Our last publications

CES continued to deliver on its promise to grant a view into what’s next for business, communities and consumers. While we saw many new notable innovations this year, many technologies of the past – from automation, autonomy and, of course, AI – are ready for their next evolution.

Here are five that stood out at this year’s CES.

Quantum Computing

For many years, quantum computing was seen as mainly academic and years away from adoption. But what we heard from many companies this week, including Google and Amazon, is that it is very much here today. Quantum algorithms will work by storing and processing information that is inaccessible to classical computers of today. For example, in healthcare, this could mean getting to clinical trials significantly faster. For marketers, there would be significantly less need for synthetic data, as you could access high-value first-party data and build agile outcome performance models in a matter of days. Taking it one step further, you could imagine a world where quantum computers go hand-in-hand with helping to teach AI new iterations and adapting proactively to consumers.

Digital OOH 2.0

This is a great example of what was once new, is new again. Digital OOH has been growing for several years but it’s now at the tipping point of personalization and scale. The showcase of projection technology on a scale as big as The Sphere shows the true potential of projection technology today. This showed up on the floor in a big way, with new advancements in digital projections that can basically adapt to all surfaces. You now have companies like Evision Auto, which can turn parts of the car into personalized LED that matches the mood or personality of the driver. And other showcases of large storefronts that can be turned into digital without hardware or screens.

These advancements also showcase how OOH can become more personal – which was on display at CES, where a “Yellow Guy” on the Sphere wished attendees a “good morning” from the skyline, delivering a timely, relevant message.

Vehicle tech

The last two years have seen a significant focus on the engine of cars as we have marketed to the change in demand for EVs. But what was clear to me is that while the adoption of EVs begins to scale, the focus is back on the inside of the vehicle. For example, a company named Zeiss is redefining glass digital technology that would allow car screens and software to be on each window, instantly increasing the usage and utility of car IOS software. Imagine being able to pull up your favourite show on your window to pass the time. And, as the technology for autonomous driving improves, you’ll have more dwell time than before – completely undistracted. My prediction is that auto media networks will see similar levels of growth as retail media networks in the coming years.

Horizontality to drive Connected Commerce

This concept really speaks to one of the core challenges that arose with digital ecosystems. Very little was connected due to technology constraints, which meant your efforts to deliver a cohesive consumer journey was challenged.

This week, OMG held many related panels with our clients about connected commerce. They shared that brands cannot afford drop offs or disengagements from consumers. Remember when many said the funnel was dead? It’s not. And it may matter more than ever. How you take someone from learning about your product, to knowing where to buy it, to discovering advice and reviews, to finally a purchase – this sequence will matter if you can do it faster and with more precision.

The Future of Search

One key driver of commerce growth has been fueled by the significant changes in how consumers are searching for topics and inspiration – first on social media and now through AI prompts. More than ever, these expanded searches are leading to direct purchases.

New forms of search were present everywhere on the floor. These are places where people will be searching out of the native environment we know today. Need something for a recipe? Search on your latest fridge from Samsung. Or order a meal from your local restaurant if you are out of food and don’t have the time to leave your home.

Overall, it’s clear that we are no longer waiting for technology to arrive, it’s here today and we can harness its potential to drive incredible outcomes.

The Black Friday and Boxing Day campaigns represent key moments for retailers like Sports Experts, providing the opportunity to capture consumer attention and generate significant sales. To understand the strategic approach taken and how Touché! supports its clients, we spoke with Marc-Antoine Lavallée, account supervisor for Sports Experts.

Changing Consumption During the Holidays

During the holiday season, consumer habits shift. Not only are people more inclined to shop, but their media consumption habits also change. As Marc-Antoine points out: "Consumer behavior is very different during the holiday season. There's a real shift in their purchasing behavior, but also in how they consume media. A concrete example of this is the increase in listening to holiday music, Christmas movies, and even radio listening due to travel during this period. All of this creates unique opportunities to reach consumers."

This evolution in behavior allowed Sports Experts to adopt a more contextual strategy to capture the attention of Quebecers when they are most receptive.

A Contextual and Targeted Media Strategy

To respond to these changing behaviors, the Touché! team focused on specific media placements in popular outlets during the holidays, such as on Netflix and Noovo for Christmas movies, Spotify ads for festive music, and radio placements throughout the province to reach Quebecers who are more frequently on the move during the holidays.

The goal of the campaign was to ensure that Sports Experts captured attention at the moments when consumers were most engaged and receptive. Marc-Antoine explains: "We opted for high-impact placements during key moments, like a homepage takeover on La Presse, to be omnipresent. Black Friday and Boxing Day campaigns are very short, so it’s crucial to stand out in a short time. The focus was therefore on frequency and impact."

The success of these campaigns rests on a balanced media mix, combining radio, television, digital, and outdoor placements to ensure that Sports Experts reaches consumers across multiple channels. This approach ensures constant visibility and strengthens the impact at every stage of the consumer journey. Marc-Antoine adds: "It’s not enough to just be present. This diversity of placements allows us to speak to the right people at different times, maximizing engagement to ensure we are seen and heard during this very noisy advertising period. Hence the importance of having a strong ecosystem and good synergy between tactics."

The Importance of Collaboration with Local Media

One of the key strategic choices for these campaigns was the collaboration with local media. Sports Experts wanted to highlight placements on Quebec-based media to capture the attention of a local audience with distinct preferences and behaviors specific to Quebecers.

"Sports Experts is a source of pride for Quebecers, and during the holiday season, it’s essential to connect with this audience through media they are familiar with. That’s why we prioritized placements on local platforms like La Presse, Radio-Canada, and Noovo," explains Marc-Antoine. This approach helps strengthen consumer engagement while seamlessly integrating into their usual media environment.

Creating an Ecosystem Between Black Friday and Boxing Day

Although the Black Friday and Boxing Day campaigns were distinct, the strategy was designed for them to work in synergy, creating a true holiday campaign ecosystem.

On Black Friday, the team on the account monitored and optimized performance in real-time. This approach allowed for immediate adjustments to maximize results, with notable improvements compared to the previous year. "Thanks to a SEM and programmatic strategy focused on conversion, we were able to retarget a large pool of qualified consumers to generate maximum sales. We saw a 30% reduction in cost per action (CPA) compared to last year. The real-time monitoring and optimizations carried out by our team on Black Friday were crucial in achieving such results. At the end of the day, the number one objective of these campaigns was to generate sales."

During the Boxing Day period, the team took into account all the learnings from Black Friday to achieve even better results. As a result, the team recorded outcomes up to 70% better than the previous year!

The Canadian Media Usage Study (CMUST), which Omnicom Media Group has been shaping and presenting for 20 years in collaboration with IAB, is full of little gems. One of these focuses on the evolution of online retail sales in Canada.

After recovering from the many excesses of the Holiday season, I invite you to attend the presentation in Montreal for more details. In the meantime, here are a few highlights from our 2024 study.

There has been much discussion about how the adoption of e-commerce has grown since the start of the pandemic. After a period of massive e-commerce growth at the height of the pandemic, the curve for online sales has returned to a healthy growth rate in 2024. While we are still ahead of earlier projections, it’s not as significant as one might think. We’re roughly a year ahead in e-commerce adoption compared to the trajectory we would have followed before the pandemic. This demonstrates that the draw of physical stores remains strong.

However, there is a significant disparity in the relative importance of online sales depending on the category. While one third of dollars spent in "mass retail" occurs online, e-commerce accounts for only 3% of grocery sales, according to Statistics Canada. The potential is enormous, yet few players stand out despite the range of delivery services available. Based on my personal observations, Sobeys/IGA appears to be well ahead of its competitors in online commerce. Hardly a day goes by without seeing one of their Voilà delivery trucks, their delivery service. The brand is also well supported in marketing, whereas Metro and Loblaws has been more discreet in online commerce. That said, my perspective may be influenced by the area where I live and travel.

For more details on the state of online commerce in Canada and the shopping habits of Canadians and Quebecers, don’t miss our presentation organized by IAB or contact me for a personalized presentation. My colleague Juliane Baraldi and I will be on tour at the beginning of 2025!

