IAB Canada http://iabcanada.com Digital Marketing Education, Research, Advocacy, Networking, and Best Practices for the Digital Marketing Industry Tue, 06 Oct 2015 13:58:29 +0000 en-US hourly 1 http://wordpress.org/?v=3.5.1 IAB Canada Adds New Courses this Fall – A New Standard in Education http://iabcanada.com/iab-canada-adds-new-courses-this-fall-a-new-standard-in-education/?utm_source=rss&utm_medium=rss&utm_campaign=iab-canada-adds-new-courses-this-fall-a-new-standard-in-education http://iabcanada.com/iab-canada-adds-new-courses-this-fall-a-new-standard-in-education/#comments Tue, 15 Sep 2015 18:47:14 +0000 Sonia Carreno http://iabcanada.com/?p=9111 IAB Canada is thrilled to announce the launch of its new training format with the introduction of two new courses coming this fall. Advanced Programmatic for Buyers and Sellers and Data to Insights will be offered in late October/early November of this year.

The exciting new format include hands-on experiences with thought leaders participating to help drive home the application of theories discussed and platforms explored.

This is our first move towards improving the general standard of Interactive Media and Marketing education in Canada.

The courses will be piloting in Toronto with plans to roll across Canada in 2016.

These two courses address the most pressing demands across the industry and we look forward to expanding across broader topic areas in the coming months.

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New CASL Guidelines Released http://iabcanada.com/new-casl-guidelines-released/?utm_source=rss&utm_medium=rss&utm_campaign=new-casl-guidelines-released http://iabcanada.com/new-casl-guidelines-released/#comments Wed, 09 Sep 2015 15:41:20 +0000 Sonia Carreno http://iabcanada.com/?p=9073 Canadian Radio-Television and Telecommunications Commission (CRTC) has just released new Guidance on the use of implied consent under Canada’s Anti-Spam Legislation (CASL).

Under CASL, consent (either express or implied) is required to send commercial electronic messages, subject to limited exceptions.

IAB Canada strongly recommends reviewing these new guidelines as the document is quite robust and includes direction on:

  • The difference between express and implied consent
  • When an existing business relationship can be used as implied consent
  • How organizations can improve consent
  • What records should be kept for the purposes of CASL

For companies involved in the professional training services sector, an Enforcement Advisory was also released by the CRTC reminding companies of their obligations under CASL.

Penalties under CASL are potentially severe and the CRTC has issued heavy fines to date.  IAB Canada members are encouraged to ensure that they have taken the necessary steps to ensure compliance with CASL, including:

  • Implementing a CASL compliance program
  • Obtaining consent for the sending of any commercial electronic messages
  • Ensuring that each electronic message sent includes the prescribed contact information and unsubscribe mechanism
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Did you miss the Year of Mobile? http://iabcanada.com/did-you-miss-the-year-of-mobile/?utm_source=rss&utm_medium=rss&utm_campaign=did-you-miss-the-year-of-mobile http://iabcanada.com/did-you-miss-the-year-of-mobile/#comments Thu, 23 Jul 2015 02:47:55 +0000 Sonia Carreno http://iabcanada.com/?p=8966 2014 was the year for Mobile according to the 2014/15 IAB Canada Revenue Survey released in June 2015. With a 111% growth rate in 2014, it’s more important than ever to take mobile seriously and invest in optimized user experiences. It’s not too late to tighten the strategy and get going. The platform continues to be poised for significant growth in 2015 and beyond. ]]> http://iabcanada.com/did-you-miss-the-year-of-mobile/feed/ 0 The Business of Digital – Chapter One – The Currency of Talent http://iabcanada.com/the-business-of-digital-chapter-one-the-currency-of-talent/?utm_source=rss&utm_medium=rss&utm_campaign=the-business-of-digital-chapter-one-the-currency-of-talent http://iabcanada.com/the-business-of-digital-chapter-one-the-currency-of-talent/#comments Wed, 15 Jul 2015 19:51:31 +0000 Stone Canoe http://iabcanada.com/?p=8924 Email_Header_v1_2IAB Canada kicked off its new Seminar Series last week entitled “The Business of Digital”. The series is designed to take deep dives into challenges and opportunities that exist within the Canadian digital landscape. The focused and more intimate approach was introduced to inspire meaningful discussions and to galvanize collaboration as an industry. The first chapter, The Currency of Talent, addressed the struggle the industry is currently facing with attracting and retaining increasingly scarce talent in Canada. The event was extremely stimulating and insightful. Some of the best presentations of the day are now available on IAB Canada’s Slideshare.

