Kira LeBlanc

Omnichannel campaigns that are easy to plan, execute & measure coming soon. 👆 All part of the latest updates from Canada's largest retail media network with 4 million weekly digitally active members. I had the pleasure of attending Advance powered by Loblaw Upfront yesterday. My key takeaways: Hard discount is their largest growth potential and they are both converting stores but more importantly opening more smaller footprint locations. These are for both urban and rural areas where they can offer a wide assortment of products (although limited number of brands/options) at an everyday low price. Pet, HABA and games/arts - all areas expected to see growth AND will have their areas in-store see updates coming soon. Another growth market are New Canadians and LCL is paying attention, such as including global holidays in their seasonal programs and recognizing this market over indexes on using digital. Everything they do is OMNICHANNEL. Their example was the Lunchables Launch (Kraft Heinz) who used online video/social, e-comm banner & sponsored search, digital flyer, in-store screens and in-store aisle blades & bunkers. 53% of Loblaw Companies Limited shoppers start their journey online, many of whom buy a product in-store within a week of seeing it on an LCL digital platform. This requires targeting.... Advance is adding to their 200+ audiences with 12 new automotive audience segments via Esso. Also teamed up with Corus Entertainment to allow brands to align shopper profiles and viewer profiles through MediaAisle. Advance is also improving several existing programs: 1) Sampling: Coming in 2025, it features an improved consumer and brand experience. 2) Product price in creative: the ability to have prices in programmatic display & in-store screen media coming in beta soon 3) Digital aisle: SDM now has sponsored search while biddable shoppable display is coming to PC Express 4) Personalized members only pricing coming in 2025 If it seems like there's a lot to manage - it's because there is! And they've got a solution: LOOP: Loblaw Omnichannel Optimization Platform Coming in Q4, it's designed to make omnichannel campaigns easy with objective based campaigns using AI to optimize budget allocation and provide suggestions based on performance. It also provides omnichannel measurement with shopper and cart analytic reports coming soon. All very impressive! Couple areas I thought I'd see more development: 1) Digital shelf LCL still using printed pages for at-shelf signage while Walmart has announced digital tags and video shelf edges over the last few weeks. 2) Reviews Lots of discussion about discovery online but no mention of reviews. Other retailers, like Home Hardware Stores Limited, are actively adding these to elevate the consumer experience. Excited to see the features as they are released through the year! #retailmedianetworks #grocery #retailmarketing #CPG #shoppermarketing

71

5 Comments

If you are in a non-marketing leadership role, it is worth understanding how share of voice works (especially during economic slowdowns). Essentially, if you keep your advertising budget consistent while your competitors cut back, your money will go further. - #shareofvoice #economics #leadership #marketing #ohcool

4

LOVE the State of Podcast Agencies 2024 Report by Quill Inc. This is an industry still in its infancy. Downloads remain the dominant metric (sadly) but there are some terrific options available to help us make those metrics more sophisticated. Trackable ROI is one of the biggest challenges but that reinforces the need for Agencies to work with clients from the beginning to establish KPIs for their podcast. Download the report here https://lnkd.in/geS8VbRt Fatima Zaidi #podcasting #podcastagencies

9

1 Comment

🎧 Driving growth through data democratization is a hot topic for marketers. I had the pleasure of hosting Scott Megginson, President of Kantar on our Canadian Marketing Association podcast to discuss how businesses can unlock growth in the face of change. 🔍 Listen to learn: 👉 How marketers can navigate seismic shifts in consumer behaviour and the research industry to drive meaningful growth. 👉 What do frustrated Canadians really want - and how can marketers step up to inspire them? 👉 The surprising factor that sets high-performing companies apart. 👉 Why Kantar is giving away its most valuable asset to marketers for free. 👉 Will you thrive or be left behind? The AI revolution in research and insights is here. Kantar is also offering free access to their BrandZ study, which provides robust global and Canadian research on a vast selection of brands. It's a powerful resource for marketers. Tune in now for actionable tips to future-proof your marketing strategy: https://lnkd.in/g2FmSmhY #Marketing #Insights #CX #Innovation #Podcast #MarketingPodcast #AI

