Category: Media & Marketing


Digital Pop-Up Stores

As lives become busier and consumers demand faster access to information, products, and ideas, marketers are constantly looking for new ways to deliver brand messages to consumers on the go. An exciting new innovation in digital marketing has emerged that has the potential to revolutionize the way we do our shopping. Digital “pop-up stores” are making an appearance and are causing quite the stir.

This month, Walmart and Mattel launched their first test-store in downtown Toronto near Union Station.

Mattel and Walmart^s digital pop-up store located in downtown Toronto^s PATH system near Brookfield Place.

The digital store is essentially an elaborate billboard design with product images and information. The billboard showcases a select product offering from Mattel with corresponding QR codes. Consumers can scan the codes and purchase the toys on the spot. Products are then shipped directly to the buyer’s home.

Busy parents, who are faced with an often-times hectic commute, can get a portion of their Christmas shopping done without having to step foot in a store or having to surf a website. Walmart and Mattel aren’t the first to come up with such an innovative digital marketing strategy. Tesco has been using interactive billboards over the past year for groceries and other home goods in a variety of locations including Gatwick Airport and South Korea. These digital stores have married OOH advertising with online capabilities.

So what does this mean for marketers? We’ve seen the decline in traditional “bricks and mortar” stores and an increase in e-commerce. But here is a new trend that seems to be a combination of the two ideas that encompasses out of home advertising. But with a new marketing idea comes the question on how can a company afford to test-drive yet another marketing technique without taking away from traditional outlets?

By using Corporate Trade a company can use under-utilized assets to off-set the costs of an interactive OOH display. As Christmas merchandise is being displayed, what happens to the autumn-themed inventory? Using Corporate Trade can allow a company to use past-season stock to fund a current season’s media campaign, and to foray into the exciting new realm of digital pop-up stores.

A digital marketing campaign that allows me to purchase Christmas presents without having to enter a hot, overly-crowded mall while I’m on my usual commute? That’s an idea that certainly puts me in the Christmas spirit.

By: Andrea Allen

By Joanne Crump, Vice President, Media Services Director, Canadian Media

In today’s economic landscape client advertising budgets are coming under intense scrutiny. According to a recent report by the Canadian Marketing Association, advertising accounted for 80% of the marketing budget in the 1980’s. Today it’s at 50%, with digital being the only area of growth.

These media trends are leading to an increase in online publishers. And even with the increase in digital spend, the number of sites available to advertisers far out-weighs the demand. The result is a growing inventory of  digital advertising and greater fragmentation, particularly for display ads. .

There’s a perfect storm brewing for those responsible for delivering sales and revenue targets in digital media.

Corporate Trade is an alternative, and a complement, to ad exchanges 

So, what’s the answer for media owners who want to maximize value from their advertising inventory and leverage potential revenue streams?

Media trends indicate owners are turning to ad networks and/or ad exchanges. However, these options don’t always equate to full value for the publisher. A good alternative is Corporate Trade.

Corporate Trade (aka Corporate Barter) is a well-established industry.  Online media owners, media agencies and brands are now using this tool to realize extra value from online marketing expenditures.

Active is currently working with digital owners, across a wide variety of sectors, partnering on display, rich media, pre-rolls, sponsorships, performance based campaigns and social media. In addition, Active has secured trading relationships on emerging platforms like mobile and RTB.

How Corporate Trade benefits digital media owners

Corporate Trade generates incremental revenue for digital media owners in several ways:

  • Attracting new advertisers to digital
  • Encouraging existing brands to increase annual spend
  • Increasing expenditure with media owners that use Corporate Trade

Corporate Trade also generates incremental revenue by providing goods and services to media owners, including:

  • Marketing activities
  • Capital expenditures
  • Conference expenses
  • Prizing
  • Other cash investments

In return, digital media owners pay with advertising inventory.  The Corporate Barter company then leverages the inventory to execute digital marketing campaigns.

What to look for when sourcing a Corporate Trade organization

  1. Digital media owners should only consider established organizations with longevity in the Canadian marketplace. Size, volume and depth of relationships are key to delivering value.  It’s these qualities that contribute to financial stability, ensuring the Corporate Trade organization is around for the long term.
  2. Ask your Corporate Trade partner whether they have a dedicated digital team in Canada.  You want to ensure there are dedicated digital resources in-house who understand the media. Visit their office and get a feel for their expertise.  Connect with their employees on LinkedIn.
  3. Ensure the Corporate Trade relationship is open, transparent and honest.  Ask for references.  Look for client and media owner testimonials. The Corporate Trade partner should be able to demonstrate a solid track record with both clients and media providers.

Growth in Corporate Trade is expected to continue as media companies face increasing inventory management pressures.  Given the turbulent economy those who don’t consider Corporate Trade are missing valuable revenue generating opportunities.

Karin Macpherson joins Active International Canada

TORONTO, ON Oct. 10, 2012 – Karin Macpherson has been named Senior Director Client Solutions with Active International Canada. Active International is a diversified Corporate Trade organization that helps companies to unlock value from excess or underperforming assets.

In her new role, Macpherson is responsible for developing business to business solutions for Active International clients in Toronto and Montreal, particularly in the consumer product goods category.

Located at the Canadian headquarters in Toronto, Macpherson reports to group vice president of sales, Michael Villeneuve.

“Karin has a long history of working with high profile agencies. She knows the media business and understands the needs of today’s executive,” says Villeneuve. “She is a welcome complement to the Active International team.”

Macpherson has over 20 years of executive level experience in business development, client partnerships, and organizational leadership. Prior to joining Active International, Macpherson worked with ZenithOptimedia and MediaCom. She holds a M.A. from the Carleton University, a B.A. from the University of Toronto, and has completed the Queen’s Leadership Program from Queen’s University in Kingston.

Welcome to the A-team Karin!

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