DM Magazine December 2021

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David Raab Interview

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CMA Awards Winners

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VOL. 34 • NO. 11 • DECEMBER 2021

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Vol. 34 | No. 11 | December 2021

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FORECAST ❯ 9

Four Digital Infrastructure Predictions Defining Your Organizational Future How hybrid multicloud, AI/ML, security, sustainability will impact the digital landscape

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Zenith’s Latest Ad Spend Forecast Shows the Continued Rise of Social Media But is that Good for Marketing?

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INTERVIEW ❯ 6

The Golden Record: An Interview with David Raab, Founder of the CDP Institute

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Volkswagen Canada, YWCA Metro Vancouver named top winners at 2021 CMA Awards Show

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Premiere Award Winners

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Special Category Marketing Awards

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2021 CMA Award Winners DECEMBER 2021

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MARKET RESEARCH

Zenith’s Latest Ad Spend Forecast Shows the Continued Rise of Social Media But is that Good for Marketing?

BY JONATHAN BARNARD

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he global ad market will continue its recovery from the 2020 downturn with 9.1 percent growth in 2022, after 15.6 percent growth in 2021, according to Zenith’s Advertising Expenditure Forecasts report. Global adspend will expand by 5.7 percent in 2023 and 7.4 percent in 2024, with brands looking to leverage more social media, online video, advanced TV, and eCommerce channels.

We see digital advertising continuing to exceed 60 percent of global adspend in 2022. ❯ Retailer media advertising to grow from US$77bn this year to ❱ DMN.CA

US$143bn in 2024 Social media adspend to overtake TV next year ❯ Online video to grow 14 percent a year as consumers continue to embrace streaming and advanced TV Meanwhile, advertising across all digital channels will exceed 60 percent of global adspend for the first time in 2022, reaching 61.5 percent of total expenditure; their share will rise to 65.1 percent by 2024.

Zenith estimates that global adspend will reach US$705bn in 2021, up from US$634bn in 2019, and will rise to US$873bn by 2024.

While the emergence of the omicron variant is not factored ❯

into this forecast, it will increase the risk of more set-backs to the travel, hospitality and bricksand-mortar retail sectors, and may cause further shifts into eCommerce and digital advertising.

Accelerated eCommerce fuels surge in digital adspend The pandemic has disrupted shopping habits, rapidly accelerating the adoption of eCommerce. Businesses have responded by investing in new technology, infrastructure, organizational change — and advertising. This includes brand advertising to promote eCommerce platforms, performance advertising

to direct traffic to them, and advertising within these platforms (‘retailer media advertising’) to promote specific products, all of which have surged. Zenith estimates that global digital advertising will expand 25 percent year-on-year in 2021.

Investment in eCommerce channels has risen as more people are shopping online as a necessity and have increased their comfort level for discovery and purchase via digital channels. As consumers return to shopping in person, we’ll see some rebalancing of marketing towards in-store CONTINUED ON page 22 DECEMBER 2021

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INTERVIEW

The Golden Record: An Interview with David Raab, Founder of the CDP Institute David Raab

BY STEPHEN SHAW

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STEPHEN SHAW is the Chief Strategy Officer of Kenna, a marketing solutions provider specializing in delivering a more unified customer experience. Stephen can be reached via e-mail at sshaw@kenna.ca

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single source of the truth — a 360-degree view of the customer — a “unified profile” — the “golden record”. Call it what you will, it remains a utopian vision for most organizations, despite a massive investment over the past decade in building intricate, cloud-based enterprise data stacks.

Ever since the 1980s, when data-driven marketing first became practical for most companies thanks to PC-based computing, marketers have pined for a “single view of the customer”. The response by the IT gatekeepers was to build galactic data warehouses, usually on a costly Oracle or IBM relational database management system, and provide end users limited access for analytical reporting through custom built data marts. But in the early 2000s this monolithic architecture was overwhelmed by the deluge of “Big Data”. New storage solutions like “data lakes” were needed to ingest many forms of raw data from many different digital channels. But data lakes quickly became “data swamps”, filled with extraneous data and difficult to wade through. The breakthrough finally came in 2012 with the launch of the cloud-based Amazon Redshift data warehouse which was both fast and cheap. Its arrival unleashed a wave of other data technologies which modernized the practice of data management.

Yet despite all of this innovation the dream of a “Golden Record” remains on the bucket list of every marketer. Because processing large datasets and then moving sub-sets of data around to meet the needs of different users takes a colossal effort, no matter how automated the data stack may be. In fact, the

technical challenges are so formidable, according to Gartner Research, that 80 percent of organizations are expected to abandon their attempts to create a single customer view in the next few years.

That is why an alternative solution, which first appeared around the time Redshift was released, has become popular amongst marketers: The Customer Data Platform. A CDP is simply a purpose-built platform for storing customer-level data. Unlike most other end users, marketers are not simply passive consumers of data: their job is to put the customer profile information to commercial use. A reliable, up-to-date, and comprehensive view of the customer, including all past interactions, is critical to success.

The term “customer data platform” was coined

by David Raab who is a highly regarded expert and consultant on marketing technology. In 2016 he founded the Customer Data Institute whose mission is to serve as a clearing house of information about this fast-growing but fragmented (and confusing) category.

The fledgling industry is now valued at $1.5 billion, according to the CDI, and grew by 20 percent last year.

Stephen Shaw: You became a marketing technology consultant back in 1987 when the industry was in its infancy. Looking back, how would you describe the evolutionary arc of MarTech?

David Raab: Well, the big turning point, of course, was the web, which ushered in a plethora of MarTech tools. We went from almost nothing to this infinite set of choices that we have today. That really was DECEMBER 2021

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INTERVIEW the inflection point. Next came the growth of SaaS — software as a service — which was a fundamental change in the industry. The pandemic may turn out to be another inflection point. Digital marketing is now something everybody does.

MarTech used to be expensive and difficult but now it's democratized and simplified.

Shaw: I certainly remember the PC based-era when desktop marketing systems first came along. So much has changed since then — except for the underlying principles of oneto-marketing. They remain the bedrock of data-driven marketing even today.

Raab: Direct marketing principles go back a century at this point. I’m old enough to remember the days of direct mail when mailing lists were kept on addressograph cards!

But you’re right: the fundamentals haven't changed at all.

Shaw: What has changed is the fact that you've got to accommodate a multi-device, multi-channel customer.

And that continues to be a significant challenge for marketing.

Raab: There’s still quite a ways to go in a lot of organizations.

Because it's hard, right? The reality is, most businesses can get away without doing it. Even if they don't do a lot of things we would consider to be “best practices”, the real success of a company has to do with how well you treat your customers and the quality of your products and the quality of your service and a lot of things that really aren't under marketers’ control. And even if they don't do the best job, as long as they don't do a terrible job, they're going to keep you as a customer.

Shaw: There are many barriers that businesses face in getting omnichannel marketing right, and data is one of them — dirty data, data fragmentation, you name it. Why has it been so hard for organizations to solve this problem?

Raab: Well, the data piece of it is really hard. You can’t do a mediocre job with data and succeed. And it is really hard to pull that data DECEMBER 2021

together. The data matching has become way more complicated.

We have many more sources. The sources are very different. Web data really doesn't look much like point of sale data which doesn't look much like eCommerce data. If you look at my phone number and my browser cookie and my device ID, they’ve got nothing to do with each other. It’s a whole other level of complexity to pull that data together, to get that “single view of customer” everyone loves to talk about. As long as marketers can survive reasonably well without it, they won’t make the extra effort to make it happen.

Shaw: Yet there is an increasing focus today on delivering a better customer experience.

Organizations are realizing that quality data is essential for that to happen.

Raab: Absolutely. Customers care about the quality of the experience, not the quality of the personalization. What they want is personalized service. They want returns to be easy. They want delivery to be easy. They want to push as few buttons as possible.

Marketers still have a hard time wrapping their head around that.

Shaw: You coined the term “customer data platform” back in 2013 in a blog you wrote and then three years later started up the Customer Data Institute.

What inspired you to do so?

Raab: There was just this huge market need that wasn’t being served by the big vendors — Salesforce, Adobe, IBM, Oracle — the people who probably should have done it. They just didn't quite grasp that dedicated customer data management software was different from what they were already doing. They kept telling their customers, “We’ve given you a tool for that. Just throw all your data into your CRM system or your marketing automation system.” Or some said, “Just pull it all together dynamically in real-time with some sort of a shared ID.” Well, that doesn’t work. And it took those big vendors a long time to figure out it didn't work. It took marketers way less time. And in that time, all these other vendors came along and built systems that actually did it the right way. The Customer

Data Platform Institute got started when a couple of those vendors approached me. I’d been writing about the CDP space, as you say, since 2013 and they said, “Let’s do something to promote the category.” So I came up with this idea of a vendor-neutral resource.

And talk about the right idea at the right time — easiest sale I ever made. Every vendor I asked said, “Sure, sign me up.” And the Institute has just taken off since then because there's such a need.

Shaw: What was the genesis of the category? Where did the vendors come from?

Raab: There were a couple of different classes of vendors. Some of them came out of marketing automation or campaign management or tag management.

Some of them came out of the B2B lead scoring business. And what they had in common was they had to assemble data from multiple sources in order to do what they wanted to do, whether that was lead scoring or campaign management or programmatic ad serving. Whatever it was, they needed data from more than one source. When I defined the term CDP, I realized it’s not really the application that matters — it’s the database. Because once you have the data assembled, you can use it for whatever application you want.

Shaw: The category has grown dramatically since you started the Institute.

Raab: About 50 vendors are actually sponsors of the Institute but there's about 150 companies that we class as CDPs. The biggest problem with CDP is it’s so confusing. A CDP is really a set of functions. The bulk of those 150 companies have a whole bunch of other functions in addition to the CDP functionality. So long as your software has that set of functions, we’ll count you as a CDP no matter what else the software does, as long as you share that data with other systems. CDP functionality is mainly creating unified customer profiles. That's what makes you a CDP. If you just assemble the data for your own use and don't share it, you're not a CDP. A CDP has to share its data.

