Tag: Destination Canada

The Future of TV: How Changes to the Way We Watch Television Are Keeping Brands on Their Toes

Long gone are the days when the whole family would crowd around a single television, completely focused on the screen for the entire duration of the programme. Today, family members consume different content in different rooms on different devices. All of this means that the traditional advert break is becoming less and less relevant – so just what does this mean for brands?



Ad blocking is already gaining ground, with more and more consumers eliminating ads they consider intrusive. According to PageFair, at least 419 million people are now blocking ads, a 90% increase in 12 months. This figure does not include content-blocking apps, in-app ad blockers, and opt-in browser ad blockers. PageFair forecasts the global cost of ad blocking to reach $41.4 billion in 2016. The best response to ad blocking is to make each advert as relevant to the viewer as possible so that it is a welcomed interruption rather than an annoyance. All messages will have the potential to become context-aware when TVs connect with other objects in the home and wearable devices.



Despite the general move away from real-time programming, certain big TV events will remain compelling enough for audiences to watch live, particularly global sporting events. But, there will be increased expectations for augmented viewer experiences through immersive content and second-screen interactivity. Netflix earlier this year announced a new second screening feature providing viewers with supplemental content which can be accessed through their mobile devices. Further brand integration with entertainment content will be key going forward, from product placement (making a brand visible in a scene) to product immersion (making a brand an integral part of the storyline). Brands should also take advantage of device fluidity – connecting TVs with other screens and platforms allowing owned content to flow from screen to screen – to provide a connected and holistic viewing experience.



Success today lies not in targeting more people, but in how brands reach consumers with personalised content based on their environment or needs. Addressability allows brands to show different ads to different viewers while they are looking at the same content, such as Destination Canada’s ‘Explore Canada’ campaign. The more a brand knows about its target audience, the more it can refine its message and deliver maximum impact. Personalisation is currently broadly limited to viewers being able to choose which device they want to watch media content on, and getting suggestions for future content based on their viewing history. We are also seeing trends in the personalisation of viewing content, such as NFL NOW, a video network which allows sports fans to build their own channel of content by selecting their favourite teams or players. In the future, personalisation might start to influence storylines based on viewers’ preferences, or perhaps even by syncing with the viewer’s emotional, physical and haptic biometric data.


As Nikki Mendonça, OMD EMEA President, explained at the Future TV Advertising Forum, it is the role of media agencies to cross-pollinate (like bees) between the emergent walled gardens to create powerful custom audiences, which will become the marketing currency of the future.


However, she warned that “there is a lot of value in the so-called wastage.” We need the reach of TV, even if targeting is very valuable: P&G scaling back targeted Facebook Ads is an interesting example.

Ultimately, we need to follow the same marketing principles as we always have. We still need a powerful story that reaches the right people at the right time and in the right place. The brands that are leading the charge in giving individual viewers what they really want will reap the rewards going forward.

Want to know more about the Future of TV? Email us at [email protected]

Destination Canada uses authentic content to inspire travellers

Authenticity was key in the launch of Destination Canada’s latest suite of rich content. The ‘Explore Canada’ campaign is focused on bringing to life the amazing sights, wonders and experiences that Canada has to offer.

There are over 6 million European travellers considering Canada as a future holiday destination. Despite being on people’s travel list, there was no urgency to book Canada as their next holiday destination. Our goal was to change Canada from a ‘might visit at some point’ destination to a ‘must see’ and next on the list.

Destination Canada is Canada’s national tourism marketing organisation. They promote Canada’s extraordinary experiences in 11 countries around the world. Their key markets include Germany, UK, Australia and France.


Research shows that consumers are increasingly moving away from traditional media. Instead, they are turning towards more personalised and trusted sources – such as friends, family and key influencers – to research and plan their travels.

Traditional marketing campaigns with sponsored banners or branded social posts are no longer enough to convince consumers to buy a big-ticket item like an international holiday. Our content marketing approach needed to reach and entice consumers at key points along their decision-making journey. We wanted to use more novel, innovative marketing ideas to engage these travellers emotionally.

Based on this, our focus is content like videos, photos and articles. Rather than a traditional branded campaign, the idea was to have viewers come into contact with the content naturally in relevant environments they typically visit for travel planning and purchase.

Over 500 pieces of high-quality content were developed across passion points and locations in Canada. Because authenticity is integral to this strategy, we didn’t include any branding on this content.

For the video content, we are leveraging a high-profile YouTuber from each of our key markets. Each influencer uses their typical filming style to highlight Canada as the perfect vacation setting. Influencers share and promote the content directly with their YouTube followers, allowing the material to seed organically. Many also promote their Canada videos on their Facebook, Snapchat and Instagram accounts.

You can currently view the latest influencer content tailored for the UK and Germany, with France and Australia content coming soon.

We then use data to align consumers with unbranded content that caters to their individual interests, passions and travel purchase behaviours. Once viewers engage with multiple pieces of unbranded content, we then serve them a personalised message from a local tourism partner who can offer them a great deal for the location or experience they’d viewed.

We are in the second exciting year of this campaign. The tremendous success of last year’s efforts included over 50 million content views and over 190K content viewers booked a holiday to Canada, with over $231 in additional tourism revenue generated for a 67:1 ROI.

Want to keep exploring? Visit Destination Canada’s key market websites – UK, France, Germany and Australia.


OMD and Destination Canada were recently awarded two M&M Global Awards for Smart Use of Data and International Growth Strategy. Our work has also been featured on the Think with Google blog.

For more information, please contact us at [email protected].

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