The Canadian retail ecosystem is experiencing a profound transformation, driven by shifting consumer behaviours, evolving technological capabilities, and an emphasis on connecting advertising with commerce. Retail media networks (RMNs) and shoppable ad formats have emerged as powerful tools, enabling brands to bridge the traditional divide between shopper marketing and brand advertising. This brief overview highlights key investment trends, the expectations brands have from retail media partners, and how brand and shopper marketing budgets and teams are becoming more integrated. 

The Evolution of Consumer Behaviour 

The consumer journey is no longer linear. With the rise of digital and omnichannel experiences, shopping behaviours are more fragmented than ever. Some key shifts and observations around customer journeys include: 

• Fluid Purchase Lifecycles: The traditional funnel of discovery, engagement, and purchase is being replaced by non-linear, ongoing connections. Influencers and social media play a critical role, with nearly half of social media users relying on influencers during their purchase journey​. This shift means brands must engage customers across multiple touchpoints, maintain continuous interaction, and leverage data to personalize experiences. 

• Immediate Conversions: 12% of consumers report making an instant purchase after discovering products via influencers, meaning that brands must adopt digital-first strategies, align their marketing efforts with evolving consumer behaviours, and be ready for immediate conversions. 

These behaviours underline the importance of integrating advertising with commerce to meet consumers at their specific moment of need. 

Canadian Retail Media Networks: An Era of Extreme Growth is Forecasted 

Retail Media Networks (RMNs) are revolutionizing the advertising industry by allowing brands to leverage first-party shopper data. This shift enables brands to enhance media effectiveness by closing the gap between advertising and commerce, offering opportunities for more integrated planning and seamless execution. As a result, investments in RMNs are growing rapidly, with $1 out of every $7 spent on Canadian media now allocated to these networks. RMN spending in Canada is projected to increase by 353% by 2028, reaching a total of $6.85 billion, highlighting the growing importance and potential of this advertising model. 

Shoppable Advertising: Innovating Consumer Experiences 

Shoppable ads are effectively bridging the gap between awareness and action by offering direct-to-purchase opportunities. Platforms like Connected TV (CTV) and social media allow consumers to make purchases without ever leaving the ad experience, streamlining the path from discovery to transaction. Additionally, interactive features such as QR codes and gamified ad formats are transforming how consumers engage with ads, making the experience more dynamic and impactful. These innovations are reshaping the advertising landscape, providing brands with powerful tools to drive immediate consumer action. 

What Canadian Brands Are Looking to Achieve Via Retail Media Partners 

Canadian brands are increasingly looking for retail media partners who can help bridge the gap between shopper and brand marketing efforts. Historically, the divide between these two has led to inefficiencies and fragmented consumer experiences. With the rise of connected commerce, brands now seek partners who can provide: 

• Holistic Planning: Creating unified media strategies that integrate retailer and consumer touchpoints for a seamless experience. 

• Integrated Execution: Ensuring continuity across platforms and campaigns by leveraging connected creative executions. 

• Consolidated Measurement: Using advanced analytics to link everyday media KPIs to broader business objectives, ensuring alignment and effectiveness. 

Additionally, brands are looking for partners who can go beyond traditional on-site activation and merchandizing. As younger consumers become more comfortable with commerce-enabled solutions, brands must take advantage of emerging opportunities like: 

• Social Commerce: Platforms that blend influencer content with direct buying options are rapidly gaining popularity. 

• Connected TV Opportunities: Ads with built-in shopping features allow consumers to take immediate action, shortening the purchase cycle and enhancing the shopping experience. 

By partnering with retail media networks that offer these capabilities, brands can better meet consumer needs and drive more effective marketing outcomes. 

To evolve towards a more connected, efficient, and data-driven management, brands must transition from a disconnected approach to a connected one. Here is the distinction between these two approaches:

In a disconnected approach, brands have a limited view of consumers, fragmented teams and budgets, reactive management based on correlations, and rely on retailers as "clients" to distribute their products.

In a connected approach, they adopt a comprehensive understanding of consumers, coordinated and proactive management enabled by real-time data, causal analyses demonstrating the value of investments, and collaborate with retailers as strategic partners.

This shows that transitioning from a disconnected to a connected approach allows brands to optimize their performance, better understand their consumers, and strengthen their collaboration with retailers by leveraging robust data and coordinated strategies.

In conclusion, Canadian brands are eagerly waiting for the Canadian retail media landscape to mature. Their future marketing spends and goals are going to be connected to the space with the signals coming from retail media being a core part of their measurement frameworks. Retail partners that can take a holistic approach where both on-site and off-site formats and opportunities can be created via co-engineering will outpace the field of entrants in the Canadian space.  

Google AI Overviews represent an innovative shift in the search experience, aiming to directly answer users' questions through AI-generated content. These overviews appear within Google search result pages as content boxes, providing an immediate response rather than a list of external links. Initially rolled out in the US and the UK, the feature is now being tested in Canada with a limited subset of Google search traffic. As of now, Google has not provided significant data from these initial testing markets to determine the full impact of AI Overviews on the search experience and overall effectiveness.

At OMG, we are excited about the potential of AI advancements that enhance the user experience. However, we are cautious, as these technologies introduce challenges regarding transparency and control, particularly in automated advertising. While the full implications of AI Overviews remain uncertain, Google plans to expand this feature across more search queries throughout the rest of 2024 and into the next year.

AI Overviews and Their Role in Paid Search Advertising

Although Google has yet to announce specific plans for integrating ads within AI Overviews, there is growing speculation that this could be a significant opportunity for advertisers. In other markets where this feature is already available, ads within AI Overviews have been shown to improve query relevancy, particularly with complex or long-form search queries. These ads could position brands as the "next step" in a consumer’s journey for information, guiding users through the discovery process more seamlessly than traditional ads.

The potential impact of AI on paid search advertising is substantial. By leveraging AI's ability to understand user intent more accurately—moving beyond simple keyword matching—Google can offer more personalized, context-driven ad placements. This could lead to more effective targeting, better bidding strategies, and optimized ad copy that resonates with users' needs. However, despite these automation capabilities, strategic oversight remains essential. Google’s AI tools are designed to optimize targeting and performance, but they must be used with human insight to ensure ads align with broader marketing strategies.

The role of the marketing team will likely evolve, shifting from tactical optimizations toward a more strategic focus on understanding user behavior and contextualizing search activity. At OMG, our approach integrates both automated tools and human expertise, allowing us to deliver results-driven campaigns that align with clients' business goals.

Impact on Client Business

As Google AI continues to refine its ability to interpret and predict user intent, advertisers stand to benefit from more accurate targeting, leading to improved results. Brands will be able to reach their audiences at the right moment, driving brand visibility and engagement more effectively than traditional search advertising methods. This shift could be especially beneficial for businesses that rely on connecting with consumers at different stages of their purchase journey. The AI's enhanced understanding of context means brands can position themselves as solutions to user queries in a more nuanced way, ultimately improving conversion rates and overall campaign performance.

However, the introduction of AI Overviews also brings challenges. The feature’s ability to directly provide answers to user questions could diminish the need for clicks on traditional search results. This trend, often referred to as Google Zero, raises concerns for advertisers, publishers, and content producers who depend on driving traffic to their websites. As search results become increasingly streamlined and focused on delivering immediate answers within Google’s interface, businesses may need to adapt their strategies to remain visible in a more direct-answer environment.

The Rise of Google Zero and Its Impact on Publishers

Google Zero refers to the concept where users find answers directly within Google’s search interface, bypassing the need to click through to external sites. While this shift enhances the user experience by offering immediate solutions, it presents a dilemma for advertisers, publishers, and content producers who rely on traffic to drive revenue. With AI Overviews providing direct answers, businesses might experience a drop in organic traffic, making it more challenging to compete for visibility.

For publishers and content creators, this shift could require a fundamental change in how they approach SEO and content marketing. Optimizing for zero-click searches will become essential, as businesses must ensure their content is visible and impactful within Google's search interface. Strategies that emphasize long-tail keywords, structured data, and rich snippets will likely become more important as AI Overviews continue to dominate search results.

While the emergence of Google Zero is a challenge, it also opens new opportunities for businesses to rethink their content strategies and explore innovative ways to remain relevant in an evolving search landscape. By optimizing for zero-click results, companies can position themselves as trusted sources of information, even if users never click through to their website.

