Patti Summerfield

Contact Patti by sending an email to patti@nextcom.ca

Articles by Patti Summerfield
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Global ad spend is down, but it could be worse

Globally, OOH is expected to fall by 25% this year – but it will rebound somewhat next year.

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Broadcasters join forces on advanced audience segments

The new initiative will allow advertisers to plan targeted campaigns with granular segments that translate across every broadcaster.

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National Post overhauls website

One of the advantages for advertisers is a rebuilt data pipeline, allowing for increased first-party data for better targeting.

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How should brands re-enter a market with low mobility?

UM, Kinetic and Horizon are advising brands to re-enter the market using a slow and steady regional approach.

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Dove takes Pride in scripted content series on Crave

The original series will be accompanied by digital content on Bell Media’s properties, OOH assets and more.

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Which categories are increasing programmatic buys?

Several categories are on the upswing, including one that had all but disappeared for some time.

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Snap rolls out new map, AR lenses and actionable units

Some of its new features will put a spotlight on local businesses as they prepare to re-open.

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TVA integrates new ad units for paused video

The idea, says the company, is for ads to play with the context of the pause in their creative.

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Streamers are benefitting from lockdown, but will it last?

Buyers and analysts discuss whether or not the upward trajectory is sustainable – and how it will affect planning.

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What Canadians are getting out of TV (and what they want)

Staying informed is important, according to a study by ThinkTV and Ipsos, but what Canadians really want is to relax and feel positive.

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What’s satiating sports fans needs during the pandemic?

Subscriptions to paid services have declined by 57% last fall, according to the MTM, and e-sports are only appealing to 10% of sports fans.

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New Novus unit puts the focus on local

The specialty shop will allow Canadian clients to buy U.S. media on a local level, while U.S. clients will be assisted in navigating Canadian local media.

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IGTV revving up to chase mobile ad dollars

Canadian buyers and content agencies see value in the proposition, which will see ads placed between a preview and a longer video.

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Stingray looks to further monetize its music services

Sales representation is the latest piece in Stingray’s plan to build an ad-supported multi-platform ecosystem.