The Big Canadian Measurement Opportunity - Take 2

A new ‘what next’ breakfast to help define the data, metrics and measurement roadmap for Canadian TV as the industry looks to ensure budgets follow audiences and media-generated profit.

Supported by

Replacing lost linear reach. New audience opportunities via TV streaming.  The potential for SVOD advertising tiers. Ensuring linear ad budgets follow audiences to TV streaming. Proving connected TV is worth the money. What do these things have in common? They are all themes at The Future of TV Advertising Canada 2024, and they are all underpinned by improved and holistic measurement.

Once again this year, Numeris is supporting the annual breakfast briefing at this event to help understand and define the measurement roadmap for Canada. Last year discussion covered a few items such as:

• Enriching the data available for measurement, as we move from a ‘one-size-fits-all’ world
• Reduce ambiguity: ways to make data more available and actionable
• Quality matters, but why it must start with the ability to compare and understand the data
• Use of census data (to stabilize panels, show ad exposure, measure the unmeasured, etc.)
• Implications for English Canada as Cross-Platform Video Measurement goes National
• Full integration of Hybrid VODs, like Netflix, into the reporting and planning ecosystem
• Expanding the use of panels into virtual or synthetic panels as a cross-media common denominator
• The value of ‘alternative measurement and currency’ solutions like those seen in the U.S.
• From content measurement to ad measurement
• Aligning the metrics and currency between linear and digital.

Where are we one year later?  What have we accomplished? What new tools and dataset are now available that help expand our understanding of consumer behaviours?  Where do we need to pivot and what to prioritized? 

Like last year, we are asking breakfast attendees to help shape the agenda for The Big Canadian Measurement Opportunity with a focus on realistic and achievable goals that have an acceptable benefit vs cost equation for a market of 40+ million people. Once again, the focus is on progress rather than perfection. You can expect discussions around understanding changing behaviours, finding audiences, supporting growth and driving optimisation.

This invitation-only event is being conducted under The Chatham House Rule to encourage everyone to share their opinions freely.  What matters most to you? Demonstrating incremental reach, and helping buyers right-size campaigns, across linear, BVOD and other streaming sources? Showing the value of TV campaigns sooner? The quest to demonstrate business outcomes? Metrics to support measurement harmonisations on the way to cross-media measurement? 

Bring your views and join us at The Carlu at 7:45am on September 11^th as we review the action points from 2023 and develop new ones.

If you would like to attend, please fill out this form, attendance is first come first served so we advise arriving early. You must be registered for the main event and the breakfast briefing in order to attend.