GainShare Performance Marketing

Excited for our long time client, GoDaddy and their return to the Super Bowl!  

The Canadian TV and streaming landscape underwent a seismic shift in 2024, with major players like Rogers, Corus, and Bell Media reshaping the way audiences consume content. What do these shifts mean for advertisers looking to maximize their reach in this evolving ecosystem? Check out our thoughts below: Canadian TV & Streaming Changes Upend Ad Spend The Canadian television industry experienced dramatic changes in 2024, with strategic realignments and new ownership deals reshaping how audiences consume content. Here’s a breakdown of the key developments and what they mean for the future of TV advertising in Canada.     Key Developments in Canadian Television     Rogers Media’s Big Moves  Strategic Partnerships: In June 2024, Rogers Communications announced multi-year agreements with NBCUniversal and Warner Bros. Discovery.  New Channel Launches: Bravo debuted in Canada in September 2024. Additional channel additions include HGTV, Food Network, Discovery Channel, Magnolia Network, and Investigation Discovery, set to join Rogers' lineup in January 2025.  Streaming Over Linear TV: Rogers also acquired Cooking Channel, OWN, Animal Planet, and Discovery Science. Unlike traditional broadcast channels, these will not return to linear TV. Instead, their content will be available on Rogers’ streaming platform, Citytv+, and through on-demand services.     Corus Entertainment’s Rebranding Strategy  Channel Revamps: Following the end of its licensing deals with Warner Bros. Discovery, Corus rebranded HGTV as Home Network and Food Network as Flavour Network on December 30, 2024. These channels will now offer a mix of original and acquired programming.     Bell Media’s Expansive Changes  USA Network’s Arrival: Bell Media brought the USA Network brand to Canadian audiences.  Channel Overhauls: Several Bell Media channels received new identities:  Discovery Science → CTV Nature  Animal Planet → CTV Wild  Discovery Velocity → CTV Speed  Investigation Discovery → Oxygen True Crime, an NBCUniversal brand.     What This Means for TV Advertising     Shifts in Advertising Platforms  Rogers’ acquisition of high-profile channels like HGTV and Food Network positions it as a key player for advertisers. The strong viewer base of these channels is likely to attract significant advertising dollars, leading to a reallocation of budgets toward Rogers’ media properties.     Rebranding Opportunities and Risks  Corus and Bell Media’s rebranding initiatives present a double-edged sword. While the fresh identities can bring renewed interest, advertisers must navigate these changes carefully. Assessing the new content strategies and audience demographics of rebranded channels will be critical to maintaining effective campaigns.     Adapting to a New Media Landscape  With these sweeping changes, the Canadian television ecosystem has entered a transformative phase. Advertisers will need to stay nimble, leveraging data and audience insights to adjust their strategies. 

With all the newsletters to your inbox post-holiday, we have a few standouts that are worth your time this week for marketers:    1. Linear TV is still flexing its muscle  This Macy’s Thanksgiving Day Parade continues to show that live events remain a powerful tool for driving reach on linear TV. This year’s parade drew a record-breaking 31.3 million viewers making it the most-watched entertainment broadcast since the 2020 Oscars. Linear TV remains a cornerstone for brands looking to tap into appointment viewing opportunities.  https://lnkd.in/gyfp2t4m    2. Social media bans for kids: A potential global trend?  Australia’s recent law banning social media for children under 16 may signal a shift in global policy. Violations could cost platforms like TikTok and Snapchat millions in fines. From a media perspective, this could impact youth-oriented advertisers that utilize social media as their dominant channel for this demographic. Will North the US & Canada follow suit?   https://lnkd.in/dDtc8TRc    3. Creators vs Influencers - where should brands invest?  The distinction between "creators" and "influencers" is becoming increasingly critical for brands. Influencers offer instant access to built-in audiences, while creators deliver high-quality, platform-native content for sustained brand storytelling. Emerging categories like AI-driven "makers" add new layers to this dynamic, challenging marketers to refine strategies. The right choice depends on campaign goals—short-term performance or long-term brand equity.  https://lnkd.in/dKiXjC9f

In today’s data-driven world, performance marketing continues to evolve—but the fundamentals remain the same. In our latest blog post, Cass Baker, Co-CEO of Gainshare, shares five essential traits every performance marketer needs to thrive: A focus on delivering revenue, a healthy skepticism for platforms, adaptability, curiosity, and the ability to "be the brand." Read the full article with Cass' insights here! https://lnkd.in/gDEWhRUd

