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March 18, 2025

Local Media Crisis 1/2: Causes & Impacts of digitization

Local media are going through a deep crisis, exacerbated by the rise of digital technology and the domination of tech giants like the GAFAM. For several years, the industry has been trying to raise awareness among stakeholders about these issues, which severely affect the viability of Quebec and Canadian media.

Traditional Media Digitalization

Our medias are transforming.

Today, content from conventional radio (on a traditional receiver) is migrating to streaming radio, and the offerings in digital audio, podcasts, and streaming music are increasing.

News media are increasingly abandoning paper to develop their own platforms.

Linear television is increasingly being viewed via Over-The-Top (OTT) services, that is, the broadcasting of linear television content over the Internet and video on demand (streaming services).

We can also observe this phenomenon with outdoor advertising, whose digital inventory is increasing and is now being purchased via online programmatic platforms.

Impacts on media revenues

Despite this shift, Quebec local media, both online and offline, have seen their advertising revenues drop by 41% since the last peak reached in 2012. Meanwhile, those of other digital platforms have recorded a record increase of 629%, according to the Media Study Center (CEM).

Percentage variation in advertising revenues by sector in Quebec from 2012 to 2022

Source: Centre d’Études sur les Médias, Université Laval

In 2023 alone, we witnessed the disappearance of Vrak TV, Métromédia, which includes 16 local newspapers in the Montreal area, and the 70 community newspapers of the Metroland Media group in Ontario. More than 3,500 jobs have been cut in Canadian media.

According to Statista, nationally, in 2022, more than 46% of digital investments were dedicated to paid search and 25% to social networks. The rest is divided between display, video, and digital signage.

Causes of the exodus of advertising investments related to digital technology

The diversification of digital offerings

Several factors contribute to this exodus of advertising investments. First, increasing competition due to the diversification of channels and platforms available for consuming online content.

Since the creation of Facebook, platforms like Threads, Instagram, X, TikTok, Twitch, Snapchat, BeReal, Pinterest, Reddit, and YouTube have emerged. According to Vividata, the average user consults 7.2 social networks per month.

This fragmentation of offerings inevitably leads to changes in media consumption habits.

The CEM 2024 Digital News Report shows that a quarter of Canadians identify social networks as their main source of information.

The challenges posed by Bill C-18 and its consequences

We can also highlight poorly adapted government legislative support, as evidenced by the impacts of Bill C-18, which aimed to compensate local media for the use of their content. This law was circumvented by META by blocking Canadian news content.

Many local media are now deprived of an essential source of distribution and discoverability for their content. This is the case, for example, for RAD of Radio-Canada, Urbania, and Narcity.

Compte Instagram de RAD de Radio-Canada

The prioritization of instant results

We must acknowledge that companies prioritize short-term, even instant, return on investment. This is even more true given the current economic situation. The combination of large user bases and excessive advertising proposals means they benefit from a very large advertising inventory.

These low costs allow them to sell advertising visibility based on instantly generated results such as website visits, purchases, return on investment, etc. These tactics are called PPC (pay-per-click).

CONCLUSION

The impact of digitization on local media is undeniable: it has weakened our traditional economic models, but it has also opened the door to new dynamics.

The transition to digital requires local media to innovate, rethink their relationship with their audience, and diversify their revenue sources.

This transformation also brings opportunities: primary data, contextual environments, measurement, attribution, real-time advertising performance optimization, and CPM buying.

Far from signaling their decline, digitization could well be the engine of a renewal – provided they manage to adapt and take advantage of new technologies.

2025 Media Trends White Paper by Dialekta

You can learn more by downloading our white paper on media trends 2025 here.

Contact us to discuss your marketing investments.

Media

March 18, 2025

Local Media Crisis 2/2: The Opportunities of digitization

Digitization offers local media, agencies, and advertisers opportunities to increase their performance and competitiveness. This is particularly thanks to primary data, measurement, contextual environments, attribution models, optimization, and purchasing methods.