Shaw: CDPs are viewed as

synonymous with marketing databases. Is that because marketers have been the main sponsors or purchasers of these systems?

Raab: That’s right. Most of the early adopters were in marketing, particularly in retail and in media, both industries that have a lot of transactions per customer with a relatively low ticket and a short buying cycle. So you need segmentation and personalization which is the main thing you do with the CDP. The value of better data is immediately apparent in the quality of the segmentation.

Shaw: The year 2016 seemed to be an inflection point when the category really came into its own. Do you have any idea why the category suddenly took off at that point?

Raab: You know, I’ve never been able to figure it out, as much as I’d like to take credit. The need was just more and more pressing, I guess, and people figured out they weren't going to get help from their normal vendors. I wish I could point to something specific.

And believe me, I’ve scratched my head many times over it.

Shaw: Just for clarification, can you share your definition of a CDP and explain how it’s different from say a DMP1 or a Master Data Management solution2?

Raab: Sure. The official CDP Institute definition is “packaged software that builds a persistent unified customer database accessible to other systems”.

Unified, meaning it brings in data from all sources. Persistent, meaning it stores it someplace.

Database, meaning it's organized around customers. A CDP offers a customer view of the data, not a product view or a geographic view. Accessible to other systems means it shares the data. It doesn’t just use it for its own purposes. A DMP, on the other hand, is a much narrower kind of product. It doesn’t actually store all the data. It’s built really just to identify audiences primarily for advertising. It has to work with huge masses of data. And the way you do that is you don’t store every transaction: you just have tags that say, “This guy’s a shoe buyer,” DMN.CA ❰

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INTERVIEW or “This guy’s bought in the last 90 days”. And because it’s mostly built around cookies, it doesn’t really store the data for that long.

It throws it away after 30, 60, or 90 days because that’s how long cookies last. You don’t have that long-term persistence which is very important because you really want to know how your customer profile changes over time. So you have to store that data someplace. CRM and marketing automation email systems work primarily with their own data. They’re not very good at importing other data sources. And MDM systems are primarily used to set up master identifiers that link different records together. It can be used for other things that have IDs like products.

Shaw: Is the CDP a client database that draws data out of the data lake, out of the EDW3, out of the CRM system, and just simply unifies it, or is it really a means of adding value to the data and feeding that back out to other systems for activation?

Raab: Data lakes are just giant pools of data used typically by a data scientist — data warehouses are limited in what they do. They don’t have the full scope of a CDP. The unique thing about the CDP is that it will pull in all the data from those sources and make it accessible as usable customer profiles. Now, some CDPs will have very extensive analytical capabilities — some will even have campaign management, and personalization, and recommendation engines, and some will do customer journey orchestration. The customer journey orchestration software will decide the right message and send recommendations to a call center agent or to a website while the customer is interacting.

But the value of the CDP itself is constructing a properly formatted, accurate, clean profile and making it shareable with the systems of engagement. It’s not just for marketers anymore. Other departments need unified data to offer a better experience. So the CDP becomes a corporate level resource, not just a marketing resource.

Shaw: I know that data scientists and analysts today ❱ DMN.CA

often spend inordinate time and effort just fetching data out of the data lake or data warehouse.

Raab: That's right. An enterprise CDP would make their life way simpler, because otherwise they just end up doing a lot of repetitive work.

Shaw: Gartner has recently said companies are about to abandon their pursuit of a 360-degree view of the customer, believing it to be unobtainable. I imagine you disagree with that statement.

Raab: I’ve actually never liked the term 360-degree view. On some level, of course it’s utopian. There’s certain data that just makes sense to look up when you need it. But you have to use judgment about what does and doesn’t make sense.

And I think there’s a lot of data that does need to be stored in a separate system that does what a CDP does.

I don’t care if you call it a CDP or not. You have to make intelligent judgments about what does and doesn't make sense to store.

Shaw: Has the CDP become critical to comply with privacy legislation?

Raab: A lot of the things you have to do to comply with privacy regulations are the things you have to do to build a CDP. The first step in complying with privacy is discovering where all of your customer data sits in your systems.

Well, guess what, that’s what you do when you build a CDP. If someone has a subject access request, well, guess what? That’s exactly what a CDP makes possible.

If you want to store consent someplace central, well, what better place than a CDP? If you want to put controls or governance on the data, what better place than the CDP? So the CDP gives you a lot of the specific things you need to comply with privacy regulations.

In that sense, it is a very, very useful technology and we thank all the privacy regulators in Europe for their help.

Shaw: Data is crucial to the customer experience, and enterprises are starting to realize that's the case. Does IT now muscle their way back into the picture? And if IT gets more

involved, are they going to favor building over buying?

Raab: Well, you’re exactly right that IT is getting more involved because there’s this realization that the organization as a whole needs unified data for a variety of purposes, not just in marketing.

And then, being IT people, they say, “Hey, we have a data warehouse. We have a data lake.

We have an MDM system for that matter. What’s the big deal? We can build this thing. Why should we go out and pay somebody to do it?”. What they don’t really understand is it's not just another data store. Managing that customer data is actually pretty tricky. Doing the data unification is pretty tricky. Having all the connectors to all your systems is a lot of work. Maybe you can get the 1.0 version from IT which meets 80 percent of the initial requirement, but then people need enhancements and at that point you’ve got the C team doing the maintenance on it and maybe they can tie their shoelaces. So you have this technical debt that just keeps getting worse and worse.

Shaw: The other potential trend is the verticalization of the category, where you have financial-specific data models, retail models, etc. Is that a likely direction the industry will go in?

Raab: Oh, yeah, definitely. We've seen that for a couple of years now.

In every industry, actually, we see specialist CDPs cropping up. They offer the functions that bankers need — that retailers need — that telcos need. There are now, for example, banking CDPs which have a pre-built data model. We see travel CDPs that can talk to ticketing systems.

Shaw: In terms of the future of the CDP industry, there‘s some question as to whether it remains an independent, separate category. Do you see the CDP category being sub-sumed by the marketing automation guys?

Raab: Salesforce and Adobe have finally built CDPs that meet our definition. Persistence was the thing that took them a while to accept. So they all have CDPs baked into their larger platforms, which makes total sense. And,

again, from a user’s perspective, I really don’t care if it’s baked into something or not. It gives the users what they need it to do.

Shaw: You once came up with Raab's Law, which says that marketing suites will always trump best of breed systems. Is that still the case today in this era of platform ecosystems like Salesforce and Hubspot?

Raab: Actually, you’re the first person that’s ever mentioned Raab’s Law to me. People will buy separate applications and attach them to a core platform if they can’t get what they want in the suite. But integration is never easy.

We just moved from an all-in-one tool that had our website and our email on the same platform to having WordPress over here and MailChimp over there and Zapier in between. And it has taken months to make what is the absolute, simplest integration in the universe. Like it’s supposed to be click, click, click, it’s done.

Well, guess what? It’s not. And our developers are tearing their hair out to do a very, very simple integration. Salesforce has done a great job with the app store that they have, right? But once you get past the really simple stuff, there's always technical work involved that will never ever go away. And that's always going to make it easier to just buy one system to do it all.

Shaw: Does the term MarTech ultimately becomes obsolete?

This isn’t about marketing anymore. This is about one customer, one relationship across multiple channels.

Raab: Yeah. It’s not just marketing. For a while, we talked about MadTech, which is marketing tech plus ad tech. Some people actually use that term, but it really is CXTech in a broader sense. And we’ll get there. Because the boundaries are disappearing.

Marketers think they’re in charge of customer experience, but nobody else thinks they are.

1. A Data Management Platform DMP is a software platform used to identify audience segments in digital advertising.

2. A Master Data Management (MDM) solution is an enterprise software product that supports the identification, linking and synchronization of master data across different systems.

3. An Enterprise Data Warehouse (EDW) is a central repository of integrated data from one or more disparate sources and is mainly used for creating analytical reports.

DECEMBER 2021

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FORECAST

Four Digital Infrastructure Predictions Defining Your Organizational Future How hybrid multicloud, AI/ML, security, sustainability will impact the digital landscape

BY MILIND WAGLE AND ANDREW EPPICH

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oday’s CIOs — from all types of companies — are on an accelerated digital transformation journey. They realize their ability to dynamically deploy and consume the right digital infrastructure, securely and sustainably, will be the primary basis of competitive advantage in the future. According to IDC, by 2023, digital infrastructure will be the underlying platform for all IT and business automation initiatives anywhere and everywhere. Such a platform needs to enable the frictionless exchange of data and operations across ecosystems from edge to core.

As we collaborate with our more than 10,000 enterprise customers and partners around the globe to drive their digital infrastructure strategies, we see trends unfolding that will render the bespoke nature of deploying DECEMBER 2021

and consuming IT extinct within just a few years. Driven by the requirement for agile, automated, as a Service digital infrastructure that’s software-defined and self-operating, DevOps engineers will be taking the lead in delivering new on-demand IT services and applications.

Hybrid multicloud will become the predominant architecture in application modernization and infrastructure service delivery, giving rise to new complexity challenges that require more programmable infrastructure, transparent asset management and cost predictability. In the next five years, artificial intelligence and machine learning (AI/ML) will increase in sophistication as enterprises demand infrastructure and applications that are operationally self-resilient. This shift will reduce the reliance on human involvement and leverage greater machine processing power that enables environments to

autonomously anticipate and dynamically adapt to changing resource demands.

In this new world, security will no longer be an afterthought, as enterprises will assume that digital infrastructure services are secure by design and configurable through software. Sustainability is now an expectation for every business.

It will be a core, non-negotiable measure of business success as companies and their supply chain partners universally commit to a net-zero carbon footprint for every facility, product and service development.

