Join us on January 17, 2019 for French Canada’s Business of Digital: Report on Data. (previously known as Metrics)

IAB Canada 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.

Plus, we reveal the latest Canadian Media Usage Trends (CMUST) results directly affecting French Canada, commission by IAB 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.


Time                   Agenda Items

8:15am – 9:00am Registration & Breakfast

9:00am – 9:05am Opening Remarks, Steve Rosenblum, Director of Research, IAB Canada

9:05am – 10:05am Media Stories: CMUST French Canada Presentation 2018 
Jean-François Bourdeau, Director, Marketing Science, OmnicomMediaGroup

The summer of 2018 has been called “bummer summer ’18” due to a series of events that occurred between June and September 2018. Events included a Thai kid’s soccer team trapped in a flooded cave, the Federal Court’s decision that delayed the building of the Trans Mountain pipeline, the nastiness that occurred during tense NAFTA negotiations, deaths, fires and suicides. We begin this year’s CMUST 2018 by examining and quantifying the attention Canadians paid to 17 key news events over the summer. The priorities we give to these events speak to who we are and the degree to which these stories bind us together as a nation.

Thanks to the internet, and other legacy media, Canadians become aware of these news stories and so once again, it is time to quantify the media landscape in total and French Canada. Media consumption is changing quickly and the extent of change is examined.

There are eight chapters in this year’s CMUST presentation.

1. Devices – 9 routes for accessing the Internet.
2. Mapping Media – by REACH and TIME.
3. E-Commerce – an update.
4. Online Audio – fastest growing channel this year.
5. Video – so important, so massive.
6. Unearthed – the size of the unexplored.
7. Money – share of money/share of time.
8. Summary and Implications.

The presentation of the 2018 CMUST study will be made in French

10:05am – 10:35am Spoken word: the future is 'virtual feedback' & its impact on consumer research
Andrew Grenville, Chief Research Officer, Maru/Matchbox

The way we interact with one another keeps evolving. This presentation will review the results of a series of studies conducted in Canada and the U.S. on alternative methods of recruitment and survey taking—including text, apps, voice to text, video open-ends, passive monitoring, AI-driven chatbots and virtual assistants like Amazon Echo and Google Home. It also looks at the implications for the kinds of questions we ask.

10:35am – 10:45am  BREAK
10:45am – 11:15am Canadian Media Quality in 2018 – Trends & Challenges for Buyers & Sellers:
Dave Mallon, Director, Sales, Integral Ad Science

IAS presents an overview of the media quality trends they've measured in Canada across the first half of 2018 and what these mean for the advertising marketplace. What are the implications of these trends for buyers and sellers looking to meet brands' heightened expectations around brand safety, fraud, viewability and exposure? What are the challenges and considerations specific to Canada when advertising across different devices and channels using different transaction methods?

11:15am – 11:45am Canadian Publisher Panel – “State of Premium Publishing in our Marketplace”

Late September, IAB launched the 2018 “Advertising Quality Measurement Buyer’s Guide & Checklist”, which defined Ad Quality Metrics as a Holistic Approach whereby advertisers should expect their ads to be:
1) viewable, 2) displayed next to brand-appropriate content, 3) seen by real people. Against this backdrop, hear what our panel of experts from leading domestic publishers think about the outlook, opportunities and challenges they face, in today’s marketplace. Also, how have data privacy concerns impacted Programmatic Guaranteed; is Contextual Targeting enjoying a renaissance? Has ads.txt adoption reversed publisher ad revenue losses from spoofing/counterfeit inventory?

Moderator: Steve Rosenblum,Director of Research, IAB Canada

Andrew Saunders, Chief Revenue Officer , The Globe and Mail
Alexandre Lefebvre, Manager, Digital Ad Tech, Rogers
Alexandre Henault, Senior Strategist, Omnichannel Revenue and Data Management
Ilya Daftari, Director of Performance Media, OmnicomMediaGroup

11:45am – 12:00pm  Closing Remarks & Q&A

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