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As the 2026 Upfront/Newfront season kicks off, we sat down with several senior-level media executives to discuss the evolving landscape of Canadian advertising. This exclusive Q&A series provides an inside look at the new programming, partnerships, and strategic investments shaping the year ahead.
Next in our Talking Upfronts interview series, we sit down with Tim Hughes, Managing Director of Cairns Oneil. He has led the shop's digital transformation and growth since joining as its first-ever president in 2021.
The interview addresses key challenges in measurement and what it takes to win an agency's attention.
Beyond just more 'premium content,' what structural or technical innovation does a streamer need to show you to win a larger share of your upfront budget this year?
Tim - Some of the bigger challenges with video content (in all its forms) are understanding who sells which platform (sometimes multiple partners sell the same inventory). Strong measurement remains a priority. Agencies are also interested in multi-channel Reach/Frequency and duplication. Managing frequency is also critical. Despite high advertiser demand for video, a viewer might see the same ad multiple times during a single viewing session, even with frequency-capping claims.
