Maxximum maxes out with new Ottawa-based ad faces
Thornhill, ON-based Maxximum Outdoor has announced the addition of two Sears store walls in Ottawa, boosting its total ad face count to 16. Maxximum Outdoor offers display walls facing heavy commuter traffic at rates of $7,000 net per four weeks, in addition to the cost of printing. Sears stores in Scarborough, Yorkdale and Calgary are being considered for future additions. ‘Sears is unique because it has an exterior and also a point of sale location,’ says VP, sales Colleen McNarry-Wilson. ‘Our clients are really excited about that.’
Third Screen Media launches web-based mobile ad platform
Hyde Park, Mass.-based mobile software firm Third Screen Media has launched a software platform to streamline ad management and delivery over mobile networks. MADX/Publisher is a web-based software platform that links advertisers, publishers and mobile carriers on one interface. The tool is an end-to-end manager, taking on ad space creation, inventory forecasting/management, campaign creation, trafficking and targeting, among others. So far signed are content publishers The Weather Channel, USA Today and MSN. Agency clients include Starcom, Digitas and MPG. Says Jeff Janer, executive VP, marketing and client services: ‘Our revenue model is based on a set-up fee for ad enablement, annual subscription fees for access to the software and transactional CPM ad serving fees based on volume. Actual cost to the publisher varies depending upon their size.’
http://www.thirdscreenmedia.com
They put ads where? Ads that appeal to the narcissist in all of us
Not since in Snow White has the image in the mirror been so talkative. Now comes Singen, Germany-based tech company ad notam’s Magic Mirror TV — a slim (2 cm-thin), low-volt, digital screen that can be embedded within your bathroom mirror or on panes of glass so you don’t miss a minute of CNN. The Magic Mirrors, which can be hooked up to a Playstation, a DVD player or PC, have been used in Europe for ads in bathrooms, bars, locker rooms, elevators, and salons.
http://www.ad-notam.com
Discovery HD is best in show
The 130th Annual Westminster Dog Show will premiere on Discovery HD this February. Dogs from 165 different breeds will compete to win the title of Best in the Westminster Dog Show airing on Feb. 13 and 14 at 8 p.m. The broadcast will repeat on OLN Feb. 18 and 19 at 7 p.m.
Transcontinental loses two at the top
Transcontinental CFO Daniel Denault and Transcontinental Media president André Préfontaine have announced their departure this week. At press time, there was no word on where Prefontaine is headed next, though it was announced that Denault has taken the role of CFO at Bombardier. Préfontaine helmed Transcon Media, overseeing the acquisition of the Telemedia and Avid Media magazines, and the CanWest and Optipress newspapers. He was also instrumental in the launch of Elle Canada and daily Métro. President and chief executive officer, Luc Desjardins, will take over for Préfontaine in the interim. Denault will remain in his role until February 17 when treasurer Benoit Huard will step in as interim CFO.
Nelvana hires Fowler
Nelvana has announced that Nancy Fowler will be joining their team as senior VP, worldwide licensing. Fowler was previously the president of worldwide consumer products for Burbank-based DIC Entertainment.
Eloda hires new account manager
David Belanger Goyette has taken the role of account manager at Montreal-based Eloda. Goyette was previously employed at jewellers.com.
Events
Feb. 21
All About ME (Mobile Entertainment) Conference.
Holiday Inn on King, Toronto.
613.233.4888
www.cwta.ca
The event will focus on how the entertainment industry is pursuing the new mobile rich content market and will explore issues of customer service as mobile entertainment is integrated into traditional offerings for wireless users. Speakers include MyThum president/CEO Michael Carter who will talk about text messaging.
Feb. 23
Better Radio Advertising
ACA Conference Centre, Toronto
416-964-3805
www.ACAweb.ca
The Association of Canadian Advertisers hosts this seminar that was developed and is being presented by the Radio Marketing Bureau. Participants learn how to analyze, plan and buy radio advertising.
May 3
ACA Conference Centre, Toronto
416-964-3805
www.ACAweb.ca
Taught by Mary Falbo, president of McDonald & Associates, this Association of Canadian Advertisers course is designed for the advertising professional with at least two years’ experience interacting with their media agency and assuming responsibility for the overall media product.
