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Our faithful readers have recently read the details of this beautiful advertising campaign signed by Dialekta, in collaboration with the Éleveurs de volailles du Québec (EVQ) for Quebec Poultry Farmers, under the theme: Having Quebec chicken on the program, it’s always a good choice.

The famous magazine Media In Canada recently dedicated an article to this media campaign, which we wanted to share with you.

_{Source: https://mediaincanada.com/2022/10/07/quebec-poultry-farmers-piggybacks-on-provincial-elections-to-reach-a-wide-audience/}

Quebec Poultry Farmers piggybacks on provincial elections to reach a wide audience

During the lead-up to Quebec’s provincial elections, political junkies may have also noticed a campaign by Les Éleveurs de volailles du Québec (Quebec’s Poultry Farmers) to increase the brand’s recognition and its local identity.

The campaign, with media led by Dialekta, placed ads in various provincial and local news media (both print and digital) near political articles.  It also had OOH ads made to look like signs from local candidates and timed with their release, Éliane Giasson, media strategist at Dialekta, tells MiC.

Beyond the fact that election content draws a big audience across demographics, Giasson says it aligned with the client’s goals philosophically as well.

“The elections are the time to share ideas and values from Québec,” she says. “We took the opportunity to highlight the local identity of Les Éleveurs de volailles du Québec at a time when people are most receptive, which is in line with our goal to inspire residents to buy local.”

The print ads also presented different chicken meal choices in the form of a ballot, and were placed in La Presse, Le Journal de Montréal, Le Journal de Québec, Journal Métro and Le Devoir.

From a culinary perspective, partnerships were also formed with local recipe sites such as Trois fois par jour, Bob le Chef, À la di Stasio and VÉRO magazine that saw different ads posted on each platform.

This food-related aspect of the campaign targeted three audiences: people looking for variety in their diets, families with young children wanting to feed them healthy food and environmentally conscious consumers who love meat and make choices in accordance with their values.

For each of these sectors, a campaign was created with a message that addressed their concerns. “Messages were delivered according to their interests,” says Giasson.

Furthermore, fun and light quizzes were created that asked users their preferences to direct them to the recipe section of Les Éleveurs de volailles du Québec’s website. The website has thus far seen a 224% increase in visits.

Credits: 

Advertiser: Poulet du Québec (Éleveurs de volailles du Québec)
Client: Marie-Hélène Jutras
Graphic design & artistic direction: DGK (Alexandre Pépin)
Media agency: Dialekta (Anne-Sophie Collins, Éliane Giasson, Marie-Pier Haineault and Philippe Montreuil)

Dialekta, an independent media agency specializing in performance marketing, has appointed Diana Ferreira as its new general manager in Montreal to supervise all of the agency’s activities in Canada and the entire North American region.

Having joined Dialekta nearly six years ago, she began her career as a strategist, before overseeing and directing accounts and operations, to ultimately reach the position of general manager.

“First of all, this appointment represents a great honor. This demonstration of confidence motivates me tremendously to continue to nurture our collective intelligence as a team, to defend benevolence in the daily management of the agency, and to strategically accompany our clients in their success,” shares Diana Ferreira, General Manager of Dialekta in Montreal.

“Diana is all about enthusiasm on a daily basis, the right hindsight in the presence of problems and the solution mode always activated. This approach has quickly made her indispensable to both the success of our company and our team’s happiness. She has a remarkable ability to analyze the multiple facets of her environment on strategic and human levels. I am very proud to count on her to carry out our mission in the coming years,” says Cyril Chaib, President of Dialekta.

A SUCCESSION PLAN INITIATED

This general management appointment also marks the first milestone in a major reflection regarding entrepreneurial succession within the company. “It feels natural to us that ownership should be shared with the employees who have helped Dialekta succeed and who want to continue growing along with us. It is important that our employees recognize themselves in Dialekta and we are confident that we will thus progress further together,” concludes Cyril Chaib.

Some talents have already been identified and will be invited to become shareholders of the company in the coming months.

ABOUT DIALEKTA

Founded in Montreal, Dialekta has established itself as a reference in media strategy and performance marketing in Canada. Nowadays, this Canadian-owned independent agency has more than 40 employees as well as an office in Paris. As part of its mandates, the agency is proud to accompany and advise prestigious companies such as Bell Media, Biron Health Group, Brother Canada, Cascades, Desjardins, Epiderma, GSoft, Point S Canada, Pratt & Whitney Canada, Ubisoft, Sollio and YMCA.

