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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 Dick, 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!

Amazon recently announced that it has reached an agreement with Rogers for the exclusive acquisition of the broadcasting rights for Monday Night Hockey for the next two years, starting from the beginning of the 2024-25 NHL season. This agreement means that hockey fans will now be able to watch Monday Night Hockey exclusively on Amazon Prime Video.

The deal between Amazon and the NHL includes full production of the games, with the hiring of local Canadian talent to ensure the quality of production. Although not all details of this agreement have been disclosed yet, it is confirmed that long-time NHL sponsors and advertisers with long-term agreements with Rogers will have a right of refusal. Additionally, Amazon will respect current agreements with its historic clients.

The announcement of this acquisition was made ahead through Touché!, as Amazon's preferred partner, which allowed for discussions to begin with its long-time NHL sponsor and advertiser clients affected by this change.

This acquisition comes at a time when major streaming platforms, such as Amazon, are seeking to acquire live sports broadcasting rights. In 2021, Amazon had already signed an 11-year deal for Thursday Night Football, marking its entry into the live sports arena.

The agreement with Amazon for Monday Night Hockey includes the broadcast of 26 Monday night games, with 22 featuring a Canadian team.

This acquisition offers advertisers the opportunity to engage and measure audiences at every stage of the consumer journey. It will now be possible to link Prime Video views to e-commerce data, thus offering advertisers the opportunity to target audiences at various points in their purchasing journey. This reduction in the number of advertisers and the increase in the number of viewers will likely attract the interest of new advertisers.

This is a strategic move for Amazon, considering the growing value of live sports in the Canadian media landscape, underscoring the increasing importance of streaming platforms in the sports domain.

Google continues to innovate to make the search experience smoother and more enriching for users. Discover here the latest features that promise to change the way we search and interact with search results.

1. Circle to Search

By simply circling on your screen, you can select images, text, or videos and instantly find the information you need. This feature has been available since April on some Android phones in a testing phase. With significant long-term potential for retail, this innovation promises to simplify the search experience like never before. You can see this feature in action here.

2. Search Generative Experience (SGE)

Search Generative Experience (SGE) Another interesting innovation is the Search Generative Experience, Google's new search experience that uses generative artificial intelligence to provide more information and context during searches. Launched in beta in 2023, this feature could revolutionize search practices. Although the format is still in beta for now, our team is closely collaborating with our partners at Google to test this feature and fully leverage the Google search ecosystem.

3. Gemini : la réponse de Google à ChatGPT

Gemini: Google's Answer to ChatGPT Gemini, Google's conversational platform, represents a direct response to ChatGPT, offering similar features such as answering questions, creating content, and simplifying text. Already launched in the United States and now available in Canada, Gemini is accessible in English and French, as well as in 40 other languages. This platform is also being tested in some Google applications, such as Google Ads, to provide text suggestions and recommendations. Although it is a promising tool, it is essential to consider associated risks, including verifying sources used and ensuring privacy of shared information. This feature is undergoing careful study by our SEM and SEO teams to fully leverage artificial intelligence for ad creation and writing, as well as keyword optimization.

While these innovations have not yet disrupted the search engine advertising market, they offer opportunities to explore in SEO and SEM to better prepare for these changes in the search ecosystem.

"With the gradual phase-out of Google's third-party cookies scheduled for the end of 2025, it becomes essential for brands to explore and adopt alternative measurement solutions that do not rely on cookies before reaching this deadline." Simon Paris - Digital Supervisor, Performance.

Google recently announced significant changes regarding reporting features in Campaign Manager 360 (CM360) and Display & Video (DV360), Google's two proprietary platforms for ad management. These modifications will lead to the disappearance of several crucial attribution metrics, necessitating adaptation for advertisers. Here's an overview of what will change and the impact it will have on measuring your campaigns.