The rise of digital technology and tech giants’ domination have greatly impacted local media. Today, they are going through a crisis that reflects the competitive and legislative challenges of our industry. In Chinese, the word ‘crisis’ (weiji) is composed of the symbols for danger and opportunity.

The Importance of First-party data

The disappearance of third-party cookies and mobile identifiers fundamentally changes the options available for online targeting for all players. These were used to track user behavior from one domain to another (website or mobile application), build a precise profile of users based on their actions, and then categorize them. The Lightbeam application showed us that after visiting only 12 sites, a typical user could end up with nearly 450 trackers on their browser.

Along with the arrival of Bill 25, which requires, among other things, explicit, mandatory, and specific consent to collect user data, primary data is becoming increasingly valuable. Some local media are proposing the use of Data Clean Rooms. These allow them to anonymize and pool their first-party data with that of the advertiser to create highly qualified targeting without compromising user data confidentiality.

Contextual Environments

We now have a less holistic view of a user’s digital journey, making it more complex to target advertisements based on their interests. To remedy this, advertisers need to reach consumers in relevant environments that reflect their interests to ensure the relevance of advertising messages. Since this is a content-based strategy, our media have a competitive advantage. Particularly compared to social media, which are merely news feeds.

Example: Fonds de Solidarité FTQ campaign in the Personal Finance section on LaPresse

Measure

Not all advertising impressions (views) are equal. Many factors influence consumer attention and thus their receptivity to receiving an advertising message. To name just a few, there is the ad format, the placement on the web page, the advertiser’s share of voice, the exposure time, the broadcast time, the method of consumption of the chosen media, the content consumed at the time of exposure, etc.

We notice an increase in options to measure attention and, thus, advertising impact. These allow us to surpass short-term measures such as clicks, purchases, or website visits. For example, Contextful measures ad receptivity according to micro-patterns (scrolling, clicks, time spent, device manipulation, and various other interactions), DoubleVerify measures viewability, and RealEyes measures attention based on eye position and facial reactions.

Attribution

Digital platforms target the most qualified consumers to take action, which allows them to have a high conversion rate. The results generated are based on a limited attribution model that does not (or very little) consider the contribution of other media in the conversion process or the temporality of advertising effects. This measure unfairly penalizes media that do not offer direct and immediate marketing returns.

Econometric modeling from the ThinkBox Profit Ability 2 Report has shown that the faster advertising memorability declines, the shorter the marketing effects (results). For example, television has a memorability rate of 66% week after week and generates marketing results over eight weeks. For PPC tactics, the memorability rate is 25% week after week and generates results over two weeks. Media channels have short and long-term effects to varying degrees.

Advertisers, therefore, restrict sustained profitability by prioritizing direct and instantaneous performance channels.

Real-Time Optimization

Self-service platforms offer budget flexibility that distinguishes them from premium media competitors. Campaign parameters selected in advance, such as dates, budgets, targeting, etc., are adjustable any time. This is a significant competitive advantage for advertisers with aggressive marketing objectives.

We already observe that some local media are taking advantage of a self-service operation to be more accessible to advertisers, such as Le Guichet by Quebecor, Atelier Direct by LaPresse+, or PubM32, which represents a dozen local Quebec publishers. Some inventories are also available on programmatic platforms.

CPM Buying

Even today, broadcast media are purchased in units of efficiency, in GRPs (Gross Rating Points), by market. GRPs are calculated by multiplying reach (%) by average frequency. Budgeting a presence on radio or television, therefore requires a minimum investment in each targeted market to ensure impact.

In contrast, digital media does not require this consideration. Inventory is purchased by the absolute number of views at CPM (Cost per Thousand Impressions). Buying by CPM is independent of the size of the targeted markets and, therefore of the brand’s impact. With this type of purchase, it seems more accessible for national advertisers to generate extensive geographical reach, although potentially inconsequential.

