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Canadian Interactive Futures Roundtable
IAB Canada visionaries give their perspectives on industry development in 2009 and beyond

To preface the talk, Paula showed the audience the 3.0 edition of the “Did you Know” series. If you haven’t been watching these until now, all 3 versions are available on youtube.

I took some audio of this event, but most of it picked up too much ambient noise. Next year, I will not be a chicken and I will go right up to the stage. The pieces that I did get are available here for your listening pleasure:

Internet consumption is at the top of the media pie for 18-24 yr olds and 25-34 year olds, and within 8 years it will be #1 with 35-54 year olds. Obviously, traditional media companies have to move forward before the collapse of the traditional offerings take down the entire boat.

How do you see traditional media players reacting to this change in consumer usage as well as budget and what do you think the media landscape will look like 5 years from now?

[audio:tomer_mediasfuture.mp3|titles=Mr. Strolight on the future of media|artists=Tomer Strolight, President, Torstar Digital ]

[audio:dominique_mediasfuture.mp3|titles=M. Forest on the future of media|artists=Dominique-Sebastien Forest, General Manager, Digital Media and E-Commerce for Canoe.ca. - Quebecor Media]

Most of the discussion was about the future of media and how we can be prepared for the upcoming changes. Overall, it was an upbeat conversation with little debate. Everyone reiterated that newspaper was in trouble and that online was going to continue to grow. The most inflammatory part of the discussion, in my opinion, was when M. Forest from Quebecor decided to tell the group that he saw no issue going around agencies to get to clients since doing something innovative for the client was most important. I always have a hard time falling on one side or the other of this fence (agency to publisher reps etiquette). I may come across as naive, but usually the best solution is the one that answers: did the client get what they needed. I do not like it when suppliers who are working with me decide that things will “go better” if they deal direct; however, I have had reps call me when they have made contact with the client and disclose everything that was said. Then, I was able to add weight to the suggestions and help work with the client & publisher simultaneously. I am busy – I understand that a rep will be able to better represent their product than I might be able to. This being said, I have also been back-doored by a publisher who got a no from me, and then decided that they could do a better job going directly to the client. This, is unacceptable. I have no patience for a rep that has “mom said no, ask grandma” syndrome. It’s rude, unprofessional and slows down the whole process. Once M. Forest said this, I couldn’t take a single thing he said seriously for the rest of the presentation. I was frustrated and a bit angry. He knew his comment would get a reaction; however, isn’t it this kind of behaviour that makes agencies want to play their cards close to their chest?

I continue to learn the best practices of being a liaise between publisher, ad opportunities, editorial, client and creative, because that’s how I see myself. A liaise. A facilitator of new ideas and innovative campaigns. As I learn more, so too do my clients and colleagues. I am not so stupid to think that the issue of supplier skirting agency or agency ignoring publisher calls will go away; however, I see an increase in people trying to play everything so close to the chest. No one wants to share their successes or team up with each other in hopes of becoming the new and best thing. It’s these people that are slowing us down and all I can continue to do is be honest and open with my learnings in hope that I will learn in return.

I really enjoyed this conference. I think it was money well spent and I am glad that I consumed some of my precious carbon consciousness to make it to Toronto. I approached Paula with my feedback and again requested that this year’s speaker panel in Vancouver, Calgary & Regina include some local case studies and local comScore research. I was very pleased to hear Paula say that she was working to pick up some local sponsors in 2009 and that my (constant) feedback had been heard. I am very much looking forward to interactive to the Max this year (IABC road show) and hope to see you there.

One last note (for the IAB Canada): I noticed that your event was Carbon Neutral this year. I saw the logo and wanted to click for more information – but it wasn’t linked. Also, the invitiation required that we print out our receipts to gain admittance to the performance. I did not – I loaded it on my iPhone and the ticket taker had no problem. I suggest that you make this an option (suggest it on the receipt) next time to further reduce your footprint. Thank you for taking an interest in the environment and helping to push the industry along. It means a lot to me.