Join us on February 21 in Vancouver as we reveal the latest Canadian Media Usage Trends (CMUST) study which reveals insights into the Canadian consumer and media audience marketplace. If you are a professional from the buy, sell, marketer, research or technology sides of the ad industry, with a focus on digital or multi-platform, this is for you. Get fresh measurement-based take-aways on leading-edge planning / activation challenges, that you can put to work as soon as you return to the office.

In addition to the CMUST results, a group of industry experts will be diving into a discussion surrounding local media!

What is CMUST?
Since its inception in 2004, IAB Canada’s Canadian Media Usage Trends Study (CMUST) is the only Canadian study crossing all major media and combining each channel’s research audience currency of record. The study documents consumers’ changing media consumption across all media as digital technologies impact the lives of Canadians. It focuses on how new devices and new types of content are triggering ways consumers devote more and more time to the Internet. This includes simultaneous usage of TV and the Internet, Car Connectivity, Wearables, Multi-platform data from comScore, and the impact of Ad Blocking.

Agenda

Time                   Agenda Items

5:30pm – 6:00pm Registration + Cocktails

6:00pm – 6:05pm  Opening Remarks, Sonia Carreno, President, IAB Canada

6:05pm – 7:05pm Media Stories: CMUST Presentation 2018
Laura Ferron, Senior Director, IAB Canada

The Canadian Media Usage Trends (CMUST) is the only Canadian report crossing all major media and combining each channel’s research audience currency of record, four currencies in all. The annual study documents consumers’ changing media consumption across devices and screens, as digital technologies impact the lives of Canadians.

The CMUST report gives a clear picture for the marketing and publishing community in Canada to base their strategies, investments, and products on.

There are eight chapters in this year’s CMUST presentation.

1. Devices – 9 routes for accessing the Internet.
2. Mapping Media – by REACH and TIME.
3. E-Commerce – an update.
4. Online Audio – fastest growing channel this year.
5. Video – so important, so massive.
6. Unearthed – the size of the unexplored.
7. Money – share of money/share of time.
8. Summary and Implications.

7:05pm – 7:30pm  Local Media Panel Discussion

Regional players in Western Canada are using first, second, and third-party data to plan and buy advertising campaigns. How does data play a role in planning advertising, media selection and campaign evaluation? Find out from local experts in the Vancouver media scene!

Moderator

Marc Brasset, Director, Digital Strategy, Western Media Group

Panelists

  • Gordon Cairns, Digital Manager, TELUS

  • Huw Cawthorn, National Digital Account Manager, Western Canada, Bell Media

  • Ruth Murray, Director Communication Strategy, Vizeum



7:30pm – 7:35pm  Closing Remarks, Megan Halkett, Managing Director, Patio
7:35pm – 9:00pm Cocktails & Networking

 

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