Conclusion

Industrial disruptions induced by technological innovations are inevitable, but they must be leveraged for the benefit of Quebec and Canadian media.

Raising awareness among the Quebec population about the necessity of local media is not enough.

Educating advertisers about the relevance of local media is not enough.

Governments must adequately support our media at the legislative and financial levels to ensure healthy and fair competition.

Local media must arm themselves with proactivity and speed to leverage the advances offered by the immediacy of digital for their clients.

Advertisers and agencies must more accurately measure the marketing impact of their media investments to maximize their performance.

You can learn more by downloading our 2025 Media Trends White Paper.

Contact us to discuss your marketing investments.

Media

November 26, 2024

Performance Max vs. Demand Gen: Which Strategy Should You Adopt to Maximize Your Goals?

In today’s digital landscape, online advertising is essential for attracting and converting potential customers. Google Ads offers a variety of formats and campaign types, with Performance Max and Demand Gen being two of the most powerful options. But how do you choose between these two campaign types, and why might it be beneficial to combine them for a comprehensive marketing strategy? This article explores the specifics of each campaign type, their differences, and how they can complement each other to maximize your advertising results.

What Is a Performance Max Campaign in Google Ads?

Performance Max (often abbreviated as Perf Max or PMax) is an automated campaign format leveraging Google’s artificial intelligence (AI). It runs ads across all Google channels—YouTube, Search, Display, Discover, Gmail, and Maps—to maximize conversions with a goal-focused approach.

Infographie des plateformes de diffusion des campagnes Performance Max de Google Ads : YouTube, Display, Search, Discover, Gmail et Maps

Benefits of Performance Max for Multi-Channel Visibility

The primary advantage of Performance Max is its ability to reach users across Google’s entire network, significantly extending your ad’s reach. Whether your prospects are watching a video on YouTube or checking their emails in Gmail, your ads appear seamlessly, increasing the likelihood of conversions.

Optimizing Conversions with Performance Max

Thanks to Google’s machine learning algorithm, Performance Max continually adjusts bids, audience segments, and creative assets to meet your goals, whether they are sales, lead generation, or other conversions. The campaign relies on intent signals and collected data to improve results in real-time.

How AI Enhances Performance Max

The use of AI enables Performance Max to deeply analyze user behaviors and automatically optimize ad delivery. AI dynamically combines creative elements (such as images, videos, and headlines) and targets the right audience to maximize campaign performance.

What Is a Demand Gen Campaign in Google Ads?

Demand Gen campaigns are designed to capture attention and generate interest during the early stages of the buying journey. These campaigns focus on Google’s visual platforms, such as YouTube, Gmail, and Discover, enabling advertisers to engage a broad audience with highly interactive and visually appealing ads.

Infographie des plateformes de diffusion des campagnes Demand Gen de Google Ads : YouTube, Discover, et Gmail

The Role of Demand Gen in Building Audiences

Unlike Performance Max, which aims for direct conversions, Demand Gen focuses on creating demand and boosting brand awareness. It seeks to grab attention and spark interest in a product or service through striking visual content.

Visual Ad Formats and User Engagement

Demand Gen campaigns use engaging visual formats, such as videos and interactive banners, to captivate users. These formats are ideal for products requiring high visual impact or for ads where storytelling is key.

Examples of Successful Demand Gen Campaigns

Some companies have used Demand Gen to introduce new products to the market by employing immersive videos on YouTube or captivating images on Discover. These campaigns establish a connection with the target audience before guiding them to more conversion-focused campaigns.

Key Differences Between Google Performance Max and Demand Gen

Both campaign types offer unique benefits and cater to different objectives. Here’s a side-by-side comparison:

Criteria	Performance Max	Demand Gen
Main Goal	Maximize conversions	Generate demand and increase awareness
Channels Used	All Google channels (Search, YouTube, etc.)	YouTube, Discover, Gmail
Ad Types	All formats (text, visual, video)	Visual and video ads
Targeting	Intent-based audience signals	Behavioral, contextual, and lookalike
Bidding	Conversions, conversion value	Clicks, engagement, conversion value
Product Feeds	Goal-driven retail feeds on all surfaces	Visual product feeds for YouTube, Gmail, Discover
AI Integration	High automation with AI and machine learning	Context and engagement-based targeting

Are Performance Max and Demand Gen Complementary?