8

1 Comment

Despite disruptions in streaming platforms, privacy challenges, and the rise of AI, a new study from Advertiser Perceptions offers encouraging news: digital advertising spending is set to increase by 10% in 2024 and 2025. This growth will be driven by retail media and connected TV (CTV), marking a significant shift in our industry's landscape. As Eric Haggstrom aptly stated, "Media and ad tech companies need to form relationships with retail media platforms or risk missing out on one of the few large and quickly growing segments of the digital advertising market." Next week's Upfronts will serve as an exciting frontier for convergence between content, entertainment, and commerce, particularly with anticipated announcements from Walmart and NBCU and expected reveals from Amazon. #networkedexperiences #networkedmedia #media #upfronts https://lnkd.in/eiUfpimN

31

ICYMI - IAB Tech Lab has developed comprehensive guidance to help navigate the complexity of ID solutions as we move closer towards cookie independence. Thanks Patti Summerfield and Media in Canada, for covering this important release from IAB Tech Lab - to access the guidance, see comments. #idsolutions #PETs #digitalads #advertising #data

12

1 Comment

We're doing a webinar with Association of Canadian Advertisers (ACA) on Jul 23rd on MMM and procurement. When I was working with ACA, I helped write the book on marketing services procurement with additional focus on digital data. MMM needs special attention whether the advertiser is procuring through an agency, with an agency or directly with a platform. Costs are wildly different based on scope of work, data ownership and integration of the MMM's outputs into the workflow. Put it this way; if the advertiser is basing performance on what a media platform is reporting, then they are doing it wrong. It might be "free" but there is a cost. Its better to procure a robust approach that is transparent and neutral.

17

4 Comments

Gen Z & Millennials Crave Authentic, Eye-Catching Out-of-Home Ads! Younger Canadians are reshaping the advertising landscape. These digital natives find OOH ads highly effective, with 51% saying OOH helps them discover new products and services faster. Although many Gen Z consumers skip online ads (63% use ad blockers), 55% view OOH ads positively. Gen Z is selective when engaging with ads, and OOH’s seamless integration into the environment makes these ads an enjoyable part of everyday life. What I find most interesting about Gen Z consumers is that they respond best to funny, eye-catching ads and value authenticity. Check out this ad for Cheestrings that capitalizes on humour, and happens to be one of my favourite ads of all time. Ready to speak to Gen Z and Millennials? Let’s talk about your next OOH campaign! 🚀 #OOH #DOOH #GenZ #Millennials #Advertising #Insight #Research #Marketing #AudienceInsights #ConsumerTrends #FunnyAds #EyeCatching COMMB OAAA DPAA Vistar Media https://lnkd.in/gFQQwUN3

18

1 Comment

Naturally, this news will be welcomed with a sigh of relief from some IAB Canada members who have been diligently working towards the deprecation deadline to test alternatives. Many of our members have invested significantly towards new means of addressing audiences in the past year and many had started to report optimistic results. No effort has been wasted as the industry continues to evolve to improve protections for consumers and the mounting regulatory compliance requirements both domestically and across borders. Google’s decision to maintain access to third party cookies while they continue to work through the APIs to build more robust privacy-first solutions is a smart (if not inevitable) move. Some significant and impressive developments in the coming months might result from the extra time being spent to focus efforts on the efficacy and implementation details of a stronger Privacy Sandbox toolkit. This is not however, the time to stop lessening dependence on third party cookie addressability. It's time to invest in privacy protecting strategies that include consent-based data processing - if you've done so - don't look back. It's also important to continue exploring and testing the Google Privacy Sandbox APIs – this will undoubtedly provide valuable learning and inspire innovation. #data #onlineadvertising #cookies #google #iabcanada #privacy

