about what products or services they should consider buying or using.

·48% of female respondents said they actively share news on new products or events with others.

·74% of female respondents have switched from at least one preferred brand in the past year.

·73% said they plan to change preferred brands in the coming year.

·The sectors most frequently cited by female brand switchers are: automotive (39%); online video/gaming (39%); travel service or hotel (38%); alcoholic beverage (34%) and media/entertainment (34%).

·Female consumers are likely to seek out 2.7 sources of information before making a decision on using a new brand or service.

The study of 500 adult Canadians (both men and women) was commissioned by Veritas and conducted by Northstar, an MDC Partners market research and consulting firm.

#MillennialTalk: Marketing to the Me Generation


While the Millennial generation indeed founded the social media movement, their interests, backgrounds and aspirations span well beyond what’s listed on their Facebook pages. This generation’s digital tendencies, however, mean that marketers and brands need to step up their games in order to keep up and engage with them. Adding to the challenge is the need for diversity with a greater portion of millennials belonging to a multicultural group – redefining mainstream. 
And these 18 to 34 year-olds are worth the effort. Why? Because they are 9 million strong in Canada — on par with Baby Boomers — and make up 26 percent of the country’s population. And while many are still climbing the income ladder, this group’s size and age range highlight its long-term purchase power. Carman Allison, VP Consumer Insights Canada at Nielsen, takes a look into the trends surrounding this changing generation—including purchasing habits, consumption patterns, media choices and more.

Wednesday, May 28, 2014

Radio Marketers - Summers Biggest Marketers in 2013


US Marketers pull the pop-top on summertime ad campaigns. Thanks to its mobility, radio has long been the soundtrack to summer, attracting advertisers seeking on-the-go consumers. Despite all the new media options, for many marketers that remains just as true today as it has been in the past. Budweiser and Bud Light have traditionally been big summertime radio users and this year the flagship brand will wrap itself in the flag with a patriotic-themed campaign to help raise money for military families. Regional advertisers are taking a similar tactic. Blue Bell Creameries is using radio to help promote its Red, White and Blue Bell ice cream. And then there’s the Mexican fast food restaurant chain Qboda, which says it’ll be on radio this summer hyping its seasonal menu items like the Mango Mojo Burrito and the Mango Mojo Salad. CFO Jerry Rebel told investors this month that Qboda flies under the radar as it puts “a lot” of its marketing dollars into radio and outdoor — and there have been “some increases” in those budgets as the restaurant chain has launched new products. Something a bit healthier will be the focus of radio ads by Jamba Juice. Starting next week it will race to market an expanded line of fresh-squeezed juices to 500 stores — six months ahead of schedule. Jamba says to reach customers this summer it’ll rely on radio and social media. The National Association of Convenience Stores is forecasting sales to jump 8% to 10% this summer, returning to pre-recession levels as Americans cooped up all winter hit the highway. The trade group says consumers in the Midwest are most likely to spend more money this summer. And Americans are expected to average more than two summer vacation trips of at least two nights away from home, with the bulk of the travel occurring by car. With that as a backdrop, some travel-related advertisers are hitting the radio airwaves, like the upscale Coral Gables, FL resort The Biltmore. It is buying time on English- and Spanish-language stations in Florida as part of its first ad campaign in a decade. Also planning radio spending are state tourism offices in New York, Michigan, and northern Ohio’s Lake Erie Shores & Islands campaign, among others, with cities such as Milwaukee, New York City, and Roanoke, VA also launching their own radio ad blitzes.

Monday, May 5, 2014

Season Advertising - Gets a late start


Like spring flowers, seasonal advertising is arriving later this year. How warm does it need to be in your market for someone to buy a pair of shorts? Or crave a Frappuccino at Starbucks? The answer varies in different parts of the country, and for a wide portion of the country a harsh winter led to a cool spring. The result is not unlike what’s going on with flowers in many gardens: spring advertising is tracking later than a year ago. “It varies, depending on what part of country you live in, but it does seem like we’re looking at a four-to-six week delay in some places,” says John Acello, a radio veteran who is now a vice president at Planalytics, a firm that works with marketers on fine-tuning their weather-related advertising strategies. “We help companies manage the weather and use it to their advantage when they can,” he explains. But there’s been a shortage of management necessary during the past year. While half the country learned what a polar vortex is, the other half has seen record wintertime drought. “For the last year it seems like the weather is the news no matter where you go and it’s really having an impact on the economy in a lot of profound ways,” Acello says. Radio managers in several markets say they haven’t so far seen the sort of spring-time blossoming in certain ad categories the industry has grown accustomed to. Media Monitors data shows ad volume from springtime advertisers like Scott’s and Allegra lags last year.

Thursday, May 1, 2014

Digital ads hit-or-miss target - By Product Category


Digital ads hit-or-miss target, depending on product category: comScore. “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” That famous line by department store owner John Wanamaker may need an update in the digital age. An analysis of several product categories shows an average two-thirds (66%) of digital advertising misses its target. Some ad categories are more likely than others to miss their target. Only 42% of retail ads reach the intended target and just 41% of consumer product ads reach hit the bulls eye. It’s 50-50 for auto ads, comScore finds. “Achieving 100% in-target delivery isn’t necessarily realistic and it isn’t always feasible,” comScore senior director of product marketing and ad effectiveness Andrea Vollman said last week during a webinar. “As the target narrows, the likelihood of hitting that target also becomes smaller.” ComScore analysis found that when an advertiser had a broad target, like adults 18+, the ads hit the target 88% of the time. But when it’s narrowed down to a 35-44 demo, just 42% of ads reach the target. Yet advertisers still pour billions of dollars into website advertising. The biggest display advertiser during the first quarter was AT&T, which comScore says had 21.2 billon impressions on desktops. Intuit’s TurboTax was also a big spender, ranking fourth with a total of 8.8 billion impressions. Three of the top 10 were automakers: No. 5 Nissan, No. 9 Fiat and No. 10 Toyota. “These advertisers in the auto space understand that their customers are increasingly turning to the internet during the buying process to research their options, compare across manufacturers and compare different pricing,” Vollman said. Other big spenders included Microsoft, Verizon, Amazon, and SoftBank.