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Canadian millennials are more active in sharing on social networks, and engage more with content shared on their networks than the average population, according to research by Olive Media. The Canadian Millennial Research Study showed that sharing activity reflects an engagement with brands, and a direct connection to purchase activity. The study tracked online data from 6.7 million IP addresses, or 95% of 18-to-34 year-old’s in Canada. Canadians millennials are three times more likely to share content with their social networks than the average, and they are more influenced by their peers since they are two times more likely to click back on content shared by others in their network, according to the study. Millennial sharing is also more diverse across platforms, with Facebook comprising 62%, Twitter 23% and Reddit 4%. That’s compared with the general population, where sharing largely takes place on on Facebook (81%). Millennials also share much more on-the-go, ...

Radio’s share of local auto dollars to remain above 10%: report. The average auto dealer will spend more than $640,000 on local advertising this year, according to a new report from BIA/Kelsey. Combined with what the carmakers will spend in the local market, it projects $11.3 billion will be spent on local media across all automotive sectors — or more than one out every 10 dollars spent in local advertising . While more dollars are shifting to digital and mobile, the vast majority of automotive ad budgets are earmarked for traditional media. BIA/Kelsey forecasts 77% will go to tried-and-true advertising outlets this year. Radio’s share is estimated at 11.6% for 2015, slipping a point to 10.6% by 2019. “Radio is still an important part of an advertising mix and even as the average quarter hour numbers decrease a little bit, radio still reaches a very sizable portion of Americans,” BIA/Kelsey chief economist Mark Fratrik says. “If you have a local auto dealer with a 72 hour sale thi...

Mondelez used Facebook to Market Stanley Cup Oreo The brand explains why social media and TV ads go together like milk and cookies Russ Martin January 14, 2015 Last winter, Mondelez was looking for ways to maximize its corporate sponsorship of the NHL. It had invested in hockey because of the sport’s cultural relevance in Canada and decided to pair it with one of its most culturally relevant products: the Oreo. The result was the Stanley Cup Oreo, a cookie with the image of the cup etched into it that was available from March through the end of April last year. (It will be available again this spring.) Last week Mondelez released a case study in partnership with Facebook to show how it used the platform to promote the limited edition cookie during the playoffs. Here’s a look at the study. The brief: After doing Facebook ads on a small scale in 2013 and seeing great impact, Oreo decided to blow up the program for 2014. “When we looked into how to best reach our...

And which big brands are using the site to find out what the cool kids are doing Murad Hemmadi for Canadian Business January 12, 2015 It’s a little after 9 a.m. on the Friday before Thanksgiving, and Jeremy Gutsche is holding court in his Toronto office, talking about cupcakes. Bacon-flavoured cupcakes, to be specific, and how restaurants can use them to generate interest in their brands. The meaty-sweet treats are among the thousands of wacky ideas, products and fads catalogued on Trend Hunter , the website Gutsche launched in 2006. At 36, Gutsche is quoted regularly as an expert on such topics by the likes of CNN, the Guardian and the Globe and Mail . He’s the author of two books, including the forthcoming Better and Faster . His first, Exploiting Chaos , was named one of the Best Books for Business Owners by Inc. magazine. “I like to say it’s half pictures, so you know it’s good!” he quips, fanning the pages to demonstrate. On this day, Gutsche has just returned f...