Given this dynamic digital transformation landscape, our 2022 predictions dig deeper into the prevailing drivers that will accelerate and power digital infrastructure deployment and consumption over the next decade. Read on to hear from some of our leaders in regards to what businesses should consider as they set their organizations

up to compete in an increasingly digital future.

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PREDICTION #1: Overcoming hybrid multicloud complexity will dictate digital-first success Leanne Starace, SVP, Global Technical Sales. By 2023, 40 percent of the Forbes Global 2000 will reset their cloud selection processes to focus on business outcomes rather than IT requirements. One of the biggest challenges for IT in this transition will be supporting the organization’s business strategy via hybrid multicloud, while managing increased complexity. Over the next decade, hybrid multicloud will play a prominent role in determining how organizations advance their digital-first strategies and consume IT Infrastructure as a Service. Digital leaders who overcome cloud, data and DMN.CA ❰

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FORECAST ecosystem complexity through automation, AI/ML, APIs and edge services will gain a significant competitive edge. ❯ Cloud automation will accelerate digital infrastructure consumption.

Hybrid multicloud complexity is increasing as the lines blur between private and public cloud and on-premises workloads.

Cloud automation that leverages AI/ML-enabled cloud services will significantly reduce the management overhead and costs of public cloud infrastructure and operations.

Cloud automation will also improve critical functions such as DevOps for application modernization and security for risk detection across hybrid multicloud architectures— accelerating labor-intensive functions for greater optimization.

diverse cloud service providers will help unlock advanced use cases and new sources of business value. To keep hybrid multicloud environments functioning as a coherent whole rather than a series of disjointed pieces, enterprises will need to democratize cloud access and leverage AI/ML to move workloads between clouds dynamically. Cloudnative companies will also be switching sides as they come out of the cloud into on-premises infrastructure for greater performance and scalability, giving enterprises more hybrid cloud choice.

Implications: To hit the sweet spot of capitalizing on hybrid multicloud value while mitigating complexity and cost, enterprises will use ecosystem partnerships in new and innovative ways, driving greater cloud repatriation.

Over the next five years, more powerful AI model training hardware solutions will emerge that are much denser.

Implications: Cloud automation will simplify creating and configuring cloud computing assets and streamline complex billing and ordering systems across multiple cloud platforms.

More importantly, reaction-driven automation systems will be able to detect when it’s time to allocate and deallocate dynamic resources as demand increases or decreases, eliminating the legacy processes that make this a more complex and time-consuming operation.

Ultimately, emerging platforms and tools in cloud automation will significantly advance digital infrastructure development, management, consumption and security, as everything will be software-defined. ❯ Connected cloud ecosystems will ramp up infrastructure agility. Going forward, hybrid multicloud will become a team sport. Working with an interconnected ecosystem of ❱ DMN.CA

The need to move workloads out of the cloud to on-premises infrastructure will drive enterprises to leverage Bare Metal as a Service and Edge as a Service offerings in a cloudadjacent architecture to improve infrastructure agility, reduce data egress costs, and increase data protection and privacy. In a vendor-neutral ecosystem, enterprises can use public clouds as an extension of their private infrastructure and vice versa, creating the infrastructure agility to maximize the value of both. Open source tools such as Kubernetes, containers and microservices will continue to play a critical role in these workload migrations, while APIs will help enterprises templatize and automate the deployment of migration circuits.

What it Means for Canadian Businesses: According to

technology solutions provider, reseller and Equinix partner, CDW Canada, 52 percent of Canadian organizations already have or plan to invest in cloud-based infrastructure and applications, and it isn’t hard to see why.

Furthermore, Equinix’s most recent Global Interconnection Index (GXI Vol. 5) found that the pandemic-driven acceleration of digital transformation is not letting up. Digital leaders — businesses that were already implementing a digital-first strategy — are moving four times faster than pre-pandemic levels.

As a result, what might have taken two years is now achievable within 6 months — and that trend is only likely to accelerate from here.

2

PREDICTION #2: AI/ML at the edge will power 5G and IoT Kaladhar Voruganti, Senior Fellow with the Office of the CTO. Data at the edge is exploding as 5G and IoT technologies flourish, driving a global edge computing market that’s projected to reach $43.4 billion by 2027. Information from autonomous vehicles, drones, surveillance cameras and medical IoT devices will require real-time AI/ML model inferencing at the edge. Over the next decade, AI/ ML will become pervasive in every aspect of human life: AI-powered robots will provide services from growing and transporting food, to delivering groceries, to cooking.

Advances will be made in the arena of legal/public policies to better address the ethics of AI/ML with respect to fairness, explainability and privacy protection. ❯ Data control and governance needs will give rise to AI marketplaces. Organizations will increasingly need to leverage external data (i.e., from public clouds, data brokers, IoT devices) to build more accurate AI/ML models. However, data providers have been hesitant to share raw data that might get used for unauthorized purposes by the consumers. Similarly, data consumers are concerned about the lineage of the data and models (in transfer learning scenarios) that they are getting from external sources for

security, bias and quality reasons.

Implications: Enterprises will leverage AI marketplaces to trade data and algorithms between multiple parties in a safe and privacy-preserving manner in order to maintain the chain of custody.

AI marketplaces will be blockchainenabled to help consumers keep track of the lineage of data and AI models. They will also provide secure enclaves at neutral locations, where raw data never leaves the enclave, helping providers to keep control over their data. ❯ Federated and wafer-scale AI will enable next-generation AI scalability. As data generated at the edge multiplies, it becomes less cost-effective and performant to move it to a centralized location for processing. It’s also critical that data remains within an organization’s/country’s security perimeter for privacy and compliance. Over the next five years, data gravity, latency and privacy will shift AI architectures from a centralized model to a distributed one, making distributed AI orchestrators and control planes the norm.

Increasingly, AI is being used to solve more complex problems that are using datasets that are 1000x larger than those from two years ago and require about 1000x more powerful computing power.

Implications: We are entering the era of federated AI/ML, where model training happens in a decentralized system of distributed computational devices at the edge, with organizations shipping algorithms to the edge instead of sending raw data to a centralized location. Models are trained at the edge and only model weights are then sent to an aggregation location to build a global AI model , thereby reducing cost and latency and preserving data privacy.

Over the next five years, more powerful AI model training hardware solutions will emerge that are much denser—hundreds of thousands of cores on a wafer to handle the training needs of these complex AI problems.

This next-generation AI training hardware will consume 40KW+ of DECEMBER 2021

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FORECAST power per rack, which will require liquid cooling. Furthermore, problem-specific ASIC/FPGAbased solutions will emerge for AI inferencing that will be more power efficient and provide better AI inference throughput.

What it Means for Canadian Businesses: Canada is a global leader in AI research and development, with the University of Toronto collaborating with some of the largest technology companies globally. The Artificial Intelligence and Machine Learning market will accelerate and continue to fuel Canada’s tech sector in 2022.

The 2021 federal budget included a $443.8 million commitment to growing the Canadian Institute for Advanced Research (CIFAR)-led PanCanadian Artificial Intelligence Strategy over 10 years while Toronto as the number four market for tech talent globally.

These latter two findings are consistent with Equinix research that cited Toronto and Montreal tied for second place (behind Mexico City) among edge metros in North and South America, indicating the rapid exchange of data that powers artificial intelligence is not slowing down anytime soon.

While Canada has lagged behind the US and EMEA in the development of its 5G infrastructure in recent years, Canada’s big Telecoms — Bell Canada, Rogers and Telus — will make major strides in 2022 developing their networks. As a result, businesses will begin to embrace industrial IoT like never before.

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PREDICTION #3: New trust models will top the cybersecurity agenda Michael Montoya, Chief Information Security Officer, Equinix. Cyberattacks are increasing sharply as the global pandemic continues, leading to a predicted cost of more than $6 trillion globally in 2021 and $10.5 trillion annually by 2025.

Despite the risks, companies will continue to embrace cloud services and extend traditional DECEMBER 2021

Green initiatives are now foundational for success in public and private organizations worldwide.

network boundaries to employees and partners that are essential to building digital advantage. As companies pursue their digital business models, cybercriminals continue to outpace the industry with their sophisticated attacks.

Technology leaders must help their companies navigate today’s threats and balance the risks as they anticipate and stay ahead of what’s next. ❯ Converged security and zero trust will increase the difficulty and cost to attackers. Many organizations still manage security from within siloed functions and do not share the same principles and architecture necessary to help drive greater visibility and control. Breaking down silos and establishing converged cybersecurity environments will be a top priority for Chief Information Security Officers (CISOs) as organizations extend their digital footprint. With cloud and edge deployments, increased operational technology footprints, as well as a distributed workforce, CISOs will prioritize viewing their business as attackers do, a converged physical and digital threatscape.

Implications: Security will become everyone’s job; however, CISOs will lead the charge, deploying zero-trust environments that integrate IT, OT and all digital visibility and control.

Expect to see businesses and cloud providers strengthen forces to design shared responsibility frameworks and implement solutions that deliver continuous compliance, trust and transparency.

Given that every company is now a software company, applying DevSecOps models and secure

software development life cycles (SSDLC) will ensure automated security throughout the development process. ❯ Governments will take a more active role in cyberattack offensive measures.

Governments increasingly recognize cyberattacks and ransomware demands as national threats. Given rising attacks on infrastructure and other critical sectors, governments are increasing their involvement to help the industry combat security breaches. While increased government involvement and collaboration with businesses have the potential for good, increased regulation will make it increasingly complex for companies to operate.

Implications: Governments will impose new regulations on companies — including increased disclosure of attacks and notice of breaches — mandating more information sharing and introducing new certification requirements, like the Cybersecurity Maturity Model Certification (CMMC) in the United States. Given the complexities of evolving government regulations and cybersecurity laws, governments will require companies to include greater security expertise on their Board of Directors similar to what they have for finance expertise.