Chapter Two will be announced shortly and we’re looking forward to seeing you there!


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IAB Canada Releases Best Practices to Eliminate Non-Human Traffic Inventory Sources http://iabcanada.com/iab-canada-releases-best-practices-to-eliminate-non-human-traffic-inventory-sources/?utm_source=rss&utm_medium=rss&utm_campaign=iab-canada-releases-best-practices-to-eliminate-non-human-traffic-inventory-sources http://iabcanada.com/iab-canada-releases-best-practices-to-eliminate-non-human-traffic-inventory-sources/#comments Fri, 12 Jun 2015 19:30:41 +0000 Stone Canoe http://iabcanada.com/?p=8798 At the end of 2014, IAB Canada put together a task force and asked them to examine the issues surrounding the growing problem of non-human traffic in the digital advertising ecosystem, and work to find possible solutions. Now, we’re ready to share what they found.

Andrew Casale (Index Exchange), Matt Thornton (Google), Nancy McConnell (Bell Media) and Julie Ford (IAB Canada) discovered that a key strategy in eradicating (or at the very least, curbing) bot traffic is through industry education – we must learn how to fight back against this fraud at a more detailed level. Spotlighting this issue, especially the tactics behind it, will force bot suppliers out from the shadows and diminish their ability to continue profiting from their actions. Ultimately, our hope is this effort and others like it will help diminish non-human traffic across the entire ecosystem.

Whether you’re a buyer or a seller, make sure you read the Best Practices to Eliminate Non-Human Traffic Inventory Sources today for a roadmap that will help you navigate this issue and come out on top.

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HTML5 Creative Contest: We Have a Winner! http://iabcanada.com/html5-creative-contest-we-have-a-winner/?utm_source=rss&utm_medium=rss&utm_campaign=html5-creative-contest-we-have-a-winner http://iabcanada.com/html5-creative-contest-we-have-a-winner/#comments Thu, 21 May 2015 13:58:45 +0000 Stone Canoe http://iabcanada.com/?p=8611 Last month, IAB Canada sponsored a contest to showcase the most innovative cross-device advertising campaigns created using HTML5. We’re happy to announce Jawad Shahid, Lead Digital Producer and Matt Mazierski, Lead Digital Developer of MediaNet submitted the winning entry!

In their own words, here is the story behind their submission:

“My goal was to create a mobile and desktop campaign that would work for our company, MediaNet, in order to showcase advertising products offered to an audience that may or may not be versed in online media. The challenge was to make display advertising options exciting and easy to understand, in order to appeal to every day B2B consumers. I also wanted to make this campaign stand out in our industry, where plain icons are often used to illustrate devices and ad options. To achieve this, I used a food/restaurant theme for visual interest, while playing with images, animations, and video to make the ads interesting and interactive. I feel I have successfully created a multi-screen campaign that really pushes the boundaries of what is possible with HTML5 while remaining respectful of IAB Standards.”

View their HTML5 ads built using Google Web Designer:

Mobile Expandable
(To mimic the mobile “swipe” motion, please click & drag with your mouse)

Thanks to their amazing work they won two tickets to C2 Montreal, a three-day event that brings together visionaries and forward-thinkers from around the world to explore the relationship between commerce and creativity.

Congratulations, Jawad and Matt!

