The Business of Digital: Report on Data, is a half day conference with the latest insights into the Canadian consumer and media audience marketplace. If you are a digital or multi-platform professional from the buy, sell, marketer, research or technology sides of the ad industry, this is for you. Get fresh measurement-based take-aways on leading-edge planning / activation challenges, that you can put to work as soon as you return to the office.

Join us on November 27 in Toronto as we reveal the latest Canadian Media Usage Trends (CMUST) study results, presented by widely respected study author, Rob Young of PHD Canada.

In addition to the CMUST results, three leading Canadian research/analytics presentations will be unveiled.

What is CMUST?
Since its inception in 2004, IAB Canada’s Canadian Media Usage Trends Study (CMUST) is the only Canadian study crossing all major media and combining each channel’s research audience currency of record. The study documents consumers’ changing media consumption across all media as digital technologies impact the lives of Canadians. It focuses on how new devices and new types of content are triggering ways consumers devote more and more time to the Internet. This includes Car Connectivity, Wearables, Multi-platform data from Vividata, the impact of Smart TV and Smart Speakers and more.

Following the Report on Data event in Toronto on November 27, 2019, join us for the AGM. A year in review and what to expect for 2020. Please note, the AGM is for IAB Canada members only and is free to attend. 


Time  Agenda Items

12:30 – 1:00pm  Registration

1:00 – 1:05pm Opening Remarks, Steve Rosenblum, Director of Research, IAB Canada

1:05 – 1:30pm IAB Canada Update – International Policy, the Great Data Leveler,

Sonia Carreno, President, IAB Canada

IAB Canada has been tracking Privacy Policy since the early days of PIPEDA. In fact, it’s been the focus of our policy efforts for years. But recently, the game has changed. International regulations are beginning to impact how business is being done within our own borders and likewise, Canada may be in a position to set some important global precedents on its own.

IAB Canada’s President, Sonia Carreno has been in the forefront informing and helping our Canadian members prepare for a host of policy issues that could change the way the industry operates in the coming years. Don’t miss her latest IAB Canada Update on International Policy, the Great Data Leveler.

1:30 – 2:30pm CMUST 2019, Rob Young,  Senior V.P. Marketing Science, PHD Canada

Last year’s CMUST presentation tracked consumer interest in important, high profile Canadian “stories” that took place throughout the summer of 2018. Stories are critical to the media business because the media use stories to capture consumer attention and then monetize that attention in the form of data sales, subscriptions and advertising revenue.

CMUST ‘19 focuses on one new, very high-profile Canadian story from the summer of 2019; the Toronto Raptor’s run up to the 2019 NBA championship. Game 6, on June 13th, 2019, was a TV story, a social media story, a communal viewing story, a street party story; and all these stories are of interest to the media observer. More importantly, the Raptor’s success triggered a nationwide conversation about diversity.

Ethnic or multicultural marketing is a hot topic today, and the CMUST’19 presentation will provide a DiversityBlueprint – a clear quantification of the diversity that exists in Canada, Toronto, Montreal and Vancouver. Good marketing begins with clear measurement.

CMUST ’19 will also update the data behind Device Usage, Media Consumption, Online Audio, Online Video and overall Internet Consumption, as well as a review of how advertisers spent their 2018 media dollars compared to how consumers spent their 2019 hours by medium.

There are two important new media measurement initiatives at play in our country; Video Audience Measurement from Numeris and a new Out of Home measurement approach from COMMB. You’ll get a 4-minute summary of how this measurement is happening.

CMUST’19 will then summarize and lay out some of the implications of Canada’s fast changing media business.

2:30 – 2:45pm Break

2:45 – 3:15pm  Changes and Pressures on the Third Party Cookie
Ian Hewetson, GM Eyereturn, VP Sales Torstar & Jamie Armstrong, Director, Analytics, Eyereturn

The holy grail of digital targeting and attribution has often relied on the tracking of individual users and devices. But with this kind of tracking under fire from multiple angles, marketers are looking for an alternative.
One effective approach can be a combination of geographic signals, census, first party publisher and sales data, presented through real-time visualization dashboards.
Through real world examples, Eyereturn will show how meaningful measurement and optimization does not have to rely on device level tracking.

3:15 – 3:45pm Bringing Accountability to Media: The Story Beyond Impressions & Clicks
Amina Mattern, Head of Strategy, Loblaw Media

Measuring the true success of advertising is challenging. Moving beyond traditional CPM, reach, engagement and other proxy success metrics – we set out to measure sales lift to determine if our advertising has a causal effect on increased sales and basket size in our bricks and mortar stores.
Sales lift is the gold standard for measuring advertising effectiveness today. The challenge? Advertisers are unable to do it because they cannot accurately identify their customers both online and offline – a critical capability when 95% of CPG sales still occur in-store.
We have a unique opportunity to connect the targeting with the purchase through of our PC Optimum program, comprised of 18M members.
Together, our purchase-based targeting and back-end loyalty results provide a powerful and robust solution. Learn more about the value that has been unlocked with our 1st party customer data and early results.

3:45 – 4:15pm Passive Digital Measurement in Canada: Capturing the Digital Consumer
Pat A. Pellegrini, Ph.D., President & Chief Executive Officer, Vividata

In summer 2019, Vividata and its partners RealityMine, Delvinia and Ipsos, launched the first of its kind Canadian digital passive measurement panel, representing a sea change in digital behavioural data availability to Canadian marketers, agencies, media companies and publishing platforms.
Through passive metering technology, the mobile and cross-platform digital behaviours of consumers is accurately collected including detailed web, search, streaming media and app usage across mobile devices, tablets and PCS, from Android, iOS, Mac and Windows devices. From reports and API feeds, to the integration of digital data to the Survey of the Canadian Consumer, digital, cross-platform and cross-media data availability will be unprecedented.
This presentation will quickly describe the genesis of the multi-partner measurement strategy of Vividata, followed by the first look at mobile digital consumer and media data from the newly launched panel. The exciting and rapid transformation of consumer and media measurement in Canada as envisioned by Vividata and partners concludes the presentation.

4:15 – 4:20pm Closing Remarks, Steve Rosenblum, Director of Research, IAB Canada

4:25 – 5:00pm IAB Canada AGM

5:00 – 6:30pm Cocktails + Networking

Thank you to our Sponsors

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