What it Means for Canadian Businesses: Digital transformation and hybrid work weren’t the only trends accelerated by the COVID-19 pandemic — cyberattacks were too. According to a survey by Canadian Internet

Registration Authority (CIRA) 36 percent of organizations witnessed a rise in the volume of cyber attacks during the pandemic, with 17 percent hit with ransomware.

Almost half of Canadian cybersecurity professionals saying they are more worried about their IT security footprint and policies in light of the pandemic than before.

Not surprising, the Canadian findings of Equinix’s Global Tech Trends Survey found that IT decision makers biggest priorities going forward for their organization’s digital strategy, 77 percent of respondents cited migrating to the cloud was their top priority, followed closely by digitizing their IT infrastructure (75 percent) and improving cybersecurity (75 percent). Of note, while 44 percent of digital leaders are less concerned about security threats within the cloud compared to 62 percent a year ago, almost half (47 percent) cite data leaks and cyber threats as a result of more user distributed devices as a major threat to their organization.

As the volume and brazenness of cyber attacks continues to increase, the federal government and industry leaders will come together to make a concerted effort combat this prevalent threat by examining how to best protect digital infrastructure in critical utilities going forward.

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PREDICTION #4: Businesses worldwide will move to net-zero David Hall, Fellow Technology and Architecture with the Office of the CTO. Green initiatives are now foundational for success in public and private organizations worldwide. In his 2021 Letter to CEOs, Larry Fink, Chairman and CEO of asset management firm BlackRock, represents investors’ commitment to a sustainable future: “The world is moving to net-zero, and BlackRock believes that our clients are best served by being at the forefront of that transition.” Sustainability is driving innovation in digital infrastructure that extends from business policies and operations to end-to-end supply chains.

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FORECAST CONTINUED FROM page 11 ❯

Sustainability and technology innovation will merge. From sustainability financing to renewable energy innovations, IT organizations worldwide are rethinking their operational policies, innovating their product designs and optimizing their supply chain partnerships with business, technology and strategies that align with the planet’s climate goals.

Implications: Industry leaders will be more aggressive about integrating sustainability innovations into data center and digital infrastructure deployments and product/service development and delivery. Companies will prioritize using eco-friendly building and product designs and materials including low-carbon concrete, fossil-free steel, fewer plastics and more recycled content throughout their supply chains.

C-level executives will make it a priority to continuously assess the biodiversity implications of

business decisions to ensure they are making a positive impact on water conservation and waste reduction. ❯ The industry is committed to net-zero; within the decade, data centers will be powered by 100 percent renewable energy. An IDG survey of 2,000 global IT leaders reported that 90 percent of respondents identified sustainability as a priority and/or a performance metric for their organization.

To ramp down the average data center power unit efficiency (PUE) from 1.59 to near 1, businesses are innovating with liquid cooling, modular power bricks, energy efficiency retrofits, and machine learning models that predict power and space usage patterns. Advances in prime clean and renewable energy sources/stores such as fuel cells and green hydrogen are further accelerating the path to grid positivity, as is recycling data center waste heat for heating residential areas.

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It means reorganizing complex supply chains to prioritize vendors, products and services that enable the transition to a low carbon world. already looking beyond climate neutrality and aiming for true net-zero — no carbon at all — in their operations and across their supply chains. This means, over the next decade, companies, governments and their partners all need to align to achieve science-based targets that will reduce greenhouse gas emissions by approximately 50 percent by 2030.

Implications: To participate in the emerging circular energy economy, businesses must proactively forge municipality/ community partnerships with energy/utility leaders and deploy more sustainable business models that leverage cloud and colocation partners. Over the next decade, all data centers will be 100 percent renewable, creating a sea change that gives rise to green supply chains and new economies built around low-carbon materials. To reach net-zero, companies will pursue sustainability-focused operational excellence, innovation and reporting initiatives, which include using green power sources versus buying offsets for renewable energy and returning it to the grid. It also means reorganizing complex supply chains to prioritize vendors, products and services that enable the transition to a lowcarbon world.

Creating digital infrastructure that’s future-ready At Equinix, regularly stepping back to consider the shifts that will unfold over digital infrastructure’s

next decade is critical as we work to stay ahead of what our customers will need next. Digital infrastructure is now a primary driver of competitive advantage, and the stakes to getting it right are only getting higher.

In fact, Enterprise and Service Provider benchmark data in the Global Interconnection Index (GXI) Volume 5, a market study recently published by Equinix, shows that businesses with a digital-first strategy are moving 4.5x farther ahead by leveraging interconnection to deploy and consume digital infrastructure.

You can see digital infrastructure’s future come into clearer view at Equinix as we: ❯ Create foundational infrastructure to streamline hybrid multicloud deployments, offering a choice of physical and virtual building blocks across network, compute and storage globally. ❯ Deliver our services through software, leveraging digital and programmable interfaces, AI/ML and automation so that digital businesses can securely consume IT infrastructure self-service and on demand with agility and speed. ❯ Power our interconnected ecosystems with a broader range of interconnection options that allow digital leaders to easily discover and transact with customers, suppliers and partners to create and consume new value. ❯ Drive our Future First sustainability strategy, rallying our people and partners to envision a better future and then do what it takes to make it happen.

What it Means for Canadian Businesses: The federal government has committed to advancing sustainable development at home and abroad via its 20202023 Departmental Sustainable Development Strategy, based on the United Nations 2030 Agenda for Sustainable Development.

With ESG strategies growing in prominence across major industry sectors with growing support at all levels of government, more and more business leaders will be empowered to build out their sustainability efforts in the year ahead.

MILIND WAGLE is CIO of Equinix and ANDREW EPPICH is Managing Director, Equinix Canada DECEMBER 2021

Master of ceremonies, Rick Campanelli and John Wiltshire, president and CEO, CMA.

Volkswagen Canada, YWCA Metro Vancouver named top winners at 2021 CMA Awards Show

V

olkswagen Canada, in partnership with TYPE1 (TAXI + Wunderman Thompson), and YWCA Metro Vancouver, in partnership with Rethink, were among the top winners at the Canadian Marketing Association (CMA) Virtual Awards Ceremony this evening. In a demonstration of the strength of the marketing sector, award entries were up by well over 50 percent compared to 2020.

The quality and increased number of entries this year show that marketers are agile and innovative, finding ways to reach their customers even amidst the challenges of the past 18 months," said John Wiltshire, president and CEO, CMA. "Their creativity and resilience deserve to be recognized, as they strive to meet the needs and wishes of consumers."

The CMA Awards honours the best in Canadian marketing at an immersive online experience built exclusively for the event.

Attendees connect with hundreds of marketers across Canada through a chat feature and explore an online platform featuring Flair DECEMBER 2021

Bartenders, performances from Canadian icon Jully Black and music artist Kubla, a photo booth, giveaways and more. The evening also includes a giveaway from Pure AV valued at $11,000 CAD. The show's master of ceremonies for the 4th consecutive year is TV and radio personality Rick Campanelli.

Winners of the premiere awards are: The 2021 Best of the Best is awarded to Volkswagen Canada for their campaign entitled "The Carbon-Neutral Net," developed in partnership with TYPE1 (TAXI + Wunderman Thompson).

The 2021 Top Cause is awarded to YWCA Metro Vancouver for their Wall for Women campaign, in partnership with Rethink.

The 2021 Marketer of the Year, presented by IGM Financial, is Susan Irving, CMO, Kruger Products L.P. The 2021 Lifetime Achievement Award, presented by Kaiser & Partners, is Bryan Pearson, former President and CEO of LoyaltyOne. The winner of the new Meta

Business Equality Award is MADE |NOUS Canada Media Fund for their SEEK More | DécouvronsNOUS campaign, developed in partnership with agencies 123w, Torque Strategies and Bensimon Byrne. This award recognizes better representation of people in online ads, to inspire and demonstrate more inclusive and authentic advertising content and recognize the positive impact of inclusive portrayal — for people and businesses. SEEK MORE launched across Canada with six ambassadors reflecting the diversity of our country, its people and creative talent. From Simu Liu, star of Marvel's upcoming Shang-Chi and the Legend of the Ten Rings, to Mélissa Bédard, star of Quebec fan-favourite, M'entends-tu?, SEEK MORE proved the desire to see oneself reflected onscreen is universal.

Throughout the evening, a series of awards were presented across six disciplines: brand building, business impact, customer experience, engagement, innovative media and martech. Within each discipline, entries compete in one of nine

categories (automotive, business, consumer products, consumer services, financial, food & beverage, health care, retail and social causes).

The Top Cause and Best of the Best winners are chosen from the highest-ranking entries across their respective disciplines and categories.

The event also marks the end of National Marketing Week.

To celebrate this year's theme of Authenticity in marketing: Making the world a better place, the CMA shared insights from some of our leading thought leaders on our social channels throughout the week.

This year's awards were reviewed by a record number of judges from across Canada, through a three-round virtual process. The judging committee was co-chaired

by Jennifer Carli, Head of Brand, Social and Content at BMO Financial Group and Shelley Smit, CEO at UM Canada.

All CMA Award finalists qualify to enter the 2022 Marketing Agencies Association GLOBES, an international celebration of the best campaigns from marketers around the world.

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AWARDS

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AWARDS

Premiere Award Winners MARKETER OF THE YEAR PRESENTED BY IGM FINANCIAL The Marketer of the Year award celebrates someone who has not only made a major contribution to our country’s economy but has also become a key contributor in driving a Canadian brand right onto the global stage. The Lifetime Achievement Award celebrates massive business contributions over the course of an entire career. It’s the ultimate combination of brand building, business impact, engagement, and innovation.

Susan Irving, Chief Marketing Officer, Kruger Products L.P.