Competitive Landscape: AI Search Beyond Google

While Google is leading the charge in AI-powered search, other players in the market are also making significant strides. Microsoft’s Bing, powered by OpenAI’s GPT-4, offers a conversational search experience, integrating real-time chat-based responses with the broader Microsoft ecosystem. Additionally, Amazon has been experimenting with AI-driven search capabilities, especially within its e-commerce platform, using AI to refine product discovery and enhance personalization.

Other emerging search engines, such as Anthropic’s Claude and platforms like Perplexity, Brave Search, and DuckDuckGo, are also working on AI-powered solutions that prioritize user privacy and personalization. These competitors aim to carve out a niche by offering more privacy-conscious alternatives to traditional search engines, appealing to users who prioritize data protection.

In this competitive landscape, Google faces increasing pressure from both privacy-focused and personalized search solutions. However, its dominance in the AI-powered search market remains strong, and its ability to integrate advanced AI into search results positions it as the leader in this space.

Recommendations for Clients

As AI Overviews continue to reshape the search experience, it is crucial for brands to revisit their search strategy. Key areas of focus should include:

1. Review SEO Strategies: Since AI Overviews will likely be influenced by the same factors that impact SEO, it is essential to ensure that your SEO and content strategies are up-to-date and optimized for this new search environment. Brands that integrate SEO, content, and paid search efforts will likely see the most success moving forward.

2. Monitor Search Performance: Establish tracking systems to measure the impact of AI Overviews on website traffic, search volume, and impressions. Tracking keyword performance and shifts in search behavior will be crucial for understanding how these changes affect your business.

3. Adapt Content Strategies: Optimize content for zero-click searches by ensuring that your brand’s key information is presented in ways that are easily discoverable by AI-powered search results.

4. Collaborate with Agencies: Work closely with your agency teams to ensure that your search strategy aligns with the latest developments in AI search. Strategic guidance will be crucial as the landscape evolves.

Conclusion

At OMG, we embrace the potential of AI to transform the search experience, but we also recognize the importance of balancing innovation with strategic oversight. Google’s AI advancements provide exciting opportunities for brands to optimize their marketing efforts and connect with consumers in more meaningful ways. As AI-powered search evolves, it will be essential for businesses to adapt their strategies, ensuring that they remain competitive in an increasingly automated and personalized search environment.

By combining the power of AI with human insight, OMG is committed to helping clients navigate these changes and maximize the potential of this emerging technology to drive business success.

As we approach the end of 2024, it's time to reflect on the performance of television programming across both Quebec and English Canada. This season has been full of surprises, with some shows defying expectations and others falling short. From the rise of reality TV to the evolution of digital and linear TV integration, the landscape continues to shift rapidly. In this article, we’ll explore the standout performances, the audience dynamics, and what these trends mean for advertisers and the future of television in 2025. 

Unexpected Successes in Quebec Programming 

This season, very few programs met the projected estimates, even in the key AD18+ demographic. Surprisingly, some shows exceeded expectations in the coveted AD18-49 demographic, such as Infoman (103%), Discussion avec mes parents (106%), Le maître du jeu (112%), Temps de chien (107%), and Les enfants de la télé (146%). The Masked Singer was the clear frontrunner across all demographics, while Infoman surged to 3rd place, overtaking Indéfendable. This highlights the continued dominance of humor and variety shows over dramas in Quebec. 

While the new TVA series Les Armes struggled to maintain viewership after a promising September debut, it nevertheless place remained in the top 10 for AD18+. It should ben noted that Radio-Canada’s Dumas  remained in 4th place, the same position is was estimated to be.  Despite the overall decline in linear TV audiences, Quebec viewers continue to watch television in high numbers on a regular basis, with Quebec productions such as STAT and Indefendables delivering average audiences of 1.2 million on A18+. 

A Strong Comeback for Returning Shows in English Canada 

Most English programs outperformed their estimated audiences. After the 2023 Hollywood writers’ strike, Canadians were eager for their favorite shows to return this fall and to see what new programs were on  the horizon Notably, CTV's High Potential, a new show this Fall, jumped from an estimated 20th place to an impressive 5th position on A18+ viewership (based on current results).

Why Did New Shows Perform Differently? 

The varied performance of new shows can be attributed to several factors. In Quebec, Les Armes’ initial struggles likely stemmed from audience resistance to new series, as viewers may have preferred established favorites. Conversely, the success of Dumas can be linked to its strong storytelling and the backing of a reliable network. 

In English Canada, the surge in viewership can be explained by the pent-up demand for shows that were delayed due to the strike. Audiences were eager to reconnect with their beloved series, driving numbers higher than originally predicted.  

Younger Viewers (A18-24): What Caught Their Attention This Fall? 

In Quebec, younger viewers (A18-24) gravitated toward variety programming, with shows like Révolution and Chanteurs Masqués dominating Sunday night viewing. Occupation Double saw a decline in linear TV viewership as younger audiences turned to streaming platforms such as Crave for more flexibility. Moreover, the show's engaging content seems to be appealing for this target group.

What Do These Results Mean for Advertisers? 

With linear television audiences fragmenting, advertisers must be more strategic than ever. Media plans should embrace a mix of linear TV, digital platforms, and streaming services to reach different audience segments effectively. Niche targeting is essential, as the landscape becomes increasingly diverse. Advertisers will need to leverage advanced targeting tools to ensure their campaigns resonate with the right viewers, regardless of platform. 

Looking Ahead to 2025 

How Will the TV Landscape Evolve? 
In 2025, the television landscape will continue to transform under the influence of several major trends, such as the rise of streaming platforms.

At the same time, traditional television will need to adapt to remain relevant. Channels will have to innovate by offering new technologies.

Finally, the production of local and original content will become a key differentiating factor. Content creators will need to captivate audiences with authentic stories and unique perspectives.

Upcoming Shows and Seasons

French Quebec
New programming includes Veille sur moi with Guylaine Tremblay, Mea Culpa with Mélissa Desormeaux-Poulin, and several programs from TOU.TV like Slendeurs et influences (a parody of influencer culture) and L’oeil du cyclone (Season 4). Anticipated returns: Cérébrum (Season 3), Star Académie (Winter), Sortez-moi d'ici (Winter), and Occupation Double. 

English Canada
Exciting premieres include Amazing Race US (Season 37) in March, Amazing Race Canada (Season 11) in summer, and Law & Order: Toronto. This change in the television landscape means that 2025 will be marked by increased competition, constant innovation, and an unrelenting quest for audience engagement."

Our latest Data for Breakfast conference on AI disruption highlighted a pivotal moment akin to an industrial revolution for ad-tech and advertising. With AI now pervasive and continuously evolving, marketing professionals must rethink their strategies to stay relevant in a rapidly changing landscape. 

Introduction: The AI Revolution 

AI was first introduced in 2019, but its omnipresence is now undeniable. The unprecedented adoption of tools like ChatGPT has set world records, while predictions suggest that by 2028, 72% of people will use generative AI for search—up from just 3% today. As marketers, the challenge lies in navigating this new reality: how do we create and share content when creativity is produced differently, and audiences consume entertainment in novel ways? 

The consensus is clear: while AI won't replace marketers, those who harness AI effectively will outperform those who don't. Marketers should embrace AI as a tool for enhancing productivity and creativity. 

Current Challenges and AI Integration 

 We are currently in a period of experimentation (2024-2026) where marketers are testing various AI applications. Following this phase, a significant acceleration in AI use is expected between 2026-2028, leading to an elevation of AI capabilities by 2028-2030. This timeline suggests a profound transformation in how marketing operates. Despite the progress, several challenges remain. AI's reliance on existing platforms, like Google, means that tools using AI are not yet perfect. Moreover, there are concerns about the potential for AI to exacerbate exciting issues, like toxicity on social media. 

Panel Insights 

The conference featured a panel of industry experts, including Frank Galvani from Google, Solene Deswartes from Intact Assurance, and Sean Wiltshire from Data Sciences, who shared vital insights into the future of marketing. Frank emphasized the essential role of AI in daily marketing operations, particularly through predictive analytics, while Solene highlighted its crucial impact on insurance pricing and efficiency in digital marketing. Sean cautioned against overestimating AI's capabilities, reminding the audience that it lacks true understanding and focus. The discussion also touched on the transformation of traditional search marketing methods, as Solene noted that marketers are eager to adopt AI tools to streamline their processes. Frank elaborated on how search methodologies will evolve towards personalized user experiences, underscoring the need for marketers to adapt their strategies in this changing landscape. 

