Media

News

Target group definitions are shifting away from Boomers

About 25 years ago, when I was a media planner working on the Thrifty’s Jeans account, I spent an inordinate amount of time helping to redefine the client’s target group. Thrifty management wanted to keep their store’s youthful image but also wanted to expand their customer base beyond the teen segment that accounted for their initial retail success.

News

Buyers won’t miss Canadian dramas in fall lineup

What with CTV swapping The Associates for The 11th Hour, the CBC planning just one new series and Global skewing its focus again to reality TV, the outlook for Canadian dramas this fall is pretty grim.

News

Media market soft but no one’s seeing

Media buyers looking for ‘deep discount’ rates similar to those that their U.S. counterparts are getting from suppliers south of the border are finding some flexibility, although media buyers are reluctant to speak about deals.

News

Measuring ROI still a major challenge

At a time when spending accountability is top of mind, the majority of companies are still unable to measure the return on investment (ROI) of their marketing campaigns, according to a recent study from international management and technology consultancy Accenture. Meanwhile, those with measures in place generally underestimate their costs, which should include the entire process, from research through to creative.

News

Media buying companies tread on creative ground

Canadian media companies are dabbling in creative territory, as more and more global, American-based brands ask them to re-jig ad campaigns for local markets.

News

Nielsen Media Research ventures into fusion territory

Nielsen Media Research (NMR) has ventured into fusion territory with a new data linking system, and plans to have a data fusion program up and running with sister company ACNielsen early next year.

News

Outdoor Canada captures elusive male target

Outdoor Canada, the country’s only national outdoor sports magazine, has just completed its second year of new ownership and a revamped, more-focused editorial direction.