Susan Irving, Chief Marketing Officer at Kruger Products L.P., is an industry leader in strategic integrated marketing. As an award-winning senior marketing executive with over two decades of experience, her reputation for delivering business results spans all aspects of business management, consumer marketing, advertising and communications, media planning, consumer insights, and brand strategy. Her business acumen and experience leading well-known brands at Warner Lambert, Coca-Cola and PepsiCo has garnered her international accolades including CMA Awards, Cassies, Cannes Lions, Bessies, Media Innovation Awards and Canadian New Media Awards. She was among Marketing Magazine’s Top 30 Under 30 and won Strategy Magazine’s Marketer of the Year in 2020.

Susan joined Kruger Products at the start of the pandemic, which was a challenging time for paper products due to supply chain disruptions and increased consumer demand. In response, Susan brought the suite of Kruger Products’ household tissue papers into the purpose based Unapologetically Human master brand, which went on to win awards for creativity at Cannes and for efficacy at The Effies. As CMO, she is a key member of the company’s senior leadership team, responsible for leading the marketing team to set the vision, strategic direction and drive business performance for Kruger Products in Canada and the US. Susan is an icon for marketers and a reminder that creative marketing solutions make the brand.

Susan’s work has led to resounding growth at Kruger Products, including a 2.3 dollar share point increase over four brands and a 30 percent sales increase from the previous year. She also oversaw Kruger Products’ first major push in multilingual marketing by commissioning Unapologetically Human for Urdu- and Cantonese-speaking Canadians.

Following the successful and transformative work of Unapologetically Human, Susan moved on to introduce a new brand platform for Scotties in Unleash the Scotties and a new platform for SpongeTowels® in Absorb Life. All of it.™ She also successfully introduced one of the organization's first recent major innovations in SpongeTowels® UltraPRO product and was able to continue the 18-year-old Cashmere Collection® event during COVID-19 by including designer masks.

Susan is an active participant in the marketing community as Jury Chair for the Young Lions Competition, the 2021 Grand Prix Judge for the Canadian Effies and Chair of the 2021 Shopper Innovation Awards. She is an experienced keynote speaker and participates regularly in industry interviews and on panels.

LIFETIME ACHIEVEMENT AWARD PRESENTED BY KAISER & PARTNERS

Bryan Pearson, Former CEO of LoyaltyOne Co. Bryan Pearson is the former President and CEO of Alliance Data’s LoyaltyOne, a global leader in loyalty marketing services and programs. Currently serving as a strategic advisor to a number of organizations, Bryan is a global leader in loyalty, retail marketing and analytics.

In 2012, he published the New York Times best seller The Loyalty Leap: Turning Customer Information into Customer Intimacy and published the companion book The Loyalty Leap for B2B in 2013.

Bryan began his career as a marketing manager at Alias before joining LoyaltyOne in 1992. At LoyaltyOne, he was responsible for the program’s food retail partners before leading the client relationship teams in three Canadian offices. In 1999, Bryan was promoted to President of Air Miles and was instrumental in realizing the full potential of the Air Miles Reward Program over the next 20 years.

As President and CEO of Air Miles, Bryan was instrumental in transforming how retailers, credit cards and other service providers engage with their customers to position and manage brands. He shaped the conversation around using data and analytics insights for marketing and returns on investments, which were core to the ongoing success of Air Miles. His other notable successes at Air Miles include: Expanding LoyaltyOne to include Precima, a data analytics company with a focus on price, promotion and assortment optimization as well as BrandLoyalty, a company focused on short-term tactical loyalty programs in high frequency retail environments. The international profile of both businesses helped establish LoyaltyOne as a global thought leader in the field of loyalty and retail analytics.

Growing LoyaltyOne revenues to CDN$2 billion by 2019, representing a revenue increase of 400 percent, with offices in more than 20 countries.

Expanding the Air Miles Reward Program from an idea to a panCanadian household brand that engaged over 70 percent of Canadians as collectors. LoyaltyOne has been at the forefront of loyalty marketing and data analytics and became a training ground for the next generation of marketers that have gone on to operate major loyalty initiatives in Canada.

Bryan has gone above and beyond as a thought leader to spread the value of his insights to the larger industry. He frequently addresses students across several educational institutions and has actively supported them in career planning. He has also aided faculty at these institutions in providing access to materials and resources for them to incorporate loyalty and analytics data into their curriculum.

Bryan’s thought leadership on loyalty, customer experience and leveraging analytics has been cited in more than 250 articles in leading publications such as Forbes, Fast Company, The Wall Street Journal and Businessweek.

Bryan was also recognized by the University of Alberta’s School of Retail as a leading thinker and was recognized with an award for innovation.

Bryan served on the CMA Board of Directors for eight years, including a term as Chair. In that capacity, he was involved in several broad ranging strategic and financial discussions involving the evolution and success of the CMA.

TOP RANKED AWARD WINNERS The Top Cause and Best of the Best winners are chosen from the highest-ranking entries across their respective disciplines and categories.

Top Cause Best of the Best Campaign: Wall for Women Campaign: The Carbon-Neutral Net Client: YWCA Metro Vancouver Client: Volkswagen Canada Agency: Rethink Agency: TYPE1 (TAXI + Wunderman Thompson) This year’s awards were reviewed by a record number of judges from across Canada, through a three-round virtual process. The judging committee was co-chaired by Jennifer Carli, Head of Brand, Social and Content at BMO Financial Group and Shelley Smit, CEO at UM Canada. ❱ DMN.CA

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AWARDS

Special Category Marketing Awards Canada Post Integrated Marketing Award

Meta Business Equality Marketing Award

CANADA POST INTEGRATED MARKETING AWARD Award: Gold Campaign: Bake it Forward Client: Gay Lea Foods Co-op Agency: Chalkboard Marketing

META BUSINESS EQUALITY MARKETING AWARD Award: Gold Campaign: SEEK More | Découvrons-NOUS Client: MADE | NOUS Canada Media Fund Agency: 123w, Torque Strategies, Bensimon Byrne

Bake it Forward facilitated real human connections during a holidays season when so many connections were lost. Gay Lea delivered custom baking kits to random households throughout the GTA. Each kit had everything needed to bake a giant cookie, decorate it with a special message, and then bake it forward by giving it to someone else.

SEEK MORE and DÉCOUVRONS NOUS launched across Canada with 6 ambassadors reflecting the diversity of our country, its people and creative talent. From Simu Liu, star of Marvel’s Shang-Chi and the Legend of the Ten Rings, to Mélissa Bédard, star of Quebec fan-favourite, M’entends-tu?

Presented by MADE | NOUS, the campaign proved the desire to see oneself reflected onscreen is universal.

Award: Silver Campaign: Because Someone Gave Monthly Client: SickKids Foundation Agency: Cossette Award: Bronze Campaign: Walmart Rewards™ World Mastercard® Launch Client: Duo Bank of Canada Agency: Lulu Marketing Communications Inc.

Environics Analytics Data-Driven Marketing Award

Award: Silver Campaign: Said Before Client: Scotiabank Agency: Bensimon Byrne Award: Bronze Campaign: ICCRC Fraud Prevention Month Client: The Immigration Consultants of Canada Regulatory Council (ICCRC) Agency: Maple Diversity Communications Inc.

LinkedIn B2B Marketing Award

ENVIRONICS ANALYTICS DATA-DRIVEN MARKETING AWARD Award: Gold Campaign: Ladies, Rule the Road Client: BRP Cam-Am On-Road Agency: Touché! & Anomaly

LINKEDIN B2B MARKETING AWARD Award: Gold Campaign: Women. Fast Forward Client: EY Canada Agency: Brand, Marketing and Communications, EY Canada

For centuries, the industry’s positioning has been as an experience provider for men. Can-Am On-Road created a new social digital safe space for women: the Women of On-Road. This initiative was built to promote equal on-road opportunities for women. The program contributed to an increase of 15 percent in women sales YOY, turning the industry upside down!

EY’s Women Fast Forward program turned purpose into progress with an omnichannel brand and content initiative that advocated for diversity and change. Transcending B2B to B2H, the program amplified the voices of women and allies to inspire Canadian businesses and professionals to take action and drive meaningful progress towards gender-parity.

Award: Silver Campaign: Dealerships Done Digital Client: Volkswagen Agency: Touché!

Award: Silver Campaign: ETF Campaign Client: Mackenzie Investments Agency: Oliver Agency (primary), IGM Financial Creative Services

Award: Bronze Campaign: Timberland GreenStride™ Client: Timberland Canada Agency: King Ursa

Award: Bronze Campaign: Road to Recovery Client: BMO Agency: FCB

DECEMBER 2021

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AWARDS

2021 CMA Award Winners

John Fanous, Head of Industry, eCommerce & Omni-Channel Retail & Direct-to-Consumer Brands, Google

COURTESY CMA

At the awards ceremonies this year, a series of awards were presented across six disciplines: Brand Building; Business Impact; Customer Experience; Engagement; Innovative Media; and Martech.

Within each discipline, entries compete in one of nine categories (automotive, business, consumer products, consumer services, financial, food & beverage, health care, retail and social causes). Not every category had a winner at each level.

Susan Irving, Chief Marketing Officer, Kruger

Winners by Category AUTOMOTIVE Brand Building Award: Gold Campaign: The Carbon-Neutral Net Client: Volkswagen Canada Agency: TYPE1 (TAXI + Wunderman Thompson) The internet has a carbon footprint. So, to launch Volkswagen’s all-electric SUV, we made their website as sustainable as their all-new EV. We replaced every image with over 1.5 million ASCII characters, reducing the amount of embedded data. The result? A site that is 99 percent cleaner than over 2 million sites tested.

Award: Silver Campaign: Ladies, Rule the Road Client: BRP Cam-Am On-Road Agency: Touché! & Anomaly Award: Bronze Campaign: Made for Those Who Drive Hockey Client: Hyundai Auto Canada Corp.

Agency: Innocean Worldwide Canada Business Impact Award: Gold Campaign: Ladies, Rule the Road Client: BRP Cam-Am On-Road Agency: Touché! & Anomaly For centuries, the industry’s positioning has been as an experience provider for men. Can-Am On-Road creating a new social digital safe space for women: the Women of On-Road. This initiative was built to promote equal on-road opportunities for women. The program contributed to an increase of 15 percent in women sales YOY, turning the industry upside down!