Pundits weigh in on product integration matchmaker site
This week marked the launch of Culver City, CA-based marketing match site mediamatchmaker.com, and media pundits on this side of the border were quick to give their opinion. The subscription-based site, helmed by partners Betsy Green, a former Fox TV product placement manager, and entertainment lawyer Jim Mahoney, uses an online dating interface model to connect
New OOH option hits Toronto
Toronto-based Boombox* Marketing is offering a new trademarked service called OptiAd. The digital multimedia projection billboard projects full-motion video advertisements on almost any surface. The displays can be full-motion, flash animations, video game systems or stills with average screen size in the 30- to 50 ft. range. Since the service operates from a vehicle (which can also be wrapped with the ad message), it can hit many locations in one evening. Boombox* VP marketing Michael Dellios says they have built relationships with many building owners to project there but sometimes they also use guerrilla tactics and just up at a location and project. The ‘screen’ can be supplemented by an on-site product sampling team.
The process is simple. A client e-mails their ad to Boombox* and it is ready to be projected within hours. Boombox* drives to the first desired site and is ready to project within five to 10 minutes. Dellios touts the system as a fully digital, environmentally friendly way of advertising. The company currently only has one car and works mostly in Toronto, although it has also had projects in Montreal and at Blue Mountain Resort. Another Montreal job is coming up in March as well as one in Vancouver. Xbox 360’s King Kong video game and Moosehead beer are among the clients that have used the system. The cost is based on the length of the evening and ranges between $500 and $1,000 per evening.
http://www.boomboxmarketing.com
Canucks getting comfy with satellite radio: Study
Most Canadians are now familiar with satellite radio, says a new survey by Ottawa-based Decima Research. Some key findings from the proprietary study include:
* 77% say they are aware of satellite radio with men (87%), 25-34s (86%) and $100K households (87%) leading the pack.
* 3% of Canadians say they or someone else in their household subscribes to either Canadian or U.S. grey market satellite radio services.
* Another 6%, about two million Canadians, said they would likely subscribe within the next year at a price of $13 per month. An additional 14% said they might or might not subscribe within the next year.
* Sirius Canada seems to be the potential lead player with 27% of those likely to buy a satellite radio within the next year leaning towards Sirius as compared to only 12% for XM Canada.
Q1 radio demand up 2.4%: CBS study
Canadian Broadcast Sales (CBS) has found that demand for radio airtime increased an average of 2.4% in major markets for the first quarter of the 2006 broadcast year (beginning in September). The top five categories by spending accounted for more than half (55%) of total ad spending on CBS-represented stations. The top five categories were:
* Retail $6,391M (17% share)
* Automotive/Auto Aftermarket $6,374M (17%)
* Telecommunications $3,491M (9.3%)
* Financial $2,590M (6.9%)
* Beer/Wine/Coolers $1,818M (4.8%)
The broad demo of adults 25-54 remained national advertisers’ bullseye nabbing 52.68% share of revenue, up 11.7 share points in a comparison from first quarter numbers last year. Toronto-based CBS is a national sales firm repping 60% of all Canadian radio stations.
Canada Post moves in with Rogers
Rogers Publishing has won a competitive bid to produce Canada Post’s Smartmoves/Déménageur magazine. The new separate English and French editions, complete with larger format and new editorial features, will be distributed via addressed mail to Canucks who register a change of address with Canada Post. The first issue of Smartmoves/Déménageur will debut on April 3.
Rogers also announced the launch of two new home décor magazines, one in English, the other in French. The mags will make their newsstand debut in September and will also be mailed to Canada Post’s 250,000 moving clients in select neighbourhoods. The yet-to-be-named décor mags will publish three issues beginning fall 2006 and six in 2007. Marc Blondeau, SVP of consumer publishing says there will be a broad range of ad opportunities available and that Rogers will be working with clients to find new and innovative ways to reach the 1.2 million Canucks who change their addresses every year.
Canadian Family gets a new look
Canadian Family‘s got a brand-new look. The mag’s February issue will boast a cover-to-cover redesign, complete with new logo, features and departments. The pub will also launch canadianfamily.ca, an interactive site that will offer parenting tips, volunteer as product and recipe testers and provide a downloadable seven-day recipe booklet. The soft launch is aimed for March 2006. Sonia Giampietro, marketing manager says opportunities are available for brands to sponsor features within the site. Also, as a new point of distribution, the mag has partnered with Sears Canada, offering a one-year subscription to Sears Family First members. Canadian Family‘s relaunch will be supported by a per-issue newsstand promo throughout 2006. Canadian Family is published by St. Joseph Media.
Apollo single-source service launches in U.S.
The Apollo media measurement service launched this week in the U.S. for a six-month trial to test the system that merges Arbitron’s Portable People Meter data with the ACNielsen HomeScan household purchase data. A total of 5000 households are taking part but the panel is expected to expand to 6,250 by the end of the test. The six major marketers supporting the project – Procter & Gamble, Unilever, SC Johnson and three other undisclosed companies – account for combined media spending of $6.2 billion U.S. The first results from Apollo are scheduled to be released in April.
