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2018 Upfront Season: A Buyer's Perspective

Posted by Meara Johnson on Jun 11, 2018 3:40:55 PM

The two weeks between the end of May and beginning of June are some of the most exciting weeks for the media industry. Broadcasters put on their best performances, to present their new Fall programming and schedules, and share exciting news about their stations. Our Media team at Active attended all of the events, and have shared their opinions on the new Fall lineups.

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Topics: Media & Marketing, Agency Perspective, media buying, broadcast, fall buying

Brand Safety: Protecting Your Brand in the Era of Fake News

Posted by Meara Johnson on May 10, 2018 4:29:46 PM

What is brand safety, and what are the costs of ignoring it? Imagine investing a large portion of your marketing budget into a campaign that was served alongside inappropriate, offensive, or simply misaligned content. Not only could a poorly placed ad be a waste of your investment, but it would tarnish the integrity of your brand. This is the reality that marketers and agencies alike are faced with daily in today’s digital landscape.

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Topics: Media & Marketing, Agency Perspective, media buying, Digital Media, advertising, Brand Safety, Digital Marketing, IAB Canada

Active International Recognized as an Employee Recommended Workplace for 2018

Posted by Christine Lako on Mar 23, 2018 1:11:41 PM

Award Ceremony Presented By Morneau Shepell & Globe and Mail 

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Topics: Get to know Active, Agency Perspective, Work Culture, Active Cares, #LifeAtActive, Employee Recommended Workplace

Why Corporate Trade cannot replace your Canadian media agency

Posted by KImberly Armstrong on Jul 23, 2013 9:50:00 AM


Whether you place your media in-house or work with a Canadian media agency, it is important your buyers play an important role in your Corporate Trade transaction.

After all, they are the mastermind of your media plan so collaborating with your Corporate Trade provider on the execution is critical.

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Topics: Media & Marketing, Agency Perspective, Corporate Trade 101

Best practices for launching Corporate Trade in your business

Posted by KImberly Armstrong on Jun 10, 2013 12:52:00 PM

So you've signed a Corporate Trade agreement, you have a bank of media Trade Credits
ready to go, and now it’s time to spend them. 

There are a number of factors which can help or impede the successful launch of a new Corporate Trade solution in your business.  Many businesses and agencies alike can be intimidated by the process involved of adding "another cook in the kitchen" for media buying. 

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Topics: Media & Marketing, Agency Perspective, We love our Customers, Corporate Trade 101

Media Agencies: A penny saved is three pennies earned through corporate trade

Posted by Tanja Bessey on Mar 14, 2013 9:32:00 AM

 

I’ve been working in the Corporate Trade industry for about 6 years, and consider myself somewhat of an expert.  I’m fortunate enough to have a 360 degree view of the industry and all of the different ways Barter is used by businesses and agencies,  but it wasn’t always that way.

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Topics: Cost Management, EBIT, Media & Marketing, Agency Perspective, Corporate Trade 101, Marketing on a Budget, Media Costs & Trends

Get to know Active : Karin Macpherson

Posted by KImberly Armstrong on Feb 27, 2013 10:34:00 AM

Today I sat down with media expert Karin Macpherson, Active International's newest Senior Director of Client Solutions.

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Topics: Media & Marketing, Get to know Active, Agency Perspective

The top 6 myths about Corporate Trade

Posted by KImberly Armstrong on Sep 25, 2012 3:49:00 PM

Kimberly ArmstrongIn discussions with executives that are not familiar with the new best practices around the Corporate Trade business model (also referred to as Corporate Barter), I occasionally find myself addressing incorrect or 28-year legacy perceptions about how a Corporate Trade transaction works. So today's blog focuses on educating around some of the most common myths around Corporate Trade.

Whether you’re a CXO, Procurement VP, Agency or Marketing Executive, don’t let any of the following myths prevent you from exploring Corporate Trade. You may be missing out on a strategic solution to unlock untapped value from your business.

Myth 1: You need a ton of excess inventory to enter a Corporate Trade deal.

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Topics: Corporate Trade Industry Report, Media & Marketing, Agency Perspective, Media Costs & Trends, Inventory Turnover & Closeouts

7 reasons Corporate Trade is a smart choice for marketers

Posted by KImberly Armstrong on Sep 19, 2012 3:45:00 PM

Despite an uncertain global economy, one thing has remained on a steady incline –advertising investment. Zenith Optimedia’s ad spend forecast predicts a jump of $24 million in North America and almost $100 million around the world from 2010 to 2014.

Meanwhile, CXOs across North America are seeking ways to improve their cash flow and reduce operating expenditures. More than ever before, marketers are put under the microscope each month to produce results and deliver a positive ROI.

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Topics: Corporate Trade Industry Report, Cost Management, EBIT, Media & Marketing, Agency Perspective, Retail Marketing, Marketing on a Budget, Media Costs & Trends