Content and Ethical Marketing Practices 

Quality content remains crucial in the AI era. Frank emphasized the need for tailored messaging, while Sean pointed out the challenge of segmenting audiences accurately with AI. 

Omnicom Media Group’s DCO solution Artbot was developed to help our clients to create ads at scale, using a combination of AI, CRM data and third-party information from our biggest partners like Google and Meta. 

Ethical considerations are also vital. Solene discussed the strict guidelines her team follows to ensure responsible AI usage, while Frank highlighted Google's commitment to ethical AI practices and collaboration with regulatory bodies.  

Measurement and Future Outlook 

Measuring the success of AI initiatives is complex. Frank suggested focusing on efficiency gains, while Solene mentioned how delegating routine tasks to AI allows her team to concentrate on strategic activities. However, Sean cautioned that many companies tend to underinvest in AI, which could hinder their ability to capitalize on these technologies. He also brought a global perspective, mentioning that AI regulation is now a priority on the international agenda, particularly highlighted during the recent UN General Assembly. Effective regulation requires cooperation among nations, making it clear that no single entity can tackle these challenges alone. 

Conclusion 

The conference underscored that while AI is reshaping the marketing landscape, it is also a tool for creativity and efficiency. As we navigate this transformation, collaboration, ethical considerations, and a focus on strategy will be crucial for success. AI presents great potential for marketers to embrace, while remaining vigilant about its limits. 

One year after the implementation of Bill C-18, which led to the removal of news publishers from Meta platforms, how are local media outlets faring?

In 2024, three major players—Google, Meta, and Amazon—control 74% of digital ad spending in Canada. Google and Meta have seen slight declines in market share, while Amazon has experienced sustained growth over the past two years. The launch of Amazon's video offering in February is expected to accelerate this growth in the coming years. Without delving into all subtypes of digital channels, the combined share of GAFAM is slowly decreasing, though they remain largely dominant.

The digital market is growing faster than the dominant players in Canada, creating some opportunities for local publishers to generate growth, albeit limited. However, competition is diversifying, particularly in the video space, putting additional pressure on many media outlets to reposition themselves.

According to SimilarWeb data, a downward trend in visits to Canadian news sites has been observed since 2022, well before Meta excluded news sites from its platforms in August 2023. Overall, this decline has not accelerated significantly from month to month following Meta's decision. In other words, global data do not indicate a specific impact of Meta on news publishers following Bill C-18. However, journalism content creators are best placed to speak to the effects of this change on them. We reached out to some local publishers to get a sense of the market and illustrate their reality.

The biggest current challenge for Canadian publishers seems to be reaching their audiences across multiple platforms while balancing the use of the "big players'" channels and supporting platforms owned by the publishers themselves. We are in a context of great paradox.

"Despite the fact that news is no longer accessible in Meta's ecosystem, part of the population says they still get their news on these platforms."

From the agencies' point of view, we have observed an acceleration of developments from some media partners since last year, whether in the deployment of new ad products or the increase in technological capabilities.

When asked about their vision for the next five years, the media outlets we interviewed foresee the acceleration of two opposing yet connected phenomena: convergence and fragmentation. Convergence will be driven by social platforms and companies developing artificial intelligence (AI) solutions, which hold the keys to the evolution of information consumption. This evolution could lead to the disappearance of smaller players and harm the quality of information.

"Media is food for the mind and soul, and consuming empty calories carries long-term risks."

This view is echoed by Patrick Salois, Vice President of Sales and Operations at La Presse, who stresses the need to raise awareness among the public and decision-makers about the importance of independent local journalism. He also promotes growth through technological investment and revenue diversification to reduce dependence on advertising revenue.

Fragmentation will partly come from this need for independence, for example through nanomedia, micro-social platforms, and perhaps micro-mags, like those launched by Urbania, to maintain direct contact with readers and offer new subscription opportunities.

The creation of video inventories in all its forms has become a priority, along with the development of ad formats dedicated to digital performance, the integration of "clean room" technologies, the valorization of connected user data, and a renewed approach to campaign measurement. Although the volume of data, access to conversion APIs, and the appeal of video or social platforms continue to give GAFAM an advantage, the efforts of local partners contribute to rebalancing their share in media planning.

The most critical changes to face the future seem to revolve around efforts to raise awareness among Canadian decision-makers and the population about the importance of independent local journalism.

"Another misconception is that Canadian content is less competitive on the international stage, while local media play a crucial role in offering coverage tailored to the realities and needs of the Canadian public."

Redefining the notion of performance is a challenge that all market players have embraced, though not all are ready to support advertisers in this shift. A consolidation of efforts and support from professional associations such as A2C or CMDC aims to promote training and the dissemination of best practices in advertising buying and optimization.

Some media groups acknowledge that they should have anticipated the growth of global digital platforms by investing earlier in solutions to reduce their dependence on these platforms. This evolution, which initially benefited everyone, did not reveal the urgency to act differently. Lessons have been learned, and media outlets are now taking control of their destiny for the next phase of transformation.

"We live in an era where nothing is guaranteed, and everything is changing faster and faster."

Never again will we put our fate in the hands of Zuck or Musk."

Touché! would like to thank Patrick Salois of La Presse, Émilie Filion and Christophe Cluzel of SRC, and Philippe Lamarre of Urbania for their insights and participation in this article.

In collaboration with Rougemont, the Touché! team is launching Le Pommcast, a branded content series for Les jus Rougemont, developed with LG2 and Radio-Canada. This new series takes listeners into the world of apple-related expressions, legends, songs, and facts, celebrating this iconic Quebec fruit. Hosted by comedian Guillaume Pineault, Le Pommcast features 15 humorous episodes, available as a web series and podcast on ICI TOU.TV and Radio-Canada OHdio. To learn more about this bold campaign, we spoke with Agathe Maviel, group supervisor on the account.

Hello Agathe! Could you tell us more about the insight behind Rougemont’s campaign idea?

Agathe: Rougemont is proudly a Quebec apple juice brand. Apple season, which coincides with back-to-school time, is a crucial period for us. It’s also a time of year when there’s a lot of advertising noise across all platforms. In collaboration with LG2, our challenge was to create content that stands out in this saturated environment. To break through, the idea of creating a "Pommcast" was born—short, humorous audio capsules developed in partnership with comedian Guillaume Pineault. The goal was to showcase Rougemont’s expertise in apples through entertaining content linked to our brand, capturing our target audience’s attention in an original way.

Who was the target for this campaign?

Agathe: Our primary target was parents aged 25 to 54, who lead active and busy lives. They are dynamic, always on the go, and often have little time for themselves during the day. One of the key challenges was to catch their attention by offering entertaining content that could naturally fit into their routine. Through a media mix regularly consumed by our audience, our strategy was to provide a moment of relaxation with these humorous capsules, giving these parents a chance to unwind and laugh, while demonstrating Rougemont’s expertise in apple juice.

What is the media strategy behind this campaign, and how is it deployed?

Agathe: To amplify the campaign’s reach, we chose Radio-Canada as our main partner, a media outlet that perfectly reflects Rougemont’s Quebec values. Radio-Canada is a platform our target audience consumes daily and trusts. The campaign was rolled out in September across their full ecosystem, including Tou.Tv, Ohdio, and YouTube. We also added a video component, with capsules available on Radio-Canada’s digital platforms and social media. Even comedian Guillaume Pineault shared the project on his platforms. We’ll also use Rougemont’s TikTok, Meta, and YouTube accounts to make the videos go viral, boosting the most engaging clips. The idea is to reach our audience in environments they turn to for entertainment and information, while maximizing their attention.

How does Rougemont integrate into parents’ daily lives without feeling intrusive?

Agathe: The key is offering native content designed primarily for entertainment, without making it feel like an ad. Our humorous capsules provide parents with a moment of relaxation, not an interruption in their day. On social networks like TikTok, Meta, and YouTube, our content is part of a fun, entertaining logic rather than direct promotion, making engagement feel more natural and authentic. This way, we position Rougemont not as a brand selling a product but as an ally in parents' daily lives.