49

4 Comments

We were the second company globally to join the first programmatic advertising exchange. Why is that significant? In 2017, Adtegrity acquired Media Place Partners (MPP) and continues to operate under the MPP name today. The original Adtegrity team still leads MPP. So, when we claim to have expertise in programmatic advertising, we truly mean it. There are several advantages to using programmatic advertising over manual ad buys, and this article explores those benefits. A competent agency can streamline the management of traditional media vendors for you. When planning media buys, consider partnering with MPP. Our expertise lies in media planning, buying, and execution, spanning both digital and traditional offline media. While we offer a broad range of services, media strategy is our specialty! https://lnkd.in/eHReG42p #MarketingAgencyGrandRapids #ProgrammaticAdvertising #AdvertisingCampaign #SalesSupport #HelloMPP

10

We're thrilled to release our inaugural IZEA Trust in Influencer Marketing report for Canada 🇨🇦, showcasing breakthrough insights into how influencers are transforming Canadian consumers' purchasing behaviors. Here's a sneak peek on what we've learned... 67% of 18-to-29-year-olds are making purchases inspired by influencers, underscoring their pivotal role in consumer decision-making. 51% of 18-to-29-year-olds are embracing social commerce, making in-app purchases on social media platforms. 40% of young Canadians are turning to TikTok for product research before making a purchase, showcasing its growing influence. 62% of social media users trust influencer posts more than those from A-list celebrities, highlighting the power of authentic connections. You can download the full report here:

4

The lines between B2B and B2C growth strategies are blurring, fast. As consumer behavior evolves, I’m seeing more and more B2B companies adopt tactics traditionally associated with B2C in order to drive growth in an increasingly crowded market. There are three reasons for this: 1. Decision-makers in B2B companies consume media the same exact way as B2C buyers. And they're just as likely to be influenced by emotions and engaging content. 2. Outbound strategies like cold calling and email blasts have become saturated, especially with the adoption of new AI tools. Prospects are being bombarded with sales messages and it’s never been harder to cut through that noise. 3. Inbound marketing and brand-building tactics that traditionally resonate with B2C audiences are proving effective for B2B as well. What does this convergence look like in practice? 𝐋𝐞𝐯𝐞𝐫𝐚𝐠𝐢𝐧𝐠 𝐈𝐧𝐛𝐨𝐮𝐧𝐝 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠: B2B businesses are starting to increasingly invest in content marketing, social media, and other inbound tactics to attract and nurture leads. By providing valuable content that addresses their target audience's pain points, they can build trust and credibility over time. 𝐄𝐦𝐛𝐫𝐚𝐜𝐢𝐧𝐠 𝐃𝐢𝐠𝐢𝐭𝐚𝐥 𝐂𝐡𝐚𝐧𝐧𝐞𝐥𝐬: B2B buyers are increasingly researching and making their purchase decisions online. So by optimizing your own digital presence – from your website to videos to social media profiles – B2B businesses can meet prospects where they are actually spending their time. 𝐁𝐮𝐢𝐥𝐝𝐢𝐧𝐠 𝐚 𝐂𝐨𝐦𝐩𝐞𝐥𝐥𝐢𝐧𝐠 𝐁𝐫𝐚𝐧𝐝 𝐄𝐚𝐫𝐥𝐲: Having a powerful brand that speaks to the customer and a digital presence that can asynchronously build relationships with your ICP is a playbook also becoming more important than ever for B2B. B2B businesses can differentiate themselves early in the funnel and start creating relationships with prospects that will need to be matured throughout the funnel What this really means is that B2B growth increasingly resembles that of late-stage B2C companies. There is a long funnel between the moment you invest growth dollars and the moment you see revenue. Investment channels are difficult to evaluate and do not align well with last-click tracking. All of this is taking place in a market that is becoming more competitive, where growth and sales teams must be as efficient as possible, and where every dollar counts. If this is helpful, we talk about this in more detail on the podcast this week https://buff.ly/3Vvn2ki Have you seen B2B growth strategies evolve in your industry? #B2BGrowthStrategy #B2CMarketingTactics #InboundMarketing #EmotionalBranding #DigitalMarketing