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IAB Canada Announces New President http://iabcanada.com/iab-canada-announces-new-president/?utm_source=rss&utm_medium=rss&utm_campaign=iab-canada-announces-new-president http://iabcanada.com/iab-canada-announces-new-president/#comments Tue, 21 Apr 2015 15:48:23 +0000 Stone Canoe http://iabcanada.com/?p=8482 president-headshotSonia Carreno to lead Interactive Advertising Bureau of Canada into exciting new chapter

The Interactive Advertising Bureau of Canada (IAB Canada) announced today that Sonia Carreno will be joining as President to lead the association as it embarks on a new, broader mandate to support and celebrate digital and interactive advertising in Canada.

“We set out to find someone with experiences that mirrored our membership, a proven track record of thought leadership, deep digital acumen and a passion for leading,” said Joe Strolz, Chairman of the Board, IAB Canada, and General Manager, AOL Canada. “Sonia brings all of this to the table and more, making her the perfect choice to lead the new IAB, and drive its mission to enable the media and marketing industries to thrive in the digital economy.”

With more than 15 years of integrated leadership experience including strategic brand and media planning, business relationship management, consulting, paid and organic search engine marketing and cross-media marketing, Carreno has a reputation for being an innovator in the field.

Barbara Smith, who has expertly led the organization through its leadership change, will now oversee the transition.

As the only organization fully-dedicated to the development and promotion of digital and interactive advertising in Canada, IAB Canada conducts original research, promotes standards and best practices, assists the industry in attracting, training and motivating professionals, hosts networking events, and acts as an advocate for the industry with the Canadian government.

With its mission to enable the marketing and media industries to thrive in the digital economy, IAB Canada will focus on three key pillars:

  • Securing the digital supply chain – tackling fraud
  • Making sense of measurement
  • Advocacy – representing the interests of the industry to government

“I am honoured to lead IAB Canada into this next chapter, as we focus on the many critical issues and opportunities in our industry. It is truly an exciting time for online advertising in Canada,” said Carreno. “I’ve watched IAB Canada represent this industry for over 15 years as it consistently delivered on its mission of providing education, research, guidelines, advocacy and exceptional events. I’m looking forward to continuing this tradition while helping to drive innovation with the same passion and enthusiasm its entire membership shares for this dynamic space.”

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Programmatic Branding 101: An Idea Whose Time Has Come http://iabcanada.com/programmatic-branding-101-an-idea-whose-time-has-come/?utm_source=rss&utm_medium=rss&utm_campaign=programmatic-branding-101-an-idea-whose-time-has-come http://iabcanada.com/programmatic-branding-101-an-idea-whose-time-has-come/#comments Tue, 21 Apr 2015 14:00:20 +0000 Stone Canoe http://iabcanada.com/?p=8462 By Julian Mossanen, VP, Chango

For years, conventional wisdom said that programmatic marketing was for performance campaigns only. Brand managers who wanted to launch digital campaigns needed to stick with the direct-sales channel. But given the advances in every aspect of programmatic, that’s no longer the case.

What do brand managers need to succeed with digital campaigns? They need highly engaging messages that grab the consumer’s attention, massive scale, and the ability to measure brand impact. Television was long their favored tool since the standard 30-second spot offered ample opportunity for creativity. To saturate a market, their agencies simply sent the 30-second spots to multiple publishers. Measuring impact was a bit harder, but numerous companies will survey consumer sentiment to help with that task.

Enter programmatic branding. Need highly creative ad formats? Marketers can purchase rich-media, video and native advertising at scale programmatically. And over the past few years, we’ve seen marketers launch incredible take-over, interactive video ad, and other rich-media inventions that simply dazzle the consumer. Bottom line: Digital is now on par with TV in terms of creativity.

Scale in programmatic isn’t an issue either. More and more publishers offer premium inventory in the programmatic markets, and exclusive deals, such as those executed in private marketplaces, help brand marketers achieve the scale they need in brand-safe environments.

New standards – e.g. IAB Rising Stars, HTML5 – in ad formats have also relieved the burden of executing rich-media brand campaigns across multiple platforms, markets and regions. Gone are the days when marketers and agencies needed teams of designers to create a unit for each and every publisher.