While Performance Max and Demand Gen have different objectives, they are highly complementary in a comprehensive Google Ads strategy.

Why Combine Performance Max and Demand Gen?

Using Demand Gen at the top of the funnel creates interest, drives traffic, and attracts prospects to your brand. Performance Max then steps in to convert these prospects into customers by optimizing touchpoints and driving specific actions, such as purchases or sign-ups.

Optimizing the Conversion Funnel with Google Ads

These two campaign types can cover the entire conversion funnel:

Demand Gen focuses on the awareness phase, grabbing attention and sparking interest.
Performance Max handles the consideration and conversion phases, turning interest into action.

This holistic approach engages users throughout their buying journey, maximizing results.

Schéma de l’entonnoir de conversion aligné face aux stratégies des campagnes Google Ads : Search, Demand Gen et Performance Max

Conclusion

In conclusion, the choice between Performance Max and Demand Gen depends on your campaign goals, but using them together can amplify your results. Demand Gen captures attention and creates demand, while Performance Max leverages AI to maximize conversions. By combining these two campaign types, you can build a comprehensive and effective advertising strategy that covers every stage of the customer journey.

Media

May 22, 2024

Traditional television in Quebec: a powerful and growing channel in 2024.

Traditional Television in Quebec

The traditional TV programming launches are just around the corner, unveiling the fall 2024 schedules. This annual event plays a pivotal role in shaping the strategies and success of TV channels. These launches help maximize advertising revenue, garner agency feedback, strengthen the channel’s brand, and stand out in a highly competitive market. Traditional television in Quebec is a significant cultural vehicle that resonates deeply with the audience.

The first VAM (Television Audience Measurement) data from Numeris, which analyzes video viewing across linear TV, OTT services, and online platforms, highlights the prominence of traditional television in Quebecers’ viewing habits. In the first quarter of 2024, linear TV accounted for 79.2% of all video viewing by francophones in Quebec, compared to 20.8% for platforms like YouTube, TikTok, Netflix, Amazon Prime, Disney Plus, and others.

Source: Numeris VAM Mo-Su 2a-2a, Share of TotTime(00), January, Febuary and March, A2+

Quebec francophones watch 9 hours more of traditional TV per week than other Canadians. This popularity is reflected in the advertising opportunities offered by local media, which can generate higher gross rating points (GRPs) in Quebec than elsewhere in Canada. For instance, 5 advertising spots in the series STAT on ICI Radio-Canada can generate 83 GRPs with a reach of 28%, compared to the same number of spots in Grey’s Anatomy, which generates 17 GRPs with a reach of 7% in English Canada.

Television has a deep and dynamic connection to Quebec’s popular culture, with several unique characteristics distinguishing it from the Canadian Anglo market. Let’s delve into some specific traits of the Quebec market:

Our Loyalty to Local Content

Quebecers are not just fond of television; they are passionate about their shows. When evaluated over all the Canadian provinces, eight of the top 10 Canadian TV shows with the highest viewership in fall 2023 were from Quebec. These include Chanteurs Masqués in first place, STAT in fourth, then Indéfendable, Révolution, En direct de l’Univers, Discussions avec mes parents, Infoman, and 5e rang in tenth place. Despite representing 23% of Canada’s population, Quebec’s contribution to top Canadian viewership is significant.

Source: Numeris, Conex TV PPM query builder, Top programs displayed based on conventional stations, Fall 2023, programs with 3+ airings

This local dedication also translates into less interest in pure-play platforms. According to the Media Technology Monitor (MTM) data reported by the CRTC, 67% of all Canadians subscribe to Netflix, compared to only 55% in Quebec. Moreover, the selection of Quebec TV shows on Netflix is still limited, with only a few series like Fugueuse, 19-2, and Hubert et Fanny available.

