Podcast: Digital News of the Day - Nike Ad and Canadian Senate New Rules

Posted by Karim Kanji on Sep 19, 2018 9:00:00 AM

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Karim Kanji and Ahmed Al-Waili have re-launched the Active International podcast. On a regular basis, these co-hosts will be sharing their thoughts and opinions on recent news related to digital marketing and advertising.

Karim Kanji is the Director, Social Media Strategy at Active and has been with the company since February 2016. In addition to helping clients develop and execute strong social media campaigns, Karim has his own podcast, Welcome!, where he has interesting conversations with interesting people. 

Ahmed Al-Waili joined Active in February 2018 as the Director, Programmatic. He helps educate clients about Programmatic media, and his prior experience on both the buy and sell sides of Programmatic allows him to help clients achieve more with their campaigns.  

For new listeners, we highly recommend listening to Episode #3 with Michael Villeneuve for an overview of Active and how we interact with clients and their existing agencies. 

Some highlights discussed in this current episode by Karim and Ahmed:

Nike Ad featuring Colin Kaepernick

  • Ad was released for the 30th anniversary of Nike's "Just Do It" campaign
  • After 24 hours, the campaign had 2.7 million mentions
  • After 72 hours, the campaign had 5.2 million mentions
  • While there has been plenty of negative publicity about the campaign, 46% of Nike customers had a positive view on the campaign, while only 23% had a negative view. 
  • People noted that Nike stocks dropped following the launch of the campaign, but it should be mentioned that Adidas and Puma also had slight drops in share prices - it's all relative. 

"Any exposure is good exposure" - Ahmed


Canadian Senate Committee on Transportation and Communication

  • The committee is recommending some changes to digital advertising rules, specifically in relation to the Income Tax Act, Section 19. 
  • Section 19 states that advertisers are able to deduct the cost of TV and print ads when purchased from Canadian suppliers, but are unable to do so when purchasing from foreign-owned suppliers. 
  • While this did not previously apply to digital, the intention is to now include digital. This impacts advertisers who use media from foreign-owned digital advertising properties (such as Google, Facebook, Twitter, etc.), and may cause advertisers to re-evaluate their choice of channels. 
  • The idea is to prop up the news media (specifically newspapers and television). However, just because you put more tax on digital properties, does not necessarily mean advertisers will flock to other channels. 

"I've always said to my clients: it's all about the return; as long as they're getting a positive return and hitting CPA benchmarks, it's not going to be a huge issue" - Ahmed

"They're trying to prop up struggling legacy media, but the only thing it's going to do is make it more expensive to advertise" - Karim


Be sure to tune in regularly for the latest digital updates from Karim and Ahmed.  Weigh in with your thoughts by connecting with us on Twitter, @ActiveIntlCA.

Topics: Media & Marketing, Media Costs & Trends, Digital Media, Social Media, advertising, podcasts, marketing, podcast, digital audio, Digital Marketing, news, digital news

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