In today’s digital landscape, D2C brands face the challenge of balancing growth while navigating an ever-changing marketing ecosystem. That’s why now, more than ever, leveraging performance-driven video is a game-changer. In our latest blog, we break down how performance video presents a unique opportunity for D2C companies to effectively scale their businesses. Here’s what you’ll learn: - With precise audience targeting, performance video can drive awareness and engagement with the right customers at the right time, ensuring no wasted ad spend. - By leveraging data, brands can test, iterate, and optimize video content to maximize ROI, ensuring that every dollar spent drives measurable results. - Video content captures attention, builds trust, and communicates brand value like no other format. It’s not just about selling a product—it’s about telling a story that resonates. Whether you're looking to optimize your current video strategy or dive into performance-driven creative for the first time, our blog has insights to help you take your campaigns to the next level. https://lnkd.in/g_g5etBH #D2C #PerformanceMarketing #DigitalStrategy #PerformanceVideo #D2CGrowth #Scale #Gainshare

As the phase-out of third-party cookies approaches in 2025, businesses must shift their focus to first-party data to remain competitive. First-party data—gathered directly from your customers with their consent—isn't just a valuable asset; it’s critical for creating personalized, privacy-compliant marketing strategies. Here’s why first-party data matters now more than ever: Personalization at scale for stronger customer engagement Improved targeting with lookalike audiences and advanced retargeting Better ROAS by reducing wasted ad spend Predicting consumer behavior for smarter marketing As privacy regulations tighten and third-party cookies disappear, prioritizing first-party data is no longer optional—it’s essential. Here is the link to the full article by Sai Kiran https://lnkd.in/gvdRqueV #FirstPartyData #MarketingStrategy #DigitalMarketing #Personalization #DataPrivacy #GainsharePerformanceMarketing

An article by the Wall Street Journal highlights that this year, there are five fewer days between Thanksgiving and Christmas compared to previous years, compressing the holiday shopping period. Adding to the challenge is the backdrop of the 2024 election, which could further divert attention from holiday spending. While this is a challenge for retailers, it’s not unique to them. Nonprofits face a similar situation. As we discussed last week in our article "Year-End Presents Challenges & Opportunities for Nonprofits," the condensed holiday season and the election’s distractions pose difficulties for nonprofits as well. Just like retailers need to optimize a shorter shopping window, nonprofits must be more strategic with their outreach and fundraising efforts during this limited year-end giving period. Both sectors are under pressure to maximize impact in a time when attention is fragmented. https://lnkd.in/gXqXkEtJ

The year-end/holiday season is crucial for nonprofits, with up to 30% of annual donations coming in the last few weeks of the year. But with increased competition and high media costs, how can nonprofits stand out and maximize their impact? We understand that success during the holiday giving season is built year-round. From early brand-building and strategic targeting to creating adaptable, platform-specific creative, Anna V Fowles, EVP Performance Creative, takes us through the many ways nonprofits can reach and convert donors. It’s not too late to launch your holiday campaign. Discover how your nonprofit can navigate this competitive season and come out stronger. https://lnkd.in/gfD9sWAx

At the Performance-Driven Marketing Institute (PDMI) West Conference, Alesha Romatier, SVP Integrated Media Strategy, joined the "Buy-Side Banter: Performance Agencies Speak Out" panel, alongside Vicky Chang, where she shared her insights on navigating the complex relationship between brands, media outlets, and publishers. The panel explored where the performance marketing industry stands today, discussed the biggest challenges and opportunities for agencies and their clients, and offered their perspectives on what’s next for the rapidly evolving landscape. We sat down with Alesha to have a conversation about her takeaways from this year's conference. With the media landscape evolving rapidly, successful campaigns require a thoughtful approach; there is no one-size-fits-all model. Alesha discusses 4 main takeaways from the conference that you can read in the article below. We’d love to hear from you, what were your key takeaways from this year's PDMI West Conference? Share your insights in the comments below! https://lnkd.in/gmSjCBww

Even in the streaming age, millions of households continue to subscribe to cable television. So, what networks are considered must-haves in today's media landscape?    According to the 2024 EMR (formerly Beta Research) Cable Subscriber Study, the top basic networks by subscription are ESPN (73%), ESPN2 (68%), Disney Channel (67%), Nat Geo (66%), Weather Channel (66%), Discovery Channel (66%), and ID (66%).   But what truly drives viewer engagement? When asked which networks were critical to their enjoyment of cable, adults ranked ESPN (48%), Food Network (45%), History (43%), Weather Channel (43%), Discovery Channel (42%), FX (42%), and Nat Geo (39%) as the top contenders.   We understand the value of audience insights in creating high-performance, targeted media strategies. With cable still commanding significant influence, brands and advertisers should not overlook its enduring power in reaching engaged viewers - the key is focusing on where audiences are finding value and entertainment.