Could you tell us about the collaboration with Radio-Canada?

Agathe: The collaboration with Radio-Canada was crucial, not only for distribution but also for production. Thanks to their support, a video component was added to the original audio format. SRC offered great creative flexibility, which allowed us to amplify the project. Their openness to innovation made them a perfect partner for this campaign. Their contribution truly allowed us to take this campaign to the next level, seamlessly integrating the brand into our target’s daily life without it feeling like traditional advertising content.

It's not new to hear about local media. The entire industry recognizes the essential role our local media play in the Canadian media ecosystem.

When advertisers and agencies are asked if they support Canadian media, the response is nearly unanimous: yes!

• The A2C (the Association of Creative Communications Agencies of Quebec) launched the “Média d’ici” movement, a public directory of companies that openly state their support for local media. Today, 164 companies have signed on.

• The Canadian Media Movement by the CMDC (Canadian Media Directors Council) includes more than 1,500 media and marketing professionals who have pledged to support Canadian media.

Moreover, the Canadian government adopted Bill C-18 to help Canadian news media negotiate fair commercial agreements with the largest online platforms.

September 28 marked World News Day. So, it's time to take stock: where do we stand?

• According to SMI, digital investments in Canadian media dropped by 20% between 2017 and 2021.

• Meta removed access to Canadian news from its social networks (as of August 1, 2023) instead of making commercial agreements with news media as required by Bill C-18.

• Google created a $100 million annual fund to support Canadian media.

• Several Canadian media outlets have reduced staff due to the lack of advertising revenue.

In summary, it's clear that the industry's efforts have largely been ineffective.

The real question is: why have we failed to match words with actions? In my opinion, it's because we're approaching the issue from the wrong angle. Most discussions focus on the importance of being a good corporate citizen, whether by investing in Canadian media to support jobs, sustain communities, or protect the journalism that upholds a healthy democracy. All of that is true. However, under the pressure of sales in an uncertain economy, most industry players prioritize the tangible performance of their advertising investments... and that's normal!

In my opinion, we need to change the nature of the conversation about local media. It must focus on the performance and value that Canadian media offer advertisers and agencies. Here are some facts to consider:

• The average Canadian consumer spends 33% of their time online consuming Canadian content. The role of any advertiser and agency is to reach their target where they consume their media, whether Canadian or not.

• Canadian media offer a level of attention up to 2.5 times higher than that of large online platforms. Not all advertising impressions are created equal. Ad recall rates have never been lower, and it's important to ask why.

• Several case studies show that increasing investments in Canadian media generates better business outcomes. A small warning: to reach this conclusion, advanced measurement solutions are needed that correlate advertising investment with business results (it's not just a simple media measurement).

Clearly, our work is far from over. In this equation, there are buyers (advertisers and agencies) and sellers (Canadian media). Each has a role to play:

What can advertisers and agencies do?

• Integrate attention data into the planning of advertising investments.

• Conduct analytical studies to better understand the short- and long-term impact of investments in Canadian media.

What can Canadian media do?

• In addition to maintaining the interest of Canadian consumers, they must develop ad inventory sought after by advertisers (notably video inventory).

• Unite their forces to make it easier to buy Canadian media. Advertisers and agencies don't always have the resources to deal with many partners. Why not create a Canadian media consortium? Better yet, why not share your first-party data to create qualified audiences that could compete with the alternatives offered by the large online platforms? Adapt quickly.

In conclusion, this challenge is a question of balance. There's a place for Canadian media in our advertising investments, just as there is one for online platforms. The big question is: where does that balance lie for you?

On June 28, 2024, the Canadian government enacted the Digital Services Tax (DST) Act, introducing a 3% tax on revenues generated from digital services. This measure addresses the growing economic activity within the digital sector, which has largely remained untaxed in Canada until now. 

The purpose of the tax is twofold: to ensure that businesses operating in Canada contribute to the local economy in proportion to their revenues, and to foster innovation, stimulate market investment, support Canadian media, and safeguard Canadian data and privacy. The DST aligns with a broader global initiative aimed at ensuring that digital companies pay their fair share of taxes in the markets where they operate and generate significant revenue. Several other countries, including the UK, France, Italy, and Poland, have already adopted similar measures. 

Prominent companies such as Google (2.5%) and Amazon (3%) have announced that they will not absorb the full cost of the Digital Services Tax. Instead, they intend to pass these additional costs on to advertisers in the form of increased fees. These charges will take effect on October 1, with the exception of Amazon Sponsored Ads, which began on August 15, 2024. 

From an advertiser's perspective, the DST essentially represents a price increase for media, as Google and Amazon choose to transfer the weight of the tax to advertisers through elevated fees. 

On a more positive note, companies such as The Trade Desk, Meta, Snap, TikTok, and Pinterest have indicated that they will not impose the DST costs on advertisers. However, this stance may evolve over time. 

It is crucial to recognize that the government did not intend for the tax burden to fall on advertisers, even though its implementation will undoubtedly impact the marketing industry and have broader macroeconomic effects. 

In their daily operations, agencies will need to adjust workflows and processes to accommodate the DST, ensuring that there is no negative impact on their clients’ businesses. Touché! is also developing methods to track the cost implications for our clients through detailed reporting. We will then be able to make strategic recommendations to help offset increased costs wherever possible. 

The implications of the DST extend beyond marketing. The Canadian labor force may begin to reevaluate operational efficiencies in order to mitigate these costs, potentially leading to job cuts. Small to medium enterprises, which rely heavily on user-friendly platforms to compete with larger companies, may face product cost increases as a result of the DST. Additionally, foreign trade could be affected, as the DST may become a contentious issue during sensitive election cycles.

Touché! is actively engaging with industry groups through board positions with the CMDC and the IAB committee to navigate the implementation of the DST. We are closely monitoring developments and will continue to provide updates as the situation evolves, ensuring that we communicate how these changes will impact our media investments. 

Performance Max represents the culmination of Google’s efforts in AI-driven advertising. This innovative campaign format leverages AI to automate and optimize every aspect of advertising, from bid and budget management to audience selection, inventory, and creative rotation. All these features are automated, distributed across Google’s entire advertising inventory, and guided by the various signals the platform has access to.

How Does It Work?

Performance Max uses complex signals, including information provided by the advertiser such as landing pages, creative elements, conversion goals, budget, geographic targeting, and performance data. Advertisers can also specify high-performing audiences and search themes to refine automated targeting.

This format evolves rapidly, with Google regularly introducing new features to generate, modify, and enhance creative elements directly on the Google Ads platform. The latest announcements from Google Marketing Live in May highlighted several notable improvements. We anticipate that Google will continue to develop and enrich Performance Max to better meet advertisers’ needs as AI evolves.

Advantages and Limitations of Performance Max

Our team of search experts, which includes 30 people between Montreal and Toronto, shares the benefits and limitations of PM.

Advantages

1. Maximized Reach: Discover new customers across Google's entire inventory and channels, including YouTube, Display, Search, Discover, Gmail, Maps, and more.

2. Conversion-Based Optimization: Targeting and optimization are centered around specific conversion goals, such as online sales, lead generation, or offline sales.

3. Retour sur investissement amélioré : optimisez les opportunités de conversion pour un meilleur retour sur investissement avec des ajustements automatisés des enchères et des budgets.

4. Opportunity Identification: Analyze audiences, search trends, and other performance-influencing factors for precise adjustments.

Limitations

1. Limited Visibility: Restricted access to detailed performance data and allocation of investments across different channels.

2. Clear Goal Definition Required: A clear definition of goals is necessary to effectively direct the algorithm towards desired conversions.

3. Minimum Budget: An average budget of $3,000 per month is recommended to run a successful Performance Max campaign.

4. Learning Period: Approximately four weeks are needed to stabilize and optimize campaign performance.

When Do Our Experts Recommend Performance Max?

We recommend using the tool for campaigns that meet the following criteria:

• When you have a specific conversion goal to optimize.

• For ongoing campaigns rather than short-term or one-time campaigns.

• If you want access to Google’s entire inventory and partner networks.

• If you want to leverage automation in campaign management.

• When you have solid first-party data to guide the AI.

• If you have a diverse range of creative elements to utilize.

Performance Max reaches its limits for campaigns that meet the following criteria:

• For awareness or engagement/consideration objectives.