Award: Silver Campaign: Year of Subaru Client: Subaru Canada Agency: Zulu Alpha Kilo Award: Bronze Campaign: Let the Roads Sleep Client: Mazda Canada Agency: Wunderman Thompson Canada ❱ DMN.CA

Customer Experience Award: Gold Campaign: The Carbon-Neutral Net Client: Volkswagen Canada Agency: TYPE1 (TAXI + Wunderman Thompson) The internet has a carbon footprint.

So, to launch VW’s all-electric SUV, we made our website as sustainable as our all-new EV. We replaced every image with over 1.5 million ASCII characters, reducing the amount of embedded data. The result? A site that is 99 percent cleaner than over 2 million sites tested.

Innovative Media Award: Gold Campaign: Ford Mach-E Drive Stream Client: Ford Motor Company of Canada Agency: BBDO Canada Challenged with updating brand perception with tech-savvy millennials, Ford reinvented the test drive by leveraging the Twitch live stream in an all-new way. Ford created the Mustang Drive Stream: a livestream experience where the internet was invited to collectively control a real Mustang Mach-E on a real track, live on Twitch.

Award: Silver Campaign: Dealerships Done Digital Client: Volkswagen Agency: Touché!

Martech Award: Silver Campaign: Hyundai Leads Dashboard Client: Hyundai Auto Canada Corp.

Agency: Innocean Worldwide Canada

Award: Bronze Campaign: Tough Turban Client: Pfaff Harley-Davidson Agency: Zulu Alpha Kilo Engagement Award: Gold Campaign: The Carbon-Neutral Net Client: Volkswagen Canada Agency: TYPE1 (TAXI + Wunderman Thompson) The internet has a carbon footprint.

So, to launch VW’s all-electric SUV, we made our website as sustainable as our all-new EV. We replaced every image with over 1.5 million ASCII characters, reducing the amount of embedded data. The result? A site that is 99 percent cleaner than over 2 million sites tested.

Award: Silver Campaign: "Escape Mountain" Client: BRP Agency: Anomaly Award: Bronze Campaign: Ladies, Rule the Road Client: BRP Cam-Am On-Road Agency: Touché! & Anomaly

BUSINESS Brand Building Award: Gold Campaign: It's Happening Client: Metrolinx Agency: Leo Burnett To combat negative perceptions that progress was being made to improve transit across the GGHA region, the “It’s Happening” campaign demonstrated action through progress in a way that was memorable, relatable, and transparent; using the analogy of those “awkward teenage years” to show that there is always an awkward phase on the road to progress.

Agency: The&Partnership The Think Small platform was a rallying cry of support for small businesses that were forced to pivot and adapt in unforeseen ways as a result of the pandemic. It provided support, resources, and access to partners to help navigate the uncertainty small businesses were facing, while also creating a community to champion their stories of resilience.

Award: Silver Campaign: TD Small Business Banking Client: TD Bank Agency: Leo Burnett Award: Bronze Campaign: Digital Main Street's Shop HERE Powered by Google Client: Digital Main St. Agency: Mosaic North America Customer Experience Award: Silver Campaign: Experience "Surface" Client: Microsoft Canada Agency: Intercept Award: Bronze Campaign: ATCO's Spruce Meadows Mobile Experience Client: ATCO Ltd. Agency: Park Digital Engagement Award: Silver Campaign: The (Modern) Office Client: Microsoft Canada Agency: Intercept

Award: Silver Campaign: EDC Business as Unusual Client: Export Development Canada Agency: McCann Montréal

Award: Bronze Campaign: Think Small Client: Canada Post Agency: The&Partnership

Award: Bronze Campaign: DevStories Client: Microsoft Canada Agency: Intercept

Innovative Media Award: Gold Campaign: The Thinking Emoji Client: The Museum of Contemporary Arts (MOCA) Toronto Agency: Leo Burnett The MOCA Thinking Emoji was a visually striking installation across

Business Impact Award: Gold Campaign: Think Small Client: Canada Post

high traffic locations in Toronto. It posed thought-provoking questions to passersby, creating awareness for MOCA’s Age of You exhibit. It led to a significant increase in website traffic and, more importantly, ticket sales, making it the most visited exhibit in MOCA’s history.

Award: Silver Campaign: DevStories Client: Microsoft Canada Agency: Intercept Award: Bronze Campaign: Experience "Surface" Client: Microsoft Canada Agency: Intercept Martech Award: Silver Campaign: Find Your Path Client: Microsoft Canada Agency: Intercept

CONSUMER PRODUCTS Brand Building Award: Gold Campaign: Dove "Courage Is Beautiful" Client: Unilever Agency: Ogilvy Canada With the Real Beauty brand platform Dove redefined notions of beauty to be more inclusive and less rooted in conventional aesthetics. During the early days of the global COVID-19 pandemic Dove saw an opportunity to redefine beauty once again by creating a campaign to announce their commitment of over $7.5 million to support frontline workers risking their lives around the world.

Award: Silver Campaign: Erable du Quebec Client: Erable du Quebec Agency: Rethink Award: Bronze Campaign: Secret Deodorant #EqualSweat Client: P&G Canada Agency: MSL Canada

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AWARDS Business Impact Award: Gold Campaign: Premier Paint New Product Launch Client: Canadian Tire Agency: Leo Burnett Over the last 100 years, the paint category has been as exciting as watching paint dry. In 2020, PREMIER Paint was ready to come out swinging with something meaningful. They introduced Ready to Roll (RTR)—paint in a bag, designed to take the pain out of painting, challenge the category and offer people an easier way to paint.

Award: Silver Campaign: Bublé Drops Client: SodaStream Agency: Edelman Canada Award: Bronze Campaign: Unapologetically Human Client: Kruger Products L.P. Agency: Broken Heart Love Affair Customer Experience Award: Gold Campaign: Come & Glow Client: Consonant Skin+Care Agency: Zulu Alpha Kilo Consonant Skin+Care knows products are only part of the path to your best skin. Enter the COME + GLOW bundle, tackling the taboo of female masturbation to unlock its radiant skin benefits. In addition to its content, Consonant’s original podcast “The More You O” helped break down the stigma surrounding solo sex and highlight its many positives.

Award: Silver Campaign: Glad for Change Client: Glad Agency: FCB Award: Bronze Campaign: Royale Home for Every Pet Project Client: Irving Consumer Products Agency: 6 degrees Integrated Communications Corp.

Engagement Award: Gold Campaign: Dove "Courage Is Beautiful" Client: Unilever Agency: Ogilvy Canada Early in the COVID-19 pandemic, Dove saw an opportunity to redefine beauty by creating a campaign to announce their commitment to support Canadian frontline workers. This campaign showed the beauty in our frontline workers’ acts of courage, poignantly captured the zeitgeist of the pandemic and re-established Dove as a leading purpose led brand.

Award: Silver Campaign: Shea Moisture - Virtual Series Client: Unilever Agency: U-Studio Award: Bronze Campaign: Tough Turban Client: Pfaff Harley-Davidson Agency: Zulu Alpha Kilo

DECEMBER 2021

Innovative Media Award: Silver Campaign: Levi's Double Portal - Cure for Joyless Shopping Client: Levi Strauss & Co. Agency: UM Canada Award: Bronze Campaign: Secret Dream Gap Tour Client: Proctor & Gamble Agency: Carat

CONSUMER SERVICES Engagement Award: Gold Campaign: Youth Mental Health: A Family of Support Client: Sobeys Agency: FCB Canadian youth are facing a mental health crisis. The last decade has seen a 75 percent increase in youth emergency department visits for mental health conditions. COVID only exacerbated the problem. Sobeys partnered with Canadian Children’s Hospital Foundation to redefine the role of family by investing in tangible solutions focused on early intervention.

Award: Silver Campaign: Art of Winter Client: Travel Alberta Agency: Initiative Media Canada Inc. Award: Bronze Campaign: Team Canada's Tablecloth Client: Sobeys Agency: FCB Innovative Media Award: Gold Campaign: Borat Subsequent Moviefilm Launch Client: Amazon Prime Video Agency: Initiative Media Canada Inc. Borat Subsequent Moviefilm was set to launch to an audience distracted by chaotic current events. A stunt-based campaign was developed to hijack the headlines with a series of unmissable activations; from a 40-foot inflatable to mask-dispensers, ultimately catapulting the film to the top of the charts.

Martech Award: Silver Campaign: SCENE Member Reactivation Client: SCENE Limited Partnership Agency: William Thomas Digital Award: Bronze Campaign: Rogers Return Kit Digitization Program Client: Rogers Communications Inc. Agency: William Thomas Digital

FINANICAL SERVICES Brand Building Award: Gold Campaign: American Express - Shop Small Client: American Express Canada Agency: UM Canada In response to the devastating impact of the COVID-19 lockdown on small

businesses, AMEX launched a powerful campaign to encourage Canadians to Shop Small and switch from ‘autopilot’ to ‘purposeful’ purchasing.

The campaign humanized the face of small business and provided a stage for their inspiring personal stories, putting the spotlight on BIPOC owners, who were disproportionately affected by the pandemic. To drive action, AMEX created an industry-first #ShopSmallStories video content series, launched virtual Twitter pop-up shops profiling owners, collaborated with local influencers, and invited cardmembers to act through a unique, social media driven incentive program.

The campaign directly infused millions into the small business community and helped over 64,000 businesses stay on the road to recovery.

