What did we learn at Ad Club’s Digital Day 2017?
On Thursday June 22, several Mediative team members attended the Advertising Club of Toronto’s Digital Day at the Beanfield Centre at Princes’ Gate on Toronto’s Lakefront. Marketed as the largest networking event of the year for the Canadian online advertising community, marketers, agencies, publishers, data management and technology experts came together to enjoy an entertaining and educational event.
This year’s event included two panels:
- Digital Stories: Making the Connection. This discussion focused on the use of cross-platform digital strategies to convey brand messaging.
- Our Digital Future: What Comes Next? A conversation from different perspectives, of where the digital advertising industry is heading.
Campaign Manager at Mediative, Lisa Tyldesley, said the event was a great opportunity to learn.
“There were a lot of great learnings at Digital Day including panelists discussing the future of digital storytelling and how ‘digital’ should be removed all together as brands should be telling a consistent message across all forms of communication – online and offline.”
Lisa pointed to a great example that was presented at the event – SickKids. This video was presented to showcase SickKids’ ability to tell their story. The message really hits close to home for many people and resulted in a very successful campaign, which raised a significant amount of money for the organization. SickKids released multiple videos in this series using the new approach ‘sickness is not a weakness; choose toughness over tears’. Although this campaign was extremely successful, the director mentioned that it took SickKids over 10 years to perfect their story … which is always evolving. SickKids walked away from Digital Day 2017 with the Digital Campaign of the Year award – Congratulations!
Lisa went on to say “We took away some great tips that we will be able to pass on to our clients, such as ‘Have a Reason or Season for what you’re doing. ie. Mother’s Day or Summer’. Also, one of my favourite pieces of advice was ‘There is no such audience as 18-49 – find your specific target audience and advertise to them. If your ideal user is 18 years old, direct your message to them. That will not stop a 49 year old from buying your product if they want it.’
Check out pictures from the event at Ad Club’s Facebook page.