Photo credit: Maxyme G. Delisle

Several months ago, Dialekta quietly embarked on a long-awaited, meticulously planned project. It endeavoured to become one of Canada’s first digital marketing agencies to develop traditional media planning expertise.

With its vision and ambitions fully realized, Dialekta officially announces the rollout of this new service, which was until now offered exclusively to clients. As of today, the agency is taking a full-service approach to performance marketing. 

“Why the change? We want to stress that our ambition has always been to become Canada’s benchmark performance marketing agency—for all media. We’re not changing for the sake of change but rather, we’re evolving our business in a logical, cohesive way that remains true to our mission from day one. And even though clients have come to embrace the web in recent years, we want to ensure we can offer everyone an efficient, integrated service that knows no bounds. Now, our playground is as big as your ambitions!” Says Cyril Chaib, founder and President of Dialekta. 

With the announcement of this new service, Dialekta positions itself as one of the few media agencies in its field specializing in performance marketing. It’s proud to now offer clients a complete view of the consumer media journey along with its unparalleled digital strike force.

Dialekta is incredibly pleased by all the enthusiastic client feedback so far. And although it’s only just announcing its new service today, the agency already has several fully integrated performance-marketing wins under its belt. It’s proud to have spearheaded many notable Canada-wide campaigns for television, radio, print, billboards, and, of course, the web.

To oversee its new offering, Dialekta has a well-established team of four 360-degree media experts. Notably, the team is lead by Anne-Sophie Collins. Recipient of numerous industry awards, Anne-Sophie was a finalist in the 2020 Young Lions Canada competition and the winner of the New Media Award in Strategy at the A2C Idéa competition.

Dialekta wants to thank every one of its clients for their trust. Its shift toward 360-degree performance marketing would never have been possible without their support.

About Dialekta

Founded in Montreal, Dialekta has positioned itself as a performance media and marketing leader in Canada. Today, the independent Canadian-owned agency has more than 40 employees and an office in Paris. Dialekta is proud to support and advise notable companies such as Bell Media, Brother Canada, Cascades, Desjardins, Gsoft, Point S Canada and Pratt & Whitney Canada.

Dialekta Montreal is pleased to have participated last Friday in the 12th Volleybec tournament, for the great return of beach volleyball in support of bec (Bénévolat d’Entraide aux Communicateurs).

Mental health is a cause that is close to Dialekta’s heart. With the support of our agency and also thanks to the generosity of the sponsors and partners who made this 12th edition a success, this event raised a record amount of $27,000.

With this amount, it will be possible for bec to offer its services free of charge, such as the help line; psychological support, professional support, financial advice and legal advice. The money raised will allow for 225 psychological consultations to be offered to colleagues in need.

bec is a charitable organization created to support the health and well-being of workers in the media, communications and marketing industry in Quebec.

Special thanks to our proud colleagues who represented Dialekta at the tournament: (from left to right) Laura Bélanger, Éliane Giasson, Karlo Brisebois Gongora, Shaida Djavadi, Shawn Gratton, Omar Essoulimani, Archibald Arveiller and Simon Caillé.

It is with great excitement that Dialekta Montreal is moving into its new head office in the booming Angus district.

After 7 years in the heart of the Plateau Mont-Royal, it was time for us to change location and set the foundation for growth for the next 10 years.

Our new spaces are amazing. We can’t wait to share more snapshots with you. They have been designed to foster collaboration with our clients and partners and offer plenty of creative and inspiring work areas.

We look forward to welcoming you here… as soon as Public Health allows.

Note the new address:

4051 Molson Street #100, Montreal, Quebec H1Y 3L1

Since the beginning of digital advertising, publishers, advertisers and internet users have lived with Big Box, Leaderboards and other IAB standard units. These guidelines got more and more complex with the emergence of technologies allowing for “rich”,“expando” and mobile formats that were not optimized for that many pixels to be displayed.

In 2017, the IAB will put an end to this proliferation of pixel ad units and simplify the digital advertising landscape with “Flexible size ads”. No more 300×250, 728×90 and other pixel formats and say hello to ads defined by ratio (1:1, 1:2, 1:3, 2:1, 6:1, etc.). Thus, we will be able to display the same creative on mobile, tablet or desktop in different sizes but with the same proportions!

This change will take effect as soon as 2017, so how should you prepare?

PART 1: LEAN ADS

In order to go through this transition as smoothly as possible, the IAB already offers to adopt LEAN ads (Light, Encrypted, Ad choice supported & Non-intrusive). These guidelines, compatible with our current tools, also follow the new formats. It is a first step to this new digital age.