• If you need robust brand safety measures and inventory control.

• If you require full transparency on inventory and performance.

• For short-duration campaigns or those targeting very specific audiences.

• If you have specific budgets allocated per channel.

An Evolving Product

Performance Max is at the forefront of advertising innovation at Google, benefiting from continuous improvements. Google has already introduced additional security features, such as third-party verification on YouTube via IAS, and other enhancements are expected.

Performance Max represents an innovative opportunity for advertisers ready to embrace advanced automation and explore the full potential of Google’s advertising inventory.

The proportion of media budgets managed on an auction basis is steadily increasing, putting a growing share of investments at risk of potential bid manipulations. Several documents made public during a 2023 lawsuit against Google revealed such tactics, and some of these revelations could resurface in the new trial against Google, which started last Monday (September 9) in Virginia. The security of brands on platforms with virtually unlimited advertising inventory, largely generated by users, requires constant validation of protection mechanisms for advertisers.

In this context, it's crucial not to let platforms optimize without ensuring that auction mechanics genuinely serve advertisers' interests. The CASA initiative by OMG (Council on Accountability and Standards in Advertising) aims to bring more control and transparency to advertisers by collaborating directly with major players in the media channels commonly used in the industry. Specifically, CASA’s mandate is divided into three areas:

1. Empower buyers against media entities.

2. Standardize operations across platforms.

3. Ensure the accountability of partners to their commitments.

This initiative has a global reach and covers social platforms, CTV, retail media, SSPs, display, and streaming audio. For each channel, the committee evaluates leading partners based on seven universal advertiser rights and corresponding pillars for the platforms.

Here are some examples illustrating the progress achieved by CASA over recent quarters:

• CTV: Detailed delivery reports down to the program title on NBC Universal, a first in the market. Partnership with Double Verify and IAS for delivery verification.

• Retail Media: Inclusion of a "Randomized Control Testing" model to validate the incrementality of investments in collaboration with major "retail media" solution providers in North America.

• SSP: Segmentation of technology fees in cost reports, by transaction type.

This is an ongoing effort that evolves each year and expands with the successes achieved and market changes. Such initiatives require highly specialized staff, centralized operations for all covered markets, and the strength of a large network to generate significant results with the involved partners. Omnicom Media Group’s mission to deliver value to its clients and contribute to a high-performing and healthy media ecosystem for the entire industry goes beyond this global initiative. Feel free to share your challenges with us to discuss our innovative and developing solutions, supported by experts in our agencies across Canada.

Despite the growing fragmentation of video content offerings, television continues to play a central role in Canadian households. The 2024-2025 season looks promising, with numerous new shows, highly anticipated returns, finales, spin-offs of classics, and much more that are sure to captivate Canadians!

Viewing habits are evolving, with a noticeable trend toward delayed viewing, especially for drama series. However, certain shows like "Le Tricheur" continue to stand out for their live popularity. Sunday evenings also remain a prime time for family variety shows, where live broadcasting retains its magic.

Québec's Programming

Speaking of magic, viewers' passion for their favorite shows has even led to the revival of the series "Nuit blanche." Thanks to a petition supported by its loyal audience and the involvement of many industry players, "Nuit blanche" will make a comeback this fall with a second season on Séries Plus. This is also about supporting local media!

Young people (18-24 years old) are also tuning in. Although they watch less television, they are still very present in reality shows such as "Sortez-moi d'ici," "Survivor," "Occupation double," "Révolution," as well as on sports channels.

For all types of purchases, our audio-video specialist team always ensures the perfect balance between flagship shows, new releases, and special formats to maximize investments and campaign reach.

This fall, TVA will surprise us with "Les Armes," a gripping series that will immerse us in the world of the military, a theme rarely explored in Quebec series. Radio-Canada also catches our attention with its investigative series "Dumas," a favorite of our audio-video investment team. Don't miss "Quel talent!," the Quebec version of "Canada’s Got Talent" on Noovo. Télé-Québec, on the other hand, is offering its first adventure competition with "Épique." Exciting television opportunities are emerging across the province.

And of course, the evening of December 31, 2024, with the traditional "Bye Bye," remains a must-see and a unique opportunity to reach 4.6 million viewers, representing 61% of the province, or the equivalent of 27 Taylor Swift concerts in a fully packed Bell Centre!

English Canada Programming

On the anglophone side, many changes are expected. The arrival of Amazon in the field of hockey broadcasting in Canada and Rogers' acquisition of broadcasting rights for various American stations like HGTV, Food Network, and Discovery, will certainly reshape the Canadian television landscape.

Anglophone broadcasters continue to showcase their major successes while introducing new and original content. New versions of classics like "Matlock" (Global), sequels such as "George & Mandy’s First Marriage" (CTV), and spin-offs like "NCIS: Origins" (Global) are on the way. However, the dramatic newcomer to watch, in our opinion, is "Brilliant Mind" (City). It's also worth noting for "Blue Bloods" fans that the series will bid farewell this year after 14 seasons.

Finally, the Super Bowl in February remains an unmissable event, still bringing Canadians together around their TVs. In English-speaking Canada, this major event attracts nearly 5.6 million viewers. Whether you're a sports fan or just curious about the halftime show, it's an opportunity not to be missed to integrate your brands.

No matter the target audience you're aiming for, television remains the most effective medium in a media mix strategy to create and maintain brand awareness.

Our "Filtered by Milk" campaign for Les Producteurs de lait du Québec aimed to promote milk to Generation Z. At the heart of this initiative lies the nostalgia of the 1990s-2000s, a period highly cherished by this generation, brought back to life through its trends and updated codes.

"Three-quarters of 16-24-year-olds consider advertising to be intrusive. Respecting the codes of a generation that sets its own advertising standards is the real challenge. We had to integrate into environments with a high concentration of our target audience to engage them without causing irritation. By opting for a strong influencer component and ensuring a presence at multiple touchpoints, we did everything possible to connect with their genuine interests and habits," explains Gabrielle Côté, Media Director at Touché!. "A key pillar of this media strategy is our partnership with Bell Media, which includes the broadcast of a special show on September 3, 2024, on Noovo, dedicated to reviving MusiquePlus, a true icon of the late 1990s."

To learn more about this innovative initiative, we spoke with Elisabeth Mac Neil, Multiplatform Strategist at Bell Media, who was involved in the project from conception to completion.

Hi Elisabeth! What did the Bell Media team think of the idea to bring MusiquePlus back for one night?

Elisabeth: From the very first discussions, the idea of reviving MusiquePlus really excited us. It was a creative, unique, and refreshing proposal that broke new ground. We were thrilled that Touché! thought of us for this project, especially at a time when 90s-2000s nostalgia is making a strong comeback in the industry. This partnership is truly stimulating and perfectly aligned with our brands.

What does MusiquePlus represent to you?

Elisabeth: For me and my team, MusiquePlus represents an iconic television era, marked by creative freedom and public engagement. It was an unfiltered channel where anything seemed possible, and it launched many artists who are still beloved by Quebecers today. This project goes beyond mere creativity; it's about reviving a channel that profoundly shaped the 90s-2000s. It's a very emotional project for the Bell Media team, leading us to share memories and anecdotes about our favorite shows among colleagues. Many media professionals had also worked closely with the channel when it was on air. This speaks to MusiquePlus's lasting impact in Quebec.

What does it involve to bring back a show that hasn’t aired in 20 years? 

Elisabeth: This project required close collaboration across all teams, including Remstar, the owner of the MusiquePlus brand. It was about respecting MusiquePlus's DNA while updating it. The main challenge was casting, as many popular artists were on tour or vacation, though they were all enthusiastic about the project! With tight deadlines—the decision was made in early April, and filming took place in August—everyone gave their best to ensure the project was completed on time.

Do you have any fun fact to share about the realization of this campaign?

Elisabeth: This project generated genuine excitement within the team, especially with an internal generational "clash." Those who grew up with MusiquePlus shared their memories, while younger team members discovered this culture. It was a project that brought people together, and even those who had never watched MusiquePlus had something to say about it.

How was the collaboration with Touché! LG2 and Zone3 on this project?

