Event Description

IAB Canada Metrics is a half day conference with the latest insights into the Canadian consumer and media audience marketplace. If you are a digital or multi-platform professional from the buy, sell, marketer, research or technology sides of the ad industry, 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.

Join us December 1st for an afternoon of learning as we reveal the latest Canadian Media Usage Trends (CMUST) study results presented by widely respected study author, Rob Young of PHD Canada.

In addition to the CMUST results, three leading Canadian research/analytics presentations will be unveiled. Our respected panel of judges drawn from both agencies and publishers, selected them out of a record 17 speaker submissions this year, based on the Canadian learning they offered. Grade the speakers yourself at the conference!

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, Multi-platform data from comScore, and the impact of Ad Blocking.

Annual General Meeting 2016 (For members only)
Following Metrics 2016 join us for the AGM. A year in review and what to expect for 2017.

To register for Metrics (prices as listed above) and or AGM (free to register) please click the register button above.


12:30pm – 12:55pm

Metrics Registration

12:55pm – 1:05pm

Welcome Address

CMOST 2.0 Announcement

Speaker: Steve Rosenblum – Director of Research – IAB Canada

1:05pm – 2:15pm

CMUST 2016 – Total Canada Report

Speaker: Rob Young, Senior VP Director of Insights and Analytics, PHD Canada

For the last 12 years IAB Canada has retained PHD Canada to prepare CMUST, an up to date annual report on how Canadians use media.

A CMUST presentation is one of the few opportunities the industry has to obtain a 360 degree picture of media behavior in this country. The growth of the Internet medium has been tracked for many years now, and it is abundantly clear that a seismic shift in media behavior is proceeding. Within the TV medium and certainly within the Internet, there are developmental “hot spots”; technology developments, content consumption changes and alterations in consumer media usage worth probing. The key characteristic of CMUST is consistent data context. All data, observations and insights are scaled back to one constant universe – Canada’s population.

This year’s CMUST presentation continues to track the evolution of Canada’s five main media – Internet, TV, Radio, Newspaper and Magazine. Topics of concern today are probed such as Ad Blocking, Cord Cutting, Netflix, and Simulmedia. The main content forms within the Internet medium are isolated and quantified. But new to CMUST this year is the issue of INTERMEDIA – how consumers interact across multiple media platforms. The new Touchpoints survey is introduced for the first time to CMUST 2016. Canadian marketers will discover just how accurate their projections of multiplatform reach have been over the decades. INTRAMEDIA and INTERMEDIA is what CMUST is all about for 2016.

2:15pm – 2:25pm


2:25pm – 2:30pm

Introduction to Metrics 2016 Speakers

2:30pm – 3:00pm

The Attention Economy

Speaker: Jonah Goodhart, CEO & Founder, Moat Analytics

Attention is a scarce resource and it’s the fundamental core of what every creator of digital content – from publishers, to advertisers, to platforms and beyond – are seeking. Viewability and humanity are pre-requisites to meaningful engagement and measured attention, but they’re just the beginning. Just as attention paid across digital channels continues to morph, so too must the way the industry transacts. Join Moat CEO Jonah Goodhart as he takes antiquated metrics to task and carves out a new paradigm for measurement and transaction currency beyond clicks and impressions. This session will also include a peek into Moat’s benchmark data specific to the Canadian market!

3:00pm – 3:30pm

Filling the funnel with programmatic data

Speakers: Matt Thornton, Head of Platforms & Ben Wise, Account Executive, Google Canada


  • Geneviève Guay, Vice-President, Managing Director, AMNET Canada & Head of Global Media Partnerships
  • Khoi Truong, Director, Media and Data optimization, L’Oréal Canada

It is accepted wisdom in the industry that better data targeting will improve conversions and CPA but it has yet to be proven if this same data integration can improve performance in the top of the funnel. In this Canadian research, DoubleClick Canada has examined the impact of advanced data targeting as a branding tactic to drive users down the funnel for performance focused advertisers.

3:30pm – 4:00pm

Crunching the Variables – the truth behind the Metrics

Speaker: Ian Hewetson, VP of Client Services, Eyereturn Marketing

Within every programmatic campaign there are a huge set of variables which can be adjusted to drive success with any KPI. This presentation will deconstruct the most common tactics to reveal how, armed with the right toolset, a dive into analytics can yield insights that can challenge assumptions and supercharge your results.

4:00pm – 4:05pm

Closing Remarks

Speaker: Steve Rosenblum – Director of Research – IAB Canada

4:05pm – 4:15pm


4:15pm – 5:15pm

AGM (for members only)

Speaker: Sonia Carreno – President – IAB Canada

5:15pm – 6:00pm

Cocktails and Networking

TIFF Lounge