Campaign: Reward the Day Client: BMO Agency: FCB

Award: Silver Campaign: Said Before Client: Scotiabank Agency: Bensimon Byrne

Award: Silver Campaign: Banking for Change Client: BMO Agency: FCB

Award: Bronze Campaign: The Museum of BS Client: KOHO Agency: Ogilvy Canada

Award: Bronze Campaign: ScotiaAdvice+ Client: Scotiabank Agency: Bensimon Byrne

Business Impact Award: Gold Campaign: RATESDOTCA Launch Campaign Client: RATESDOTCA Agency: Zulu Alpha Kilo RATESDOTCA, an insurance comparison site, encouraged Canadians to take an active role in getting a great rate on their insurance. Embracing a common metaphor for overpaying, the Don’t Get Milk campaign provided the language to define the problem, and a vivid symbol of consumers’ complacency: a sack of cow udders. The visually intrusive device helped generate a 180 percent increase in website traffic.

Innovative Media Award: Gold Campaign: Catch the Scam Client: HomeEquity Bank Agency: Zulu Alpha Kilo To protect its clients from scam artists amid the pandemic, HomeEquity Bank (HEB) developed a fraud-prevention masterclass series titled “Catch the Scam” featuring Frank Abagnale, history’s most notorious conman.

Using his experience on both sides of the law, and a content-driven strategy fusing education and entertainment, we showed retirees how to recognize scams in real time.

Award: Silver Campaign: AMEX Shop Small - Driving Purchases with Purpose Client: American Express Canada Agency: UM Canada Award: Bronze Campaign: Reward the Day Client: BMO Agency: FCB Customer Experience Award: Gold Campaign: Visa Skyline Drive-In at TIFF 2020 Client: Visa Agency: BMF In response to safety restrictions and consequences spurred by the COVID-19 pandemic, Visa set out to transform the theatre experience for what mattered in 2020. This led to the creation of the Visa Skyline Drive-in at TIFF. The safe environment was fully operated by small businesses. It hosted 12 screenings for 4000 guests over 10 days.

Award: Silver Campaign: ScotiaAdvice+ Client: Scotiabank Agency: Bensimon Byrne Award: Bronze

Engagement Award: Gold Campaign: Catch the Scam Client: HomeEquity Bank Agency: Zulu Alpha Kilo To protect its clients from scam artists amid the pandemic, HomeEquity Bank (HEB) developed a fraud-prevention masterclass series titled “Catch the Scam” featuring Frank Abagnale, history’s most notorious conman.

Using his experience on both sides of the law, and a content-driven strategy fusing education and entertainment, we showed retirees how to recognize scams in real time.

Award: Silver Campaign: Said Before Client: Scotiabank Agency: Bensimon Byrne Award: Bronze Campaign: BMO X MSO Client: BMO Agency: FCB Montréal Martech Award: Silver Campaign: Finding Leads by Taking the Lead Client: Surex Agency: Innocean Worldwide Canada

FOOD & BEVERAGE Brand Building Award: Gold Campaign: Draw Ketchup Client: Kraft Heinz Agency: Rethink The truth is, Heinz is Ketchup. When people think of ketchup, they picture the iconic Heinz bottle. To uncover this unspoken association, we conducted an anonymous social experiment.

We asked a group of people to simply “Draw Ketchup”. The result? Turns out we were right. When consumers drew ketchup, they drew Heinz.

Award: Silver Campaign: Pair it Forward Client: LCBO Agency: lg2 Award: Bronze Campaign: Brasseur de Montréal Client: Brasseur de Montréal Agency: Rethink Business Impact Award: Gold Campaign: Heinz Crowdsauced Client: Kraft Heinz Agency: Rethink The Internet has a record of every single thing you’ve searched, shared or posted - often, these posts come back to haunt us - but what if your old post could result in something positive?

Instead of asking fans what our next mashup sauce should be, we launched a line of sauces inspired by existing consumer posts found on social media.

Award: Silver Campaign: bubly Canada Flavour Launch Client: PepsiCo Beverages Canada Agency: Motive Award: Bronze Campaign: Relax Client: KFC Canada Agency: john st.

Customer Experience Award: Gold Campaign: Make It Canadian Client: Molson Canadian Agency: Rethink Molson Canadian launched The Most Canadian Beer Case Ever - a beer case filled with competitor brands for the good of Canadian beer. In just nine days and in real time, over 40 brewers had joined the case before Canada.

Ads for the campaign ran on TV, online video, social media, print, digital, and through influencer marketing. #MakeItCanadian Award: Silver Campaign: Feeding Imagination Client: Campbell Canada Agency: Zulu Alpha Kilo Award: Bronze Campaign: Dairycraft Client: Dairy Farmers of Ontario Agency: No Fixed Address Engagement Award: Gold Campaign: Draw Ketchup Client: Kraft Heinz Agency: Rethink The truth is, Heinz is Ketchup. When people think of ketchup, they picture the iconic Heinz bottle. To uncover this unspoken association, we conducted an anonymous social experiment.

We asked a group of people to simply “Draw Ketchup”. The result? Turns out we were right. When consumers drew ketchup, they drew Heinz.

Award: Silver Campaign: Make It Canadian Client: Molson Canadian Agency: Rethink DMN.CA ❰

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AWARDS Award: Bronze Campaign: Dairycraft Client: Dairy Farmers of Ontario Agency: No Fixed Address Innovative Media Award: Gold Campaign: Feeding Imagination Client: Campbell Canada Agency: Zulu Alpha Kilo Goldfish crackers launched the “Feeding Imagination” brand platform in Canada to champion the imaginative power of kids and build an emotional connection with parents. The campaign transformed media space into galleries to showcase the imaginations of real Canadian kids in the form of stories, artwork and games.

Award: Silver Campaign: Receats Client: Good Fortune Agency: OneMethod (a division of Bensimon Byrne) Award: Bronze Campaign: "Underplayed" Feature Length Documentary Client: AB InBev Agency: Anomaly Martech Award: Silver Campaign: Michelob Ultra Night Run Client: Michelob Ultra - Labatt Breweries Agency: draftLine YYZ

HEALTH CARE Brand Building Award: Silver Campaign: Sinai Health - See What Care Can Do Client: Sinai Health Foundation Agency: UM Canada Award: Bronze Campaign: The Toker 2.0 Client: Lung Health Foundation Agency: Edelman Canada Business Impact Award: Gold Campaign: SickKids VS. One Million Strong Client: SickKids Foundation Agency: Cossette Amidst a pandemic, we needed to meet our most ambitious monthly donor target ever. We invited people to become a part of history by harnessing a well-known symbol from the hospital: Bravery Beads. One million patients had earned over one million Bravery Beads, and soon we were to reach a record-breaking one million donors - join us.

Award: Silver Campaign: Everyday Voice Client: Ricola Agency: FUSE Create Award: Bronze Campaign: Sinai Health - See What Care Can Do Client: Sinai Health Foundation Agency: UM Canada

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Engagement Award: Gold Campaign: CIBC Run for The Cure Client: CIBC and Canadian Cancer Society Agency: TBWA\ Juniper Park The Canadian Cancer Society CIBC Run for the Cure was transformed from what is normally an in-person gathering of 80,000 people across Canada to a digital event that was safe and just as exciting as every other year. We achieved this by gamifying fundraising with customizable avatars before the virtual Run Day. Award: Silver Campaign: Because Someone Gave Monthly Client: SickKids Foundation Agency: Cossette Award: Bronze Campaign: Signal for Help Client: Canadian Women’s Foundation Agency: TBWA\ Juniper Park

RETAIL Brand Building Award: Gold Campaign: Haulerverse Client: Loblaw Companies Limited - No Frills Agency: john st.

When COVID hit, the swagger of scoring deals at No Frills disappeared overnight. We set out to bring it back by creating the Haulerverse: an animated universe where Haulers are depicted as frill fighting heroes.

Award: Bronze Campaign: Haulin’ State of Mind Client: Loblaw Companies Limited - No Frills Agency: john st

Award: Bronze Campaign: Levi's Double Portal - Cure for Joyless Shopping Client: Levi Strauss & Co. Agency: UM Canada

Award: Bronze Campaign: HSBC Pay Tribute Client: HSBC Bank Canada Agency: Wunderman Thompson Canada

Customer Experience Award: Gold Campaign: Gingerbread Höme Client: IKEA Agency: Rethink Every year for the holidays we make gingerbread houses, but they’re always left empty. So to turn those houses into homes we created the IKEA Gingerbread Höme kit: itty bitty replicas of IKEA’s best selling pieces of furniture in the form of stencils that people could download off the IKEA website and make themselves at home.

Martech Award: Silver Campaign: M&M Food Market Rewards 2.0 – Enhanced Personalization Client: M&M Food Market Agency: Retention Science

Engagement Award: Gold Campaign: Wall for Women Client: YWCA Metro Vancouver Agency: Rethink The YWCA Wall for Women is a permanent 42-foot-high mural designed to fund the fight against domestic violence. It discreetly hides six painted QR codes that hijack people’s phones with devastating statistics about the issue. The QR codes drive to a landing page, allowing people to learn more and donate to help women escape their violent homes.

Award: Silver Campaign: Canadian Tire - Operation: Puck Drop Client: Canadian Tire Agency: Wasserman Award: Bronze Campaign: The ScrapsBook Client: IKEA Agency: Rethink

Award: Silver Campaign: Bring A Piece of History Home Client: Leon’s Furniture Ltd Agency: Maple Leaf Sports & Entertainment

Engagement Award: Gold Campaign: Receats Client: Good Fortune Agency: OneMethod (a division of Bensimon Byrne) Good Fortune needed to do something extraordinary to survive Toronto’s grueling lockdowns. The pandemic caused people to start working from home & expensing home office items.

So Good Fortune developed RECEATS: a sneaky way for people to expense their eats by disguising their entire menu as office supplies on UberEats and DoorDash.

