Comments for Thoughts about media in Canada

Comment on The power of data drilling by Cross Channel World - The power of data drilling | Thoughts about media in Canada

Mon, 16 Apr 2012 00:39:43 +0000

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Comment on Apple’s Human Cost by Chris

Chris — Sat, 28 Jan 2012 13:37:48 +0000

Bob Garfield’s comments on the possible affect to the Apple brand: http://adage.com/article/bob-garfield/bob-garfield-rot-apple-s-core-sicken-consumers/232394/

Is there a position in the market where consumers are willing to pay a little extra for a phone not produced in slave like conditions? Could that save RIM?

Comment on Protected: Mobext Canada Launch by kirkmobext

kirkmobext — Mon, 23 Jan 2012 16:26:17 +0000

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Comment on Protected: Mobext Canada Launch by Geneviève

Geneviève — Thu, 19 Jan 2012 16:51:07 +0000

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Comment on Online GRPs – is this the way to go? by Chris

Chris — Mon, 28 Nov 2011 20:38:10 +0000

Thanks Shawn,
Good points, especially about the scale of effort versus the amount of the buy.

Comment on Online GRPs – is this the way to go? by Shawn Hall

Shawn Hall — Mon, 28 Nov 2011 16:06:11 +0000

Hey Chris,
The original benefit of the GRP in broadcast buying was used for Market Equalization of the delivery of media weight. 100 GRPs in Toronto is equal to 100 GRPs in Calgary in terms of message exposure. Sure the number and frequency of “spots” were different in each market, but the overall brand presence was the same.
If we dont use the GRP for market equalization in the digital world… then whats the point of using it at all. I see the benefit of an (as close as we can) apples to apples metric with TV… but I agree.. lets look at a TRP or eGRP.
Digital media commoditization is something that is slow to come, but very badly needed; not only from an agency standpoint, but also from the publisher side. Agency digital media departments cant afford to staff correctly based on current workload. But they also cant neglect due diligence on base weight campaigns. When a TV group of 3 can run $50 million in TV spend… and it takes a group of 15 digital people to do the same amount… something needs to change.
Not sure a GRP will solve the problem, but a TRP through the exchanges will help commoditize the base buy and free up more time for Digital planners to actually be creative with their executions.

Comment on Apple Android and television by Simon Jennings

Simon Jennings — Fri, 25 Nov 2011 18:05:34 +0000

That is a really good point. … Almost sounds like an opportunity.

Comment on From AdMen to MathMen by Kelly Sanderson

Kelly Sanderson — Thu, 03 Nov 2011 20:38:13 +0000

Great video! I think it helps illustrate how the industry is changing and brings up attribution modeling, which I love : )

Comment on A request to the Association of Canadian Advertisers by bob reaume

bob reaume — Sun, 29 May 2011 12:04:33 +0000

Interesting idea. What are these ‘shipping and handling’ costs that you speak of?

Comment on Video of the Claritin sky typing over Toronto by b

Thu, 05 May 2011 20:10:23 +0000

I saw this today!