2016⁄17 daD@ eS A definitive source for the media marketplace g THE BUSINESS OF MEDIA: The latest stats and insights on traditional, digital and emerging media MEDIA CHANNELS: Advertising spend in a slow economy CONSUMER DATA AND TRENDS: Adapting to changes in the consumer landscape 2 LETTER FROM THE CHAIR | CANADIAN MEDIA DIRECTORS’ COUNCIL The media challenge today is that we need Welcome to the to deliver across the continuum, from communications planning right through to Canadian Media programmatic offerings—tasks that truly sit at opposite ends of the spectrum, or so you Directors Council’s might think. The reality is that these and all a media planner LETTER FROM THE CHAIR the needs in-between are driven by two key makes and the only M way a marketer should i factors—consumer behaviour and data. c 2016–2017 edition of h e approve such a plan. le P Without a strong knowledge of their consumer a It requires fact-based u the Media Digest. c base, marketers are lost. How will they know hu decision-making. k where to place their communications, what is the | C Much thought and effort has been put into providing ha ir, Within this guide, you will you an invaluable guide to help you navigate the best angle for capturing attention and how will they CMD C find a wealth of information to continuously evolving world of media. develop strong relationships with their customers? help you start the journey to making We need to know what is influencing consumer those fact-based decisions. A breadth of research, behaviour—just look at the Pokémon Go phenomenon. articles and information on everything from traditional Who would have expected droves of adults (not just television to experiential marketing to VR provides kids) to be stumbling through the streets capturing you with context to help frame your ideas and develop Pokémon creatures? Our Canadian media industry does robust communications efforts. (or at least tries to) forecast what today’s trends are and how they will evolve. To that end, we have put together The Media Digest is the work of many hands. Thanks to a number of pieces on Canadian consumers and the all those who contributed their time and knowledge to various media available to reach them, with perspective make this the best digest to date. provided by the best of our CMDC leadership. As we have all come to realize, data drives everything. And while you may look at tactics such as programmatic as a cheap and cheerful way of driving volume, the reality is that with the right data application, programmatic can be the strongest targeting tool in your arsenal. But to deploy this “weapon,” you need strong foundational data. That is true of every recommendation 3 J a n e t C a l The Canadian Media Directors’ Council is a non-profit industry body CMDC MEMBER AGENCIES la g h a comprised of media agency CEOs representing advertising and media agencies n Carat MediaCom | P working to enhance the effectiveness of marketing communications in Canada. Cossette Media MediaVest re sid e cil nt, un Our mission is to be a leading partner and marcom business adviser to our Dentsu Media Mindshare Can ’ Co adian ctors industry stakeholders by fully leveraging our resources and our sphere of Geomedia Inc. OMD Media Dire influence to: Havas Media Pegi Lee Gross Initiative and Associates Expose high-value Transform Solve barriers Jungle Media PHD Media opportunities performance markers to better results M2 Universal Saatchi & Saatchi Starcom We are a unique organization internationally in that we are a stand-alone media Maxus Time + Space Media agency association focused on serving our client and agency community to MEC UM ensure that the Canadian marketplace is a transparent and accountable place to Media Dimensions do business. Media Experts Walker Media Mediactive ZenithOptimedia ERRORS AND OMISSIONS The contents of the CMDC Media Digest were written by member agencies of the Canadian Media Directors’ Council, with a few expert exceptions. While we do our best to provide the most accurate and up-to-date information, occasionally errors or omissions can occur. Readers who wish to point out any errors or omissions are urged not to contact Strategy magazine but to email Janet Callaghan, president of the CMDC, at [email protected]. Thank you. Contents 4 CANADIAN MEDIA DIRECTORS’ COUNCIL LETTER FROM THE CHAIR THE BUSINESS CANADIAN MARKET DATA MEDIA OF MEDIA + CONSUMERS CHANNELS 6 TRENDS + ISSUES 36 CANADIAN CONSUMER 51 DIGITAL INSIGHTS 10 2015 CMUST REPORT 55 MOBILE 45 CANADA VS. U.S. 2 5 21 NET ADVERTISING VOLUME 33 50 58 SOCIAL MEDIA 24 MEDIA CROSS-OWNERSHIP 61 PROGRAMMATIC 26 REGULATORY NEWS 64 PROGRAMMATIC GLOSSARY + INFORMATION 69 TELEVISION + VIDEO 92 AUDIO 102 BROADCAST COMMERCIAL ACCEPTANCE 106 MORE THAN MEDIA - Media Digest Editor | Rebecca Harris BRANDED CONTENT Design | Colin McRae, Glenn Taylor 