And as we all know, TV can’t hold a candle to digital when it comes to measurement. Need to know how many people engaged with an ad? Watched a video ad in full? Shared it on Facebook? Most buy-side platforms track those metrics (and more) as standard, out-of-the-box functionality.

But programmatic isn’t just on par with TV, it exceeds it in numerous ways. For instance, marketers can target specific consumers, rather than blast the same message to every household in a particular market. And cross-device tracking leverages message sequencing to tell elaborate brand stories by tracking which consumer has seen and responded to which ads, and present the next part of the story line.

More than that, attribution modeling lets marketers measure which ads, channels, ad formats, devices, days and times of the week that drive the best results, adding significant efficiency to ad spend.

Finally, programmatic marketing offers incredible companion-ad opportunities. Let’s say a consumer clicks on a display ad for a new car model at the office. The marketer can deliver a 30-second companion as to her smart TV later on that evening, along with an interactive ad to her tablet so that she can click to view details, watch of video that features its interior, and even schedule a test drive.

Think of all the stories you’ve read in AdExchanger or DigiDay over the past year. Attribution, cross-device, programmatic TV – they all spell one thing: programmatic branding is an idea whose time has come.

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Discovering the Power of Social TV Data for Advertisers http://iabcanada.com/discovering-the-power-of-social-tv-data-for-advertisers/?utm_source=rss&utm_medium=rss&utm_campaign=discovering-the-power-of-social-tv-data-for-advertisers http://iabcanada.com/discovering-the-power-of-social-tv-data-for-advertisers/#comments Wed, 15 Apr 2015 14:23:31 +0000 Stone Canoe http://iabcanada.com/?p=8444 By Pablo Gerstenfeld, Director of Research & Analytics, Seevibes

Most Canadians share their points of views and interests daily on various social networks – over 20 million Canadians hold active accounts on Facebook and 7 million Tweets.

As Seevibes crunches big data from social television over the past 4 years, we can conclude that at least 35% of Canadian Facebook users have engaged around TV related content and 65% are on Twitter. At the same time, 18% of Canadians engage with brands on Facebook and 21% on Twitter. This represents a valuable opportunity for companies to gain a better understanding of existing clients and to attract new customers to their brand.

While most of this data is public & accessible, there are tough challenges due to the vast amount of interactions generated every day.

Harvesting pertinent data

Traffic on social media sites is so large, it needs to be filtered and structured. On Twitter, we can infer someone’s preferences by analysing his Tweets/retweets and the accounts he follows.

Screen Shot 2015-04-15 at 10.18.48 AM

Therefore we know that @nadia_fordham has expressed her opinion towards the brand Coca-Cola. But does @nadia_fordham like or dislike this brand? Running a sentiment analysis will help. We can thus infer that @nadia_fordham likes this product.

We identified that @nadia_fordham also follows the TV show “Masterchef Canada”. Being a follower of a certain brand or TV show would mean a positive interest towards it.

Putting the puzzle together

Now, we’re able to say that @nadia_fordham likes Coca-Cola AND “Masterchef Canada”. We can eventually infer that she has an interest in Cooking Shows on TV and may also participate in cooking from time-to-time. From this, we are able to highlight general trends about consumers to help advertisers make better decisions.

We know that people engaging on TV shows are way more numerous and 3 times more engaged than people engaged only on Brands, and 79% of profiles engaged on brands also engage on TV and they generate more than 85% of all impressions.

By understanding the TV preferences of a certain brand’s consumers, we can target an audience that is naturally more engaged. In order to discover general affinities we suggest two KPIs.

Affinity rate: The percentage of Audience A that is also engaged towards Audience B.
Example: 15% of Masterchef Canada Twitter audiences show an affinity towards an “automobile” brand.

Affinity Index: But is 15% high, low or can it be considered a normal affinity rating?
It’s essential to put it in perspective to another comparable population. A good option is to contrast the Brand Affinity for one TV show against all other TV shows regarding the same brand.