Elisabeth: The collaboration was excellent. Everyone involved was committed to the success of the project. The key was openness, transparency, and agility. This type of project strengthens the trust between teams and encourages the desire for similar collaborations in the future. Working on a project that generates so much enthusiasm, both professionally and personally, has been an incredibly rewarding experience for all of us.

In 2023, Canadian Tire launched its Women's Sports Initiative (WSI), a multi-million dollar investment aimed at allocating at least 50% of its sponsorship funds to professional women's sports by 2026. This initiative also includes a dedicated media fund to increase the visibility of women's sports across various platforms.

The Paris 2024 Olympics are the first edition to feature an equal number of male and female athletes, and Canadian Tire's Olympic campaign aligns with this dynamic. To learn more about the behind-the-scenes of this campaign, we spoke with Jean-Sébastien David, Associate Director, and Aishani Roy, Group Supervisor on the account.

Hello to both of you! Can you tell us about the origins of this campaign?

Jean-Sébastien: This year, we noticed a strong commitment from the Olympic committee and France to give female athletes the spotlight they deserve. Canadian Tire took this initiative very seriously and wanted to invest in a campaign that celebrates women.

As an official partner, the Olympics are a tradition for Canadian Tire. What makes this edition unique?

Jean-Sébastien: This edition is unique because it's the first time Canadian Tire decided to dedicate 50% of its sponsorship funds to professional women's sports.  Therefore, we really wanted to emphasize equal communication, highlighting the achievements of female athletes.

Aishani, you've been involved in this campaign from the start. Can you tell us about the process that led to its completion? 

Aishani: The process was long and rigorous, spanning 18 months of work. However, myself with the dedicated Touche team – Marilyne Alie (Managing Director), Samar Majali (AVP of Strategy), Atreyee Dey (AVP of Broadcast), Brittany Khan (Group Director of Strategy), Michelle Mitchell (Client Business Lead), Jean-Sebastien (Associate Director) and Manahil Nadeem (Assistant Strategist) - were able to deliver all the campaign requirements. Although Olympic campaigns take place once every two years, work for the next edition begins as soon as the previous one ends. It surely keeps you on your toes but it’s a unique experience we thoroughly enjoyed.

What is the media strategy behind this campaign and how will it be deployed?

Aishani: Our media strategy is deployed across multiple channels. To promote the Canadian Tire brand and show its support towards women in sports, Touche, in collaboration with Leo Burnett, produced a 30-second video spot titled "Next Legend" to air during the Games. We also leveraged an exclusive partnership with CBC and Radio-Canada for the coverage of the Games, which includes musical montages to air during the opening and closing ceremonies, In-Game Women in Sports video essays, interviews, and more. The video essays were in collaboration with Shireen Ahmed, a multi-platform sports journalist. Additionally, a partnership with TikTok was included to showcase female athletes’ journey from how they started to how they have become an Olympic athlete now.

To watch the video: https://vimeo.com/993027572/d3db3c6c52?share=copy

Who did you work with on this campaign, and how did the collaboration go?

Jean-Sébastien: The collaboration was intense and complex due to the involvement of several partners: Leo Burnett for creative work, Veritas for public relations, our client Canadian Tire which include the strategy and digital team, as well as CBC and Radio-Canada. Each of us had to adhere to specific time slots, and the negotiations to secure the best broadcasting times were very tight. We worked closely together to optimize every investment, especially in the current economic climate. Touché! played a crucial role in the negotiations, ensuring we maximized the value of every campaign element.

Aishani, do you have any final thoughts on your work on this campaign?

Aishani: Working on an Olympic campaign is a unique and intense experience. There's a lot of work to be done but it surely provides all of us with great exposure and learning experience. I strongly resonate with empowering women in all aspects of life, and so it's rewarding to know that we've contributed to an edition of the Games that truly celebrates female talent.

Volkswagen's "Sans Émission" campaign successfully transformed unexplored late-night TV slots into an innovative media platform. Featuring Pier-Luc Funk, the brand ambassador in Quebec, the campaign promoted Volkswagen's ID.4 model.

Thanks to strategic pre-promotion and collaborative execution with Bell and Noovo, this campaign blurred the lines between reality and fiction, capturing the attention and enthusiasm of Quebec viewers. The primary goal was to raise awareness about Volkswagen's electric vehicle offerings in a province largely dominated by Tesla.

Awarded multiple times by the industry, including at the Concours Idéa and M&M awards, this campaign also won a Silver Lion at Cannes. To learn more about the behind-the-scenes of this bold campaign, we interviewed Émilie Bertrand, Associate Director on the account.

Hi Émilie! Can you tell us about the collaboration with Bell?

Émilie: Two years before the campaign took place, the idea was born with the creative agency. The real question was: can it be done? Bell was the only broadcaster with available "off-air" slots, so we naturally approached them with our idea. They immediately jumped on board; the collaboration with them was truly a charm! The idea was to create a fake show, and Bell proposed several tailored solutions, navigating through our constraints. They showed great flexibility, both in terms of the release date and budget.

Did Volkswagen fully embrace the project?

Émilie: Honestly, convincing Volkswagen was a challenge! The clients wondered why pay for a nighttime broadcast when there’s no audience at those hours. But we believed so much in this project that we didn't give up, and perseverance paid off! After four to five presentations to the clients, the campaign was accepted at the end of April 2024, for a June release. Our long-standing relationship with Volkswagen certainly played a crucial role. When I was told that Noovo had approved and filming was starting, I couldn’t believe it! In the end, the clients are very happy with the success of this beautiful project!

"Sometimes an idea lands on your desk which you just know is so creative and so original that you have to simply buy in. the Touche team was incredibly passionate and diligent to get this project over the finish line; always keeping their spirits up even when faced with continuous headwinds. They were an absolute pleasure to work with – as always – and were integral to the successes of ‘Sans Emission’."

- Mark Dicks, Director of Retail Marketing, Volkswagen Canada

Did Pier-Luc really shoot for 4 hours?

Émilie: One of the key elements of the campaign was Pier-Luc Funk’s participation. In fact, we produced 45 minutes of content spread over four hours. It was a mix of scripted segments and improvisation. Convincing Pierre-Luc was not difficult; he jumped on board right away. It was clearly in his wheelhouse.

Do you have a fun fact to share about the campaign's conception?

Émilie: For the launch of the "Sans émission," we mimicked the launch codes of a classic series. We contacted influencers to share the show live on their social platforms to attract an audience. The morning after the broadcast, an influencer contacted us saying he had set his alarm for the wrong night and missed the broadcast. It made us laugh; it’s not often you have to set an alarm to watch a show in the middle of the night!

And finally, how does it feel to win a Cannes award?

Émilie: It still feels unreal to me how big a Cannes Lion is! It really caps off my career in advertising beautifully. For my colleague Vincent, who is just starting his career and worked closely with me on this campaign, it’s incredible! Seeing this project we believed in so much and worked so hard on being recognized by the industry is a great pride for us.

To learn more about the campaign and read the case study: https://www.touchemedia.com/en/our-work/sans-emission/

The world of Marketing Mix Modeling (MMM) is undergoing significant changes. Since the beginning of the year, several players (agencies and digital platforms) have positioned themselves with AI-based marketing mix modeling solutions. The new miracle solution to understand the impact of your media activities on your business results!

A solution that could cost you up to 40% of the revenue generated by your marketing activities, according to the founder of MeasureMonks, a firm specializing in the field.

Why? Because an AI model doesn’t know what it doesn’t know. Artificial intelligence cannot "see" what is not in the data (internal and external contexts). This skews the results. Every time a variable or an important context is missing, you get a distorted view of your marketing performance. And you make bad decisions based on these falsehoods.

Seventeen marketing experts signed an open letter published by the World Advertising Research Center (WARC), including Les Binet and Dr. Kite Grace, authorities in marketing and statistical modeling. They warn against using artificial intelligence as a solution for MMM. The human factor remains essential, if only to know how to use artificial intelligence. Thus, you always need a statistical expert to manage the modeling and ensure that the model is sound, and a marketing expert to correctly interpret the modeling results and make actionable recommendations.