Disappearance of cross-environment metrics

Cross-environment metrics are essential for tracking conversions across different devices and environments. They allow advertisers to understand user journeys across various touchpoints, even if they switch devices after interacting with an ad. Unfortunately, all metrics related to the multi-device environment will no longer be available, including key indicators such as total conversions, revenue, conversions per click and view, with reference to the multi-device environment.

Depreciation of attribution reports

In addition to the removal of cross-environment metrics, Google also announced the disappearance of several important attribution reports. This includes reports such as assisted conversions, first-touch attribution, top conversion paths, attribution delay, and path length. These reports provide crucial insights into user behavior and the effectiveness of advertising placements.

Why does this matter?

These changes come at a time when the advertising industry is facing diminishing reliability of cookie-based data. Cookies, which have long been used to track user behavior online, are becoming less effective due to increasing restrictions related to data privacy. This makes traditional attribution metrics less reliable and forces advertisers to rethink their advertising performance measurement strategies.

In light of these changes, it is essential for advertisers to prepare accordingly. This may involve exploring alternative advertising performance measurement solutions, such as using proprietary data or implementing attribution models based on non-cookie-related methods. Advertisers must also stay informed about future developments in this field and be ready to quickly adapt to changes in the digital landscape.

Mixed Marketing Modeling (MMM) is a statistical analysis used to determine the optimal allocation of resources among different media channels, to maximize return on investment (ROI), and achieve marketing objectives (sales, awareness, etc.) for an advertiser. MMM involves analyzing data on media investments, sales, and other relevant parameters to identify patterns and relationships between different marketing inputs and outputs.

In the context of transitioning to a cookieless ecosystem, where traditional methods of tracking user behavior through cookies are becoming less effective due to privacy concerns and regulatory changes, MMM becomes a crucial solution for advertisers. It offers a holistic view of marketing performance across channels without relying on individual user data. It is a complementary measurement solution to clean rooms, as MMM results help to connect individual data silos into a comprehensive view. By integrating MMM projects into marketing planning, companies can better understand the effectiveness of each media channel, allocate budgets more effectively, and make data-driven decisions to optimize campaign performance in a cookieless environment. This approach becomes even more crucial in an environment where transparency and neutrality are priorities.

Google and Meta's MMM Initiatives

On March 7th, Google launched its open-source mixed marketing model, called Meridian, thus offering an innovative solution to measurement challenges. According to Google, this methodology focuses on search impact more comprehensively, opening up new perspectives for advertisers.

Meanwhile, Meta (formerly Facebook and Instagram) has invested in MMM with the launch of Robyn, demonstrating the increasing importance of this approach in the digital advertising landscape.

Despite the potential benefits of MMM, questions remain about the neutrality of the technological platforms deploying it. Historically, Google and Meta have tended to favor their own measurements, which can lead to biased attribution of results in their favor. Recent incidents, such as Google measurement errors and changes to search algorithms, raise additional concerns about the reliability of data provided by these platforms.

The Role of Modeling Specialists

Faced with these challenges, it is essential for advertisers to exercise critical discernment when evaluating MMM offerings. Touché! and Omnicom Media Group (OMG) advocate for a nuanced approach to measuring various marketing strategies, recognizing the complexities involved in obtaining accurate and meaningful results. Neutrality and a thorough understanding of media channels in their context are fundamental concepts that enable MMM to generate unbiased and reliable recommendations.

This is why modeling specialists must remain independent of the commercial objectives of advertising players while having access to media experts who have a 360-degree view of all factors included in the modeling.

As MMM continues to evolve, it is crucial for advertisers to choose partners who offer direct support, deep expertise, and total transparency in their practices. Internal MMM solutions, such as those offered by Touché! and OMG, offer distinct advantages in terms of customization, direct support, and accountability. By partnering with trusted partners and asking relevant questions about their methods and expertise, advertisers can ensure that their investment in mixed marketing modeling pays off in a constantly evolving digital environment.