107 MORE THAN MEDIA - SPONSORSHIP CONTRIBUTING EDITORS 109 SPORTS 110 EXPERIENTIAL MARKETING 1. Aarti Bhaskaran, Mediac 17. John Hinds, Newspapers Canada 33. Rosanne Caron, OMAC/COMB 111 VIRTUAL REALITY 2. Alexandra Panousis, SMVGroup 18. Joseph Leon, v7international 34. Sara Hill, Vividata 3. Alastair Taylor, MEC 19. Julie Ford, DAAC 35. Sean Dixon, OMD 113 DAILY NEWSPAPERS 4. Anne Myers, SMVGroup 20. Karen Nayler, Mindshare 36. Shane Cameron, OMD 122 COMMUNITY NEWSPAPERS 5. Catherine MacLeod, Thinktv 21. Karen Purewall, Mindshare 37. Shelley Smit, UM 6. Cathy Collier, OMD 22. Karl Flanders, Saatchi & Saatchi 38. Sonia Carreno, IAB Canada 132 CONSUMER MAGAZINES 7. Chris Herlihey, IPG Mediabrands 23. Kristine Lyrette, Zenith 39. Steve Acland, Geomedia 140 BUSINESS MAGAZINES 8. Claire Sweeney, Resolution Media 24. Luke Moore, Cundari 40. Steve Meraska, Starcom 144 OUT OF HOME 9. David McDonald, Magna Global 25. Matthew Holmes, Magazines Canada 41. Stuart Galloway, Jungle Media 10. Edith Cayer, DentsuBos 26. Maura Hanley, Havas Media 42. Tom Fotheringham, Omnicom 152 DIRECT MARKETING 11. Elizabeth Clarke-Joyce, Media Experts 27. Michael Walker, Walker Media Media Group Programmatic 156 DIRECT MARKETING - FLYERS 12. Helen Galanis, Initiative 28. Michele Pauchuk, MEC 43. Wes Wolch, MEC 160 MEDIA SOFTWARE + 13. Jasmine Nathaniel, Zenith 29. Penny Stevens, Media Experts DATA SERVICES 14. Jeff Berry, Touché 30. Rahul Sethi, Vividata 165 GLOSSARY 15. Jeff Dack, Carat 31. Roger Holmes, CCNA 16. Jodi Brown, MediaCom 32. Rob Young, PHD TRENDS + ISSUES 5 THE BUSINESS OF MEDIA TRENDS + ISSUES CMUST REPORT ADVERTISING VOLUME MEDIA CROSS-OWNERSHIP REGULATORY NEWS + INFORMATION The Business of Media TRENDS + ISSUES 6 [ COMMENTARY ) CANADIAN MEDIA DIRECTORS’ COUNCIL TRENDS + ISSUES The role of media has gone through a S massive transformation, t e v e balancing all that M e r a s p k u A technology enables with a ro le | x S G a V st n P e dr I V a a new multitude of creative nn ia P p o ed an u hours per week online. We’re va M ou Gro tio m sis, st n, rco CEO diaVe more interested in the idea of that possibilities and new Insig Sta , Starcom Me ht and Disruption, person leveraging content for social ways to reach people with Humanizing Data status since that’s what may be truly reflected in the data representing that person’s content choices. precision. It seems media When we talk about data, the conversation easily starts Data provides such insight because the content choices to migrate to the complexity of how, the attribution of, people make are a direct reflection of them as people. trends are being updated and the task of interpreting. All of that is important, but Since data is behaviour, it means media vendors and in a world where data is really just a reflection of human every few weeks. And media agencies will need to become experts in human behaviour, we need to ensure we don’t lose sight of behaviour as much as they are experts in media. This with that, we worry about its humanity. is already impacting the type of people the industry overestimating the present The full embracement and actioning of data by media attracts and hires and the roles they have. Who will be vendors and media agencies will see the true power of it the first to hire a behavioural economist or data-centric and underestimating the unleashed when we humanize the monolithic “target” or cultural anthropologist? future. Here are four things “consumer” (words that should be banned by the media community) and recognize that we need to reach people. True Media Innovation that (happily) keep us up “People” are different than a “target” since they are What we mean here is not what is often mistakenly at night: composed of needs, attitudes and behaviours that are recognized and even rewarded as media innovation, valuable in understanding the “whys” behind the “whats” such as a piece of brand agency–created content merely when it comes to the vast media and content landscapes. “amplified” by the media agency. Rather, a trend we’re We’re less interested that a person spends X number of encouraged by is that more media vendors are more open to true media innovation by embracing the full creative The Business of Media TRENDS + ISSUES 7 CANADIAN MEDIA DIRECTORS’ COUNCIL potential of their platforms or content and defying their Content Discontent traditional and often archaic conventions. If Cannes Lions People are drawn to what interests them, and that is 2016 is any indication, we’re seeing more of it and believe (and will always be) content versus platforms or methods more will come. For example, see the “End The Silence” of distribution. But in a world that seems to be in a work by Tienda La Sirena or the “Second Scoreboard” permanent state of distraction is a realization that brands work by The Ministry of Women’s Affairs in Costa Rica.