The future of viewing
Our Fall TV issue explores the evolution of TV this year – web, social, addressable – and what it means to advertisers.
Corona gets colourful
The beer brand celebrates summer with a series of limited-edition bottles created by Toronto-based Shikatani Lacroix.
Degrassi takes transmedia to school
A new episode-based mobile app allows fans to interact with the show’s characters.
Montreal and Toronto encourage cheating
Tourism Toronto and Tourisme Montreal joined forces to launch a street-level interactive portal between the two cities.
Canadian Tire plays house
The retail co bought a house in Toronto and is now chronicling the DIY adventures of its anonymous inhabitants on a video web page.
The CN Tower gets edgy
A pre-launch campaign for Edgewalk focuses on how people will feel while walking around the outside of the tower.
Virgin rewards volunteers
The mobile co is giving volunteers with homeless and at-risk youth organizations the chance to win tickets to a Katy Perry concert.
When Telus met Bixi
Although the telco became a sponsor for the bike-share program this year, a connection was formed back in 2009.
PFLAG Canada shares stories
The non-profit is kicking off a campaign that uses QR codes to share people’s personal stories.
Taco Bell rallies revolutionaries
The QSR takes a stand against boring burgers with a new campaign by Grip.
Playland puts the ‘fear’ in Atmosphere
The Vancouver amusement park takes aim at our fine feathered friends in a campaign by Rethink.
Toronto Pearson takes off
With Pamela Griffith-Jones in the cockpit, the GTAA launches a new brand strategy it hopes will turn the airport into a must-visit destination.
Viagra sends its regrets
Viagra’s latest campaign brings laughs, but does it stand up against past performance?
Battle of the (not so tall) media giants
Media Experts CEO Lauren Richards breaks down the new media bosses.
From the Oprah Winfrey Network to Quebecor’s new offerings, execs weigh in on where Canadian specialty is faring well and where tweaks are needed.
Addressable advertising: the census revolution
Addressable TV is not a new idea. The concept’s been bandied about for ages and companies have dabbled in it, albeit with limited success. But now it’s taking meaningful strides forward, ready to breathe new, lucrative life into the old sample-based TV ad model, and Canada is poised to take the lead.
Television to go
Programming may now be pocket-sized, but are advertisers and consumers buying in?
Web TV: the new online operators
Cable and satellite operators have gone online with web TV services to meet the viewer on their turf, on their terms. Now a new generation of upstart web TV brands has emerged, offering similar services at a much lower cost.
Social TV: building branded communities
Social networking platforms have ushered in an era of community TV viewing, where people can gather online, be entertained together and share their catty comments or cheerleading. This opens the virtual door for advertisers to mobilize entire communities behind campaigns that live within the social ecosystem.
We called in the experts to weigh the odds: which network has the most competitive slate? Who has the biggest night? Which shows will be winners and which will be unceremoniously dumped?
Time for your close up
Four networks got new bosses this year and two got renamed. Strategy checked in with some of the key players to get their take on the industry.
Fall TV special report
From addressability to social to mobile, Strategy breaks down the changing nature of TV, and assesses the fates of new shows in the battle for timeslots.
The National Fall TV schedule 2011/12
We’ve compiled all the national networks’ fall TV programming into one handy grid.
Photos from Understanding Youth
See who schooled the marketers at our annual youth conference in Toronto.