Our Unique Star System

Quebec’s star system is distinctly different from the rest of Canada. Our stars are homegrown. Forty-eight out of the 50 favorite TV shows of Quebec francophones are original local productions, while 46 of the top 50 shows in English Canada are American. Excluding the news and sports, English Canadian shows represent only 25% of viewing in the English-language market compared to 55% among francophone Canadians. Consequently, Quebec’s viewing is less fragmented; 75% of francophone Quebecers’ viewing is concentrated on 7 channels, compared to 22 channels for the same proportion in the rest of Canada.

Our Nostalgia

In Quebec, when we love something, it’s for the long haul. The enduring popularity of our shows is testament to this: En direct de l’Univers has been on air since 2009, Belle et Bum since 2003, Tout le monde en parle since 2004, Salut Bonjour since 1988, Infoman since 2000, and La Poule aux œufs d’or since 1993 (with the original airing from 1958 to 1966).

Even if shows are taken off the air, our attachment remains. Classic Quebec shows like La Fureur, Passe-Partout, Star Académie, and Un gars une fille have made comebacks. In the fall of 2023, 26 years after its last airing, La Petite Vie returned, drawing a 19.56% viewership rating. Last year, Les Boys’ 25th anniversary garnered a 16.69% rating.

There’s even a show dedicated to the nostalgia of key TV moments, allowing viewers to revisit the archives: Les Enfants de la Télé on ICI Radio-Canada. After all, it’s on our license plates: Je me souviens (I remember).

Our Love for TV Dramas

The first major success of Canadian francophone television, La Famille Plouffe in 1953, ignited a lasting passion among Quebecers for TV soap operas. Shows like Le Survenant (138 episodes), Cap-aux-Sorciers (117 episodes), Les belles histoires des pays d’en haut (495 episodes), and L’Auberge du chien noir (376 episodes) have left an indelible mark, becoming a part of daily life for many years.

Today, the success of daily shows like STAT and Indéfendable defies traditional TV viewing trends. Never have so many Quebecers been glued to their screens at 7 p.m. each evening. STAT even managed to lower the average age of its viewers, with 70% of the audience being 45 years old or younger, according to ICI Radio-Canada.

New Year’s Eve Enthusiasm on Radio-Canada

The four most popular shows of the year occur on the same night. Last year, Bye Bye 2023, aired at 11 p.m., reached an average minute audience (AMA) of 4.569 million viewers, engaging more than half the population of Quebec live with a 59.22% viewership rating. By comparison, it is stronger than the 2024 Super Bowl. Indeed, despite breaking its record from 2015, it reached over 120 million Americans, for a 42% viewership rating. This makes the Super Bowl 30% less popular than Bye Bye in Quebec. Unsurprisingly, commercial spots sell out in less than 48 hours, more than 6 months in advance! Many non-Quebec advertisers, such as Audible, BMO, Tim Hortons, A&W, and Coca-Cola, have recognized this phenomenon. With its local content, television still has the power to bring people together and remains central in many Quebec households.

In second, third, and fourth place of last year’s most popular shows, we find La revue Infoman aired at 10 p.m., En direct du jour de l’an 2023 (En direct de l’Univers) aired at 7 p.m., and Les coulisses du Bye Bye 2023 aired at 12:17 a.m., with viewership ratings of 45.43%, 30.89%, and 25.61%, respectively.

Our take

At Dialekta, we prefer original content and high-quality productions. We attend these launches and have a keen sense of them, partly derived from our digital expertise but mainly because we, too, love our Quebec linear TV. We know that Quebec television offers an attractive return on investment for advertisers, thanks to its popularity among Quebecers, its impact, high attention levels, lasting advertising effect, prestige image, and wide coverage.

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