newsletter: recordings from media, marketing & effectiveness now available
October 23, 2025
Thank you to everyone for making our Media, Marketing & Effectiveness event a sold-out success! We were thrilled to host such an outstanding collection of speakers who delivered a wealth of thought-provoking insights.
If you couldn’t make it or want to revisit a session, the recordings are now available on our site. What you can expect:
Avoid Dull Media
Peter Field and Dr. Karen Nelson-Field’s presentation “The Eye-watering Cost of Dull Media” makes a compelling case for why attention matters. Dull media is costing the industry nearly $200 billion because of what Karen calls the “Cost Per Meaningless Thousand.” Even the best creative can’t overcome the limitations of a low-attention platform. Their recommendation: invest more in engaging “slow-decay” legacy media.
Advertising Yields Results
Hilary Borndahl’s analysis of Canadian campaigns shows that advertising continues to deliver strong returns: an average of $1.26 in short-term profit for every dollar invested, with Linear TV delivering $1.55. Her research on CTV backs up what many suspect: advertising on CTV on its own doesn’t come close to the returns brands can generate when it’s paired with Linear TV.
Narrative Matters
Ian Whittaker advises marketers facing the C-Suite to position advertising spend as “intangible CapEx”, a financial investment capable of delivering compound returns with proper maintenance. He also shares compelling data on the link between brand strength and long-term profitability that brands can use in their next budget meeting.
Brands Still Matter
Simon Tunstill presents Thinkbox’s latest research demonstrating the importance of brand-building through the visceral reactions consumers have when they lose their favourite brands, and how brand credibility and trust drive profitability and reduce price sensitivity.
Building an Ad Measurement Ecosystem in Canada
Numeris and NLogic continue to innovate with the rollout of National VAM and their new partnership with AudienceProject. As Sue Haas notes, “Canada is closing the cross-media measurement gap.”
Canadian Media Means Business
Sarah Thompson presents the economic impact of Canadian media, which supports over 138,000 jobs and contributes $22.6 billion to GDP, to drive home the powerful case for keeping media dollars in Canada.
Look forward to seeing you at our next event!