Masterchef Canada: Auto Brand Affinity 15%
Dragons’ Den: Auto Brand Affinity 8%
Average TV shows: Auto Brand Affinity 10%

At the end, Masterchef Canada shows 87% more affinity than Dragons Den and 50% more affinity than the average of all Canadian TV Shows, which makes it the best target for any automobile social media actions.

How advertisers can apply Brand Affinity analysis

Knowing the type of content that your customers prefer, will help you select the most suitable media mix for your brand or product.

When launching a social media campaign, focus on these profiles that show a specific interest on a certain product. Sometimes, the preferences of an audience are less obvious.

A Brand Affinity study helps identify complementary products or content appreciated by your audience that present a higher engagement on social media and hence, will help in prospecting.

Social TV data is a gold mine for advertisers. However, understanding your client base is more important than ever when “Marketing Smart” in the digital age.

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A Practical Approach to Viewability http://iabcanada.com/a-practical-approach-to-viewability/?utm_source=rss&utm_medium=rss&utm_campaign=a-practical-approach-to-viewability http://iabcanada.com/a-practical-approach-to-viewability/#comments Mon, 30 Mar 2015 16:50:15 +0000 Stone Canoe http://iabcanada.com/?p=8365 By: Ian Hewetson, VP Client Services, Eyereturn Marketing

Standardized viewability was originally conceived as the first step on the path to a cross-media measurement Utopia where brand advertiser dollars would flow more freely into digital. Unfortunately, we’re still stuck on that first step.

If standardization is ever going to happen, there are two central issues to resolve – the definition of viewability, and the technical measurement of viewability.

The definition is based on the percentage of an ad that must be in a browser window for the ad to be considered ‘viewable’ – and the number of seconds the “viewable” ad must remain in the browser window. Currently, there are a variety of advertisers and associations with different requirements. The IAB says that 50% of the ad must be in view for 1 second. Group M and the ANA say 100% for 1 second. And recently, Shell announced that they need to see 100% of the ad for a full 5 seconds.

On the measurement front, many different vendors and systems have emerged to measure viewability. Many use different methodologies, and despite the best efforts of industry auditors like the MRC, large discrepancies between different vendors are common, which has led to disagreements between buyers and sellers.

The end result is that it’s a challenge to buy or sell online inventory based on viewability – unless the buyer and seller agree to a shared definition of viewability, and a shared measurement vendor, or an acceptable discrepancy if the buyer and seller are using different vendors.

So in practical terms, how does an advertiser go about maximizing viewability?

Based on the results of a 300 million impression study in October 2014, eyereturn came to several conclusions that point the way towards maximized viewability, many of them based on common sense.

Buy on transparent, high quality inventory, sold in friendly iframes. Not only is this inventory easier to measure for viewability, it’s easier to vet for fraud, and because the media is being sold by sellers who are not trying to obscure their domains, it is generally of higher quality.

Make sure you’re dealing with fraud first. The study clearly showed that suspicious domains had abnormally high viewability rates – this is because fraud sites often optimize towards high viewability in order to attract more advertising. If a robot “sees” an ad, it is viewable.

Make sure you’re looking at measurability rates. For example, if a media supplier delivers a million impressions and reports 80% viewability, a buyer might assume that this means 800,000 viewable impressions. But if the seller is only measuring 5% of impressions, that translates into only 40,000 impressions that can be considered verifiably viewable; with the remaining 960,000 impressions being an unknown quantity.

Make sure you’re working with suppliers that you trust, and who have an integrated approach that addresses the multiple issues that influence viewability.

So – outside of these practical approaches, as an industry, what does the future hold for viewability?

There’s no doubt that an increase in viewability is good for both buyers and sellers, so expect to see the industry working together to come to workable resolution. Having said that, it’s difficult to see all advertisers agreeing on a definition. On the sell side, expect to see publishers optimizing for viewability, including wider adoption of “lazy loading” where ads and content load only as they become viewable; theoretically leading to 100% viewability. So while debate continues over whether the Utopia of standardized viewability even exists, it’s up to both sides to take a practical approach to hit the shared goal of maximized viewability, even if all of the details haven’t been ironed out yet.

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