Canadian Ad Insider

The annual event continues to grow each year, and the meticulously crafted schedule has transformed into a forerunner for the Upfronts. It delivers a comprehensive look at the status of CTV in the country, presenting up-to-date and pertinent information for Canadians, as well as in-depth analysis of advancements in the United States.

Media Pulse was founded by Chris Law and Deb Gurofsky, and sold to Blue Ant Media in September 2022 for an undisclosed sum.

The event kicked off with a keynote from Evan Shapiro, who took the stage and offered attendees a masterclass on advertising in the TV industry.  He entertained and informed with the latest industry trends, providing a map of advertising and audience trajectory in the media universe.

Session highlights:

• Mobile continues to be the first thing we touch in the morning, and last thing before we go do bed; it has become our remote control
• One of the major shifts from the last era has been the complete disintegration of the triple play a bundle of services including broadband, telephone, video services Kpay TV
• The last era was Hollywood driven, that started five years ago; today we are in the user-centric era. That's why mobile that remote control that we all use first in the morning and last at night, is at the center of it
• The users now are now in complete control deciding what they want to pay deciding, which services that they want to watch or subscribe to on a regular basis. How many ads are going to watch and we've seeded control of the universe through big Tech the tools that the users use to control their Suite of services, are Big Tech
• The user-centric error requires companies to build their culture, their products, and their models around their users
• Now, almost two-thirds of the population is under the age of 40
• What is important to gen Z in their streaming habits (this is a half a million people around the world between the ages of 17 and 26) - Number one, two, three, and four content content, content, content. Relevancy of he content, the exclusivity and originality of it. The refresh rate. How often does it utilize my neurons? What kind of utility is it? Finally the size of the library
• 'Cord-nevers' (18-34) is almost half of the population
• Netflix is number one, YouTube is number two. Amazon number three, the combination of Disney and Hulu
• 1/4 SVOD signs ups is a serial binger, and cancels before the next billing
• The best data we can get on the return on investment on ad campaigns is coming from digital media, 71% of at least advertising agencies in the US and platforms and brands are investing in their first party data infrastructure
• 60% people who buy video in the United States, buy only on YouTube 

CTV Measurement: Currency or Conundrum?

Speakers: 
Wade Kuiken-Rogers, SVP, Strategy & Partnerships, GroupM
Caroline Bergeron, SVP, Data, Solutions & Digital, Horizon Canada
Alicia Petralia, Head of Media, Zulumatic
Moderated by: 
Mitch Dent, EVP, Media Solutions, Consumer Shows & Publishing, Blue Ant Media

The Master Chef of Creative: Recipes for Performance, Relevance, & Scale

Speaker: Dan Mouradian, SVP, Global Client Solutions, Innovid

Today’s consumers expect relevant and engaging ads. Dan Mouradian shares his secret ingredients for creating successful, immersive and personalized ads that resonate with customers. Learn how to leverage cutting-edge technology and go to market with measurable, advanced creative quickly and at scale. This is a recipe for success that's simply *chef’s kiss*.

P(L)AY Attention — How to Maximize Attention With Intrinsic In-Game Advertising

Speaker: Crystel Debs, VP, Business Development, Games, Anzu

Gotcha! Attention expert Crystel Debs shows how gaming is helping advertisers reclaim consumers’ attention and leave a lasting impression. Prepare to level up your skill set with techniques you can implement to leverage and amplify attention in-game.

Photo Gallery:

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