If you already respect IAB guidelines, do not worry: your ads are already LEAN!

PART 2: FLEXIBLE SIZE ADS

The effective date has yet to be announced and the deployment will take place throughout the year.

However, we would all benefit from starting as soon as possible. To this end, the IAB has already published a new ad portfolio. So, for your 2017 campaigns, forget pixels and start thinking in terms of ratio!

If you want to discover all the new formats, download our guide on Flexible Size Ads.

Photo ©IAB.com

Nowadays, who is not tempted to use his phone or tablet while watching TV? Whether it’s for texting, tweeting, browsing Facebook or Instagram, or finding an answer on the web, the temptation is strong. A study carried by Consumer Technology Association (CTA), 2015 Video Consumption Trends, reveals that 88% of individuals between the age of 18 and 34 (in the US) use a second screen when watching TV.
This is what we call “screen-stacking”, or more commonly “second-screen”.

These moments are all the more significant during ad breaks. While advertisers invest more and more $ in TV ads, catching and keeping the attention of viewers is now a real challenge for brands. The ideal solution would be to take advantage of the devices used during those moments to recapture their attention by developing strategies incorporating multi-screening.

What if TV Ad-Syncing was the solution?

TV AD-SYNCING: WHAT IS IT

Ad-syncing is the synchronization of ads broadcasted on digital devices with the ones broadcasted on TV or on the radio in real time.
This technology allows to meet your audience distracted by their mobile devices, but also to capitalize on this audience, inspired by what they are seeing on TV and looking for more information. It means taking advantage of the digital technology to meet or re-engage – with programmatic solutions – these new audiences.

HOW DOES IT WORK

Let’s say someone is watching a cooking show on TV, and during the break, an ad for St-Hubert appears. Imagine then that within milliseconds of the TV ad appearing, the same or a similar ad is broadcasted to any one of the digital devices the viewer may be using at the same time. This is ad-syncing.

The first option to synchronize its digital ads with TV is – quite simply – to adjust its media plan to the moments where are broadcasted TV ads (by using ad-scheduling). Unfortunately, this technique requires a lot of time and meticulousness, not only in the setting up but also in the operationalization. Furthermore, a lot of TV spots are not reserved for a specific hour and this makes any synchronization impossible.

Fortunately, several companies have developed ACR (automated content recognition), which are able to detect and identify a TV ad exactly when it is broadcasted. Some platforms – MediaSigma – even allows pushing this information in real time towards web ad platforms in order to synchronize digital and TV ads.
 

HOW TO TAKE ADVANTAGE OF TV AD-SYNCING?

1. Reinforce/Intensify the message

Pushing the same message on several screens at the same time can only reinforce its impact and prompt a particular resonance for the consumer. And having already an Internet access in their hand, they are only one click away from reaching the brand’s website.

A study carried by wywy and TNS Infratest shows the impact of TV ad-syncing on KPIs (such as word of mouth, buying intentions or even the interest towards the brand). The results are more than promising (see the image opposite).

2. Be present when needed

Have you ever searched for a product or service after seeing an ad on TV? If the answer is no, you’re one of the few exceptions of this world.

Indeed, the Television Bureau of Canada, with its TV/Internet Synergy Survey produced in 2014, informs us that more than 72.5% of people search for a product or service after seeing the commercial on TV.

This is a great opportunity for brands to be present during those key micro-moments. This is what TV ad-syncing is all about!
 

3. Capitalize on the competition’s investments

On the contrary, it is also possible for brands that don’t have the necessary budget for a TV campaign to capitalize on their competitors’ investments.

A counter-attack strategy consists then of deploying its own ads on digital platforms when competition broadcasts theirs on TV, or to dominate paid search during the following minutes.

For example, a Saint-Hubert TV ad will probably bring in searches to order some chicken. With TV synchronization, a competitor can deploy its ads on the web at the same time while increasing its bids in terms of corresponding searches and take advantage of the enthusiasm created.
 

4. Quantifiable results 

Other than the benefits presented above, synchronization in real time allows web advertisers to easily measure and analyze the impacts of TV ads on their website metrics – which was no easy task until then. They can now optimize and test their different TV spots and improve their ROI.

In this perspective, MediaSynced published the results for three clients (TUI, Renault and Sony), which are very promising. They noticed an increase in quality visits, resulting in a better engagement rate. For Renault, they noticed a 113% increase of their CTA. For TUI, they noticed a 37% decrease in their cost per opportunity, a 54% decrease of their conversion cost, and a 47% increase in new visits.