26

Leverage data to create experiences and deliver value. 👆 The big takeaway from #RCCSTORE2024 - and there's opps for brands! Incredible 2 days at the Retail Council of Canada's STORE 2024. Great speakers from every aspect of the industry shared what they were working on in the year ahead. 3 key trends appeared: 1) DATA, DATA, DATA There was no escaping the importance of data. From collecting it to analyzing with AI to creating customer experiences.... Both brands and retailers are focused on ways to gather more data and use it to drive loyalty and gain market share. 2) EXPERIENCE MATTERS Online and in-store, retailers are focused on elevating the shopper experience. In-store this includes a lot of technology including digital shelf edges and product discovery. It's also looking at self-checkouts and improving the experience for older consumers. Online it's focused on fast search, easy checkout and detailed product descriptions and reviews. This is particularly critical when engaging Gen-Z shoppers. 3) HIGHEST VALUE WINS Consumers are heavily influenced on where to shop and what to buy by the perceived value. While price is certainly a major factor, convenience and health benefits also play a role. Linked to the first two, understanding how the shopper defines value is critical in developing strategies that deliver results. This is how retailers are viewing the year ahead: it is highly beneficial for brands to contribute in these areas! If you need assistance in gathering consumer insights or securing more product reviews.... DM me as I and Caddle would love to provide the voice of the Canadian consumer to your strategy! ------------------------------------------ Get more product off shelves and into baskets with the latest in CPG, retail & consumer trends at 10:30am M, T, H & Sat by following Jared! Drive trial & get reviews with Caddle - DM me to learn more. Photo Credit: Tanmay #shoppermarketing #ecommerce #sampling #CPG #marketingstrategy #marketing #omnichannel #omnichannelmarketing

44

6 Comments

How can marketers leverage economic uncertainty to their advantage? In this episode of the Marketing Leadership podcast, I sit down with Oliver JP Osborne, Founder and Director of oh cool, to discuss the strategic shifts needed during economic slowdowns. Oliver shares insights from a recent conversation with a senior economist at TD, highlighting how marketers can maximize their impact when others are pulling back. Discover how thoughtful spending can make your marketing efforts stand out even in challenging times. Click the link in the comments for the full episode. #PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing  #D2CMarketing #PodcastAds

8

1 Comment

"Reflecting on an insightful week in Toronto! 🇨🇦 Started at CMDC Media Day where Brigitte Dagnault's insights and VIA's compelling case study emphasized the performance-driven impact of investing in Canadian Media. Yesterday's IAB Canada Enterprise day underscored the importance of sustainability, highlighting areas where Canada can improve. Despite challenges, opportunities abound, especially in light of EMARKETER' Canada Digital Ad Spending Report revealing that investments in the TRIOPOLY (Google/Meta/Amazon) is 14pts or 22% higher in Canada than in the US. But how do we shift this narrative? CMOs, it's time to assess your media spend positioning. Have you endorsed the Canadian Manifesto? Consider allocating 25% of your media budget to Canadian publishers and capping investments in the Triopoly at 60%. Let's get creative with the remaining 15%. Canadian publishers face hurdles too. Simplifying the buying process for all clients and agencies is crucial. Collaboration is key to securing a larger market share for everyone. Let's innovate, collaborate, and propel Canadian media to new heights together! #CanadianMedia #Advertising #Collaboration".

57

9 Comments

A new study by Roku and Leger paints an interesting picture of streaming in Canada, which inadvertently, makes a strong case for Out-of-Home. What am I referring to? The study found the majority of streaming occurs in the evening and on weekends - this is fascinating as it reveals quite a concentrated viewing period. And within this peak viewing time, it appears viewers tire of the repetitive and long ads they’re shown - makes sense if all your streaming occurs in a specific timeframe, you want to watch content, not ads. This doesn't bode well for an ad’s resonance or for the creation of positive consumer connections. OOH on the other hand, maintains exposure throughout the day and throughout every day of the week. Recent research by Dynata commissioned by Pattison (see comments) shows Cdns are significantly more tolerant of OOH ads, with 1 in 11 saying they never tire of seeing them. With digital/streaming ad fatigue an ongoing issue for brands, OOH offers visibility throughout the week and doesn't over-saturate consumers. OOH proves it can compliment a streaming campaign or simply stand on its own. #oohadvertising, #streaming #consumerinsights

29

4 Comments