Google Meridian is an "open source" platform. The quality of the models will depend on the expertise of your own resources, as Google offers no support for its AI modeling tool. This will cost you an expert in advanced statistics. I have also read analyses conducted by firms with modeling specialists (PWC, Nielsen). They produce incomprehensible reports for marketers, filled with various coefficients, without any marketing insights. Be aware that Omnicom Media Group supports you on both fronts with experienced statisticians and marketers, as evidenced by several dozen models developed from our offices in Montreal and Toronto over the past few years, whose effectiveness has always been demonstrated.

The new miracle solution may be tempting, but I would like to quote Nancy Smith, CEO and President of Analytic Partners: “Don’t be a guinea pig to inexperienced vendors.” Now it's my turn to offer you two options:

- On one hand, the choice of knowledge, a path that may be longer but will reflect your business reality.

- On the other hand, the comfort of a reality simulated by artificial intelligence, but which actually keeps you in ignorance.

Sources:

Marketing Measurement | Marketing Effectiveness| Media.Monks

An open letter to marketing departments from experts on evaluating advertising | WARC

Marketing evaluation experts warn of dangers of AI (marketingweek.com)

Four times a year, we invite you to our Data for Breakfasts, an opportunity to bring together our clients and discuss hot topics in the industry. Here's our key takeways from the last edition.

The television and video industry is undergoing important transformations, presenting both challenges and opportunities for advertisers. Our focus for this edition of our Data for Breakfast was to explore these changes and understand how to effectively navigate the evolving landscape.

Linear TV is Here to Stay

Recent research by the Institute of Practitioners in Advertising (IPA) has highlighted the power of video in enhancing brand metrics such as awareness and purchase intent. Video not only drives short-term ROI but also has substantial long-term benefits.

Today’s video landscape comprises several key formats:

• Linear TV: Traditional scheduled viewing on television.

• BVOD (Broadcast Video on Demand): Streaming options provided by traditional broadcasters. Ex: Tou.tv

• SVOD (Subscription Video on Demand): Platforms like Netflix and Disney+ offering ad-free content for a subscription fee.

• AVOD (Ad-supported Video on Demand): Free content supported by ads, available on platforms like YouTube and ad-supported tiers of SVOD services.

The lines between these formats are increasingly blurred. For instance, many SVOD platforms now offer ad-supported options, making them functionally similar to AVOD.

In English-speaking Canada, SVOD subscriptions have surpassed linear TV, a trend that started about six years ago. However, linear TV still commands the highest weekly consumption, especially among older demographics. Despite the growing subscription base for SVOD, there has been a slight decline in 2023, indicating possible subscription fatigue or the impact of rising living costs.

Traditionnal TV remains a vital component of the media mix. It continues to attract significant viewership, especially for sports, news, dramas, and reality programs. Premium events, such as the Bye Bye show in Quebec, still draw massive audiences.

Traditional broadcasters are adapting by offering new advertising formats like in-play ads during live sports, countdown ads at the start or end of breaks, and creative overlays during credits. Self-serve platforms like Cynch allow advertisers to target specific audiences and track campaign performance, enhancing the precision and effectiveness of TV buys.

Digital Video is Advancing, but is still in Evolution

The shift towards Connected TV (CTV) has accelerated in recent years. The rise of on-demand services and internet-enabled TVs has transformed the way audiences consume content. Demand-side platforms (DSPs) like DV360, The Trade Desk, Amazon, and Yahoo have made it easier to integrate CTV into overall video strategies, allowing for data application, frequency management, and inventory access through auctions or reserved buying.

Exclusive content partnerships, such as Amazon’s deal for Monday Night Hockey and Fubo TV’s rights to the English Premier League, are attracting new viewers and enhancing platform appeal. Additionally, CBC's plan to offer Olympic content programmatically through The Trade Desk exemplifies the growing integration of live events into digital platforms.

However, the fragmented nature of these platforms presents challenges in deduplicating users across different services. While measurement tools are not yet perfect, the high attention and growth of CTV make it an essential part of the video strategy. Innovations such as ads overlaid on paused content and curated content sponsorships are examples of new formats gaining traction.

The Importance of Unified Video Metrics

Achieving the right balance between different video formats involves considering various factors such as cost, targetability, and frequency of purchase. Unified measurement remains a challenge, with agencies citing the lack of cross-screen measurement as a barrier to growth. Solutions like Numeris VAM provide valuable insights but have limitations, particularly in distinguishing between subscription and ad-supported viewership.

So what can we do with what we have now? Omnicom Media Group's proprietary planning tool, OMNI, leverages audience propensity data, channel reach curves, and attention norms to create effective media plans. The tool helps in balancing the mix of premium, curated, and open inventory to optimize cost per second viewed.

Preparing for the Future

Looking ahead, the video landscape will continue to evolve, with linear TV maintaining its significance despite declining viewership. The digital boom presents new formats and opportunities, but the industry must strive for unified metrics to measure media performance accurately.

Addressable television in Canada lags behind the US due to infrastructural and regulatory challenges. However, the integration of linear TV with digital video, precision targeting, and data-driven optimizations will drive future growth. As advertisers push these boundaries, a holistic approach to video will emerge, blending the strengths of both traditional and digital formats.

We believe, the evolution of TV and video requires a nuanced understanding of the landscape, strategic use of data, and an adaptable approach to media planning. By staying attuned to these changes, advertisers can effectively navigate this dynamic marketplace and maximize their reach and impact.

The AI conference day at C2 Montréal was a profound exploration of the challenges and opportunities presented by this rapidly growing field. Here are four key takeaways that resonated with the Touché! team.

Atypical Intelligence and Neurodiversity

The discussions began with an exploration of atypical intelligence and neurodiversity. The Touché! team was struck by the idea that technology could play a crucial role in enabling people with atypical intelligence to express emotions that might otherwise be inaccessible, thus opening new perspectives on the diversity of intelligence in our society.

There was a clear consensus on the urgent need for leaders to effectively guide and represent the various forms of atypical intelligence. This topic resonated strongly with Touché!, aligning directly with our ongoing efforts. We are currently training all our managers to identify barriers to neurodiversity inclusion, adopt inclusive practices to support neurodivergent colleagues, strengthen the ability to create a psychologically safe environment, and consider actions tailored to the organizational context.

Panelists highlighted the lack of diversity in leadership positions and called for more equitable representation in decision-making spheres, recognizing that neurodivergent diversity can lead to greater creativity in leadership and creative groups.

Regeneration and AI Use

Another discussion that captured our team’s attention was the role of AI in regeneration, particularly in health, biodiversity preservation, and supporting Indigenous communities. A significant point was the potential of AI in preserving Indigenous languages, optimizing health data tracking, and ecosystem preservation, emphasizing the importance of creating value rather than merely seeking efficiency.

Diversity and Representation

The importance of diversity and representation in AI was also a key focus. Panelists stressed the need for genuine diversity, both superficially and in decisions and policies, calling for thorough consultations with affected communities to ensure authentic and meaningful representation. This topic is particularly relevant to Touché!, as evidenced by the agency's numerous efforts. Touché! is proud to offer accommodations tailored to individual employee needs, continuously evaluate its practices and policies to ensure equity, provide annual EDI training, and offer specific recruitment training to raise awareness among managers about inclusion and diversity.

Ethics and Regulation

A deep reflection on crucial issues surrounding democracy and global governance in the AI era was also engaged. Discussions highlighted the challenges posed by the rapid pace of technological innovation and the need for a new political order to address global challenges such as AI and climate change. Participants expressed concerns about trust in traditional governments and institutions, underscoring the need for more inclusive and ethical governance to advance humanity in this era of rapid transformation. It is crucial to align incentives across all stakeholders and recognize that AI cannot exist in isolation but must be integrated into an ethical and sustainable framework.

“From the media industry perspective, consumer privacy regulation appears imperative to effectively preserve privacy. AI and walled gardens must be regulated to no longer solely serve capitalism. As Canadians, we must use our Western privileges to foster any form of consensus.” - Samantha Kelley, CEO at Touché!

The AI conferences at C2 Montréal were rich in insights and reflections, providing a valuable space to explore the challenges and opportunities of AI in our complex and interconnected society. “The main takeaway is that AI is a tool, and its utility should not be confined to siloed issues. It integrates into multiple dimensions (human, political, ecological, etc.) and its use generates effects that transcend each dimension. It is up to us to direct it based on the mission of creating value, not merely the quest for efficiencies.” - Alexandre Simard, Vice-President of Digital Activation at Touché!