Award: Bronze Campaign: Set the Tone Brand Client: Harry Rosen Agency: Zulu Alpha Kilo

Award: Silver Campaign: Not for Lease Client: Roncesvalles Village BIA Agency: The Local Collective

Business Impact Award: Gold Campaign: Out-of-work mannequins Client: Toronto Association of Business Improvement Areas (TABIA) Agency: Zulu Alpha Kilo As COVID surged last Fall, Ontario’s non-essential retail was forced to close. Yet big box stores could stay open selling non-essential items. We recruited ‘Out-of-work mannequins’ to protest these unfair lockdown measures in two of Toronto’s busiest retail districts. Each mannequin held a provocative sign that appealed to the public to shop local and the government to amend its lockdown measures that punished small business.

Award: Bronze Campaign: The Green Screen Shirt Client: Harry Rosen Agency: Zulu Alpha Kilo

Award: Silver Campaign: Call to Joy Client: HBC Agency: FCB

Innovative Media Award: Gold Campaign: The ScrapsBook Client: IKEA Agency: Rethink 1.3 billion tonnes of food are thrown away every year - food that could have been eaten. To give people a tool for practicing sustainability in their homes, we created the IKEA ScrapsBook, filled with 50 recipes dedicated to cooking with the bits of food usually though of of as waste like carrot tops, banana peels, wilting greens, and old beans.

Award: Silver Campaign: Receats Client: Good Fortune Agency: OneMethod (a division of Bensimon Byrne)

Award: Bronze Campaign: Jima Predict Client: Jima Agency: Neon

SOCIAL CAUSES Brand Building Award: Gold Campaign: ASD: Rockin’ the Spectrum Client: Jake's House Agency: Edelman Canada Canadian grassroots charity Jake’s House used the universal power of music and performance to smash the misperception that those on the spectrum prefer to keep to themselves and shun the spotlight. With the creation of the ASD band, five talented autistic performers released cover versions of famous pop songs as the ASD band.

Award: Silver Campaign: Happy Birthday Twitter Client: Canadian Center for Child Protection Agency: No Fixed Address Business Impact Award: Gold Campaign: The World Needs More Nerds Client: Science World Agency: Rethink Science World’s ‘The World Needs More Nerds’ campaign recruited global nerd superstars as the faces of the fundraiser to ensure the survival of their STEAM education programs. The campaign used childhood photos of leaders in STEAM to inspire young people to embrace their inner nerd, and to inspire grown-ups to donate.

Award: Silver Campaign: Ugly Animals Client: World Animal Protection Agency: Leo Burnett Toronto Award: Bronze Campaign: Give New Voices a Voice Client: Reel Start Agency: FUSE Create Customer Experience Award: Gold Campaign: World Vision Chosen Client: World Vision Agency: WVUS Award: Silver Campaign: Give a Sit Client: Procure Foundation Agency: Rethink

Award: Silver Campaign: World’s Oldest e-Sports Team Client: HomeEquity Bank / Royal Canadian Legion Agency: Zulu Alpha Kilo Award: Bronze Campaign: ASD: Rockin’ the Spectrum Client: Jake's House Agency: Edelman Canada Innovative Media Award: Gold Campaign: ActToo Client: me too.

Agency: FCB/SIX Following the virality of #metoo, the movement launched Act Too – a platform that enables anyone, anywhere to get active in the fight to end sexual violence. It’s the first recommendation engine for activism to end sexual violence and a blockchain-powered archive that preserves it.

Award: Silver Campaign: World’s Oldest e-Sports Team Client: HomeEquity Bank / Royal Canadian Legion Agency: Zulu Alpha Kilo Award: Bronze Campaign: Signal for Help Client: Canadian Women’s Foundation Agency: TBWA\ Juniper Park Martech Award: Gold Campaign: Wall for Women Client: YWCA Metro Vancouver Agency: Rethink The YWCA Wall for Women is a permanent 42-foot-high mural designed to fund the fight against domestic violence. It discreetly hides six painted QR codes that hijack people’s phones with devastating statistics about the issue. The QR codes drive to a landing page, allowing people to learn more and donate to help women escape their violent homes.

Award: Silver Campaign: Find Your Path Client: Microsoft Canada Agency: Intercept DECEMBER 2021

// 21

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MARKET RESEARCH

Zenith’s Latest Ad Spend Forecast Shows the Continued Rise of Social Media But is that Good for Marketing?

CONTINUED FROM page 4

communication. Zenith forecasts 14 percent growth in digital adspend in 2022, and 9 percent in 2023 and 10 percent in 2024.

These forecasts are ahead of the forecasts Zenith published in July, when it saw a 19 percent growth in digital adspend in 2021 and 10 percent in 2022. The pace of digital transformation has been higher than expected, as progress towards containing COVID-19 has been slower and consumers have been wary to resume in-store shopping.

Varying opinions about vaccine effectiveness and willingness to obtain the vaccine have delayed the return to stores, causing brands to maintain a greater reliance on eCommerce and digital channels than previously forecast.

Advertising is contributing more to the global economy The structural change in the economy towards eCommerce means that advertising is playing a greater role in driving sales growth.

In particular, it has sparked a surge in retailer media advertising: display or search advertising that appear on eCommerce platforms.

Retailer media can be highly effective, allowing brands to target active buyers at the point of purchase. Zenith estimates that retailer media advertising surged from 24 percent growth in 2019 to 53 percent in 2020, and then 47 percent in 2021, when it totalled US$77bn. This is equivalent to the sums spent on newspaper, magazine, radio and cinema advertising combined, and accounts for 20 percent of all expenditure on digital display and ❱ DMN.CA

paid search advertising. By 2024 retailer media adspend is expected to reach US$143bn, and 27 percent of display and search. Much of this will be incremental to existing ad expenditure, coming from commercial budgets previously used to negotiate for shelf space in bricks-and-mortar stores.

The rise of the digital economy has also stimulated other forms of advertising, including brand campaigns on television and out-of-home, where digital brands are now prominent. The share of global GDP contributed by advertising had been rising steadily before the pandemic, from 0.72 percent in 2014 to 0.75 percent in 2019. After the step-change in digital media consumption and eCommerce last year, it is forecast to reach 0.77 percent in 2021 and 0.80 percent by 2024. This will be the biggest rise in advertising’s share of GDP since the late 1990s.

C&E Europe and MENA will grow fastest, but most new ad dollars come from the US Adspend in all regions is now well above pre-pandemic levels, and all are expected to grow healthily over the next few years. Zenith forecasts the fastest growth between 2021 and 2024 to come from Central & Eastern Europe (C&E Europe) and the Middle East & North Africa (MENA), with average annual growth rates of 12.2 percent and 10.0 percent respectively. C&E European advertising is being fuelled by the rise in productivity and disposable incomes as its economies develop towards maturity, encouraging more brands and product categories to enter the market. MENA, meanwhile, is benefiting from high oil prices as demand for energy has outpaced production. The slowestgrowth is expected from the mature markets of Western Europe, where growth is forecast at a healthy 5.3 percent a year.

However, Zenith expects the biggest contribution to the growth in ad dollars to come from the US, where adspend is forecast to expand by US$80bn between

2021 and 2024. That represents 48 percent of the entire growth in global adspend over this period.

The next-largest growth will come from China (US$15.8bn, or 9 percent of the total), the UK (US$6.0bn, or 4 percent) and Japan (US$5.4bn, or 3 percent).

These are the world’s four largest ad markets, and make up in scale what they may lack in speed.

Social media is leading ad growth and will overtake television next year Zenith predicts social media will be the fastest-growing channel between 2021 and 2024, with an average annual growth rate of 14.8 percent, closely followed by online video at 14.0 percent.

Paid search will grow by 9.8 percent a year, primarily driven by retailer media, and out-of-home will enjoy solid 7.4 percent annual growth as foot and vehicle traffic return to normal. Radio and television will grow marginally, by 2.2 percent and 1.4 percent respectively, while print declines by 4.7 percent.

Social media is becoming more competitive.

According to eMarketer, adult social media users in the US are spending 60.4 percent of their time with Facebook and Instagram this year, down from 74.8 percent in 2017. That’s the result of the rise of TikTok, which grew from nothing to 15.1 percent of social media usage over this period.

The platforms are also embracing commerce and developing new advanced interactions between brands and consumers. Brands can use self-serve tools to create Augmented Reality experiences and then distribute them through targeted advertising, which can effectively lift awareness and intent to purchase.

Zenith expects social media adspend to reach US$177bn in 2022, overtaking television at US$174bn. Social media adspend will rise to US$225bn by 2024, when it will account for 26.5 percent of all advertising, followed

by paid search at 22.5 percent and television at 21.0 percent.

Streaming and advanced TV are fuelling a rapid shift from linear to online video Linear television advertising remains the frequent default route to mass-audience brand awareness, despite years of audience losses to online video across multiple platforms.

Brands’ reliance on television, coupled with falling supply, is stimulating rapid media inflation, which will continue even after the comparison with 2020 has passed. Zenith forecasts the cost of television advertising to rise by 11 percent in 2022, compared to 4 percent for out-of-home, 3 percent for digital display, 2 percent for radio and zero for print. The widening disparity in prices means brands will have to rethink their budget allocation, and ensure they’re reaching audiences in the right place and at the right price.

The rise of advanced TV and the delivery of streaming video to television sets and mean online video advertising has more impact than ever. Combined with the continued rise of digital audiences, this will drive online video adspend to increase from US$62bn in 2021 to US$91bn in 2024, when it exceeds 50 percent of this size of television for the first time. Linear television adspend will rise from US$171bn to US$178bn over the same period.

“As consumers rely ever more on digital technology to connect and entertain them, and to inspire and fulfil their purchases, advertising is playing a greater role in driving sales and brand growth,” said Jonathan Barnard, Head of Forecasting, Zenith. “Over the next three years we expect the ad market to achieve its highest rate of sustained growth since 2000.”

JONATHAN BARNARD is Head of Forecasting for Zenith, which has more than 6,000 specialists across 95 markets who offer capabilities in Media, Data, Technology, Commerce and Content. Zenith is part of Publicis Media, the media arm of Publicis Groupe.

DECEMBER 2021

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