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Article Substance

26 February 2024

Creating sustainable performance through national media placements

Over the past 15 years, Canadian media has found itself in a state of crisis due to the rise of digital media and the dominance of web giants. The emergence of both has resulted in ad spend migration and loss of revenue. In 2014, 71% of Canadian ad spend is expected to be digital-only, compared to only 29% in offline media. This shift has been exacerbated by GAMAMs (Google, Apple, Facebook, Amazon, Microsoft), which control 80% of the digital market share.

Despite their vital role, local media outlets represent only 14% of the digital market. In light of this, many local media outlets have faced numerous changes and have been forced to make difficult decisions, like job cuts and closures.

It's a concern because local media is essential to our economy, culture, and democracy. These outlets keep citizens informed, contribute to public discourse, and give local voices a platform. But the concentration of media ownership in the hands of these digital titans is jeopardizing a vital ecosystem.

Last July, the A2C launched the Mouvement média d'ici to raise awareness of this issue among all industry players. This initiative aims to inject more than $200 million per year into the Quebec ecosystem and contribute to the vitality of local media. Substance and manifesto signatories are committed to investing more than 25% of their digital media budgets in Canadian media.

What is local media?

Before proceeding, we must define what we mean by "local" media. While using this term, we're discussing platforms producing and creating Canadian content and information with headquarters in Canada. The outlets we're talking about must also be paying taxes and creating jobs in the country.

Traditional media? Seriously?

There are a lot of things that need to be clarified surrounding local media. Many audiences think these outlets are slower to adopt new technologies or could be more efficient in targeting audiences. But upon closer investigation, we're here to reveal that these misconceptions don't always hold. Here's why:

  • Even though the Internet and social media have forever changed how people consume information, traditional media still plays an important role. Many outlets have adapted and have integrated digital platforms and online strategies into their offerings.

  • Although their influence has changed, traditional media outlets are still influential, especially among specific communities. These platforms have a unique ability to shape public opinion and provide in-depth context to current events.

  • While some traditional media outlets have slowly adapted to new technologies, many have been at the forefront of innovation in digital reporting, data analysis and multimedia storytelling.

  • While younger generations tend to consume information much differently than in the past, many traditional media outlets have begun adapting their content and distribution channels through mobile apps and social network presences, appealing to younger media consumers.

Why you need to use local media in your marketing strategy

In addition to having an overall positive perception, Canadian media outlets generate excellent performance, even outperforming GAMAM in several ways. For example:

  • Quality environments: By choosing local media, you benefit from rigorous quality control of the settings in which ads will be displayed. This maximizes consumers' attention to your message while reinforcing your brand image and strengthening their trust in you.

  • Effective prospect targeting: Thanks to a large data pool using first-party data, you'll be able to target prospects effectively without being impacted by the disappearance of cookies. This is the most effective solution to the loss of cookies.

  • Diversifying your reach: You maximize interactions with your target audience by leveraging national media. Your presence extends throughout the user journey but is not limited to GAMAM platforms (Google, Amazon, Meta, Apple, and Microsoft).

  • Innovative formats and technologies: Geofencing and digital out-of-home (DOOH) offer fascinating possibilities for advertisers. Geofencing enables precise geographic targeting, engaging consumers on their mobiles based on location. As for DOOH, it transforms public spaces into dynamic contact points, boosting campaign visibility in a big way.

Finally, to guarantee sustainable performance for your advertising campaigns and boost brand awareness, integrating local media throughout the customer journey is crucial, contrary to popular belief. These media outlets offer a quality environment and are the best way to reach Canadians effectively.

By working with these different partners, you'll achieve your marketing objectives and help support an industry that could benefit from it.

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