Over-the-top or connected TV? It’s time to clear the air and understand the differences between the two marketing phenomena. It’s a common misconception. Even the average marketer still falls trap to this typical confusion of distinguishing between OTT and CTV. Given the high demand of streaming services today, advertisers have been exploring ads over these platforms with Amazon Prime’s airing of commercials in February 2024 a very current example. It seems that more and more brands and marketers are investing in over-the-top (OTT) advertising, as more streaming services are shifting towards a ..read more

Earth Day is back and this year advertisers are rallying to create more inspiring ads that bring some critical action. Taking action is an important part of an effective Earth Day campaign, as it is for any purpose-based set of ads. Inevitably, some advertisers miss the mark with their eco-advertising, creating ads with good messaging but little substance. However, others show up, putting in the work to build a better future for our planet. These advertisers use Earth Day as an opportunity to highlight initiatives and promote meaningful action within their companies and the wider community.&nb ..read more

TORONTO and NEW YORK – April 23, 2024 – illumin Holdings Inc. (TSX: ILLM) (“illumin” or the “Company”), a journey advertising technology company that empowers marketers to make smarter decisions about communicating with online consumers, today announced the relaunch of illumin Elect with a direct, in platform integration to L2’s comprehensive voter database. This new integration dramatically reduces the turnaround time for building and utilizing custom audiences for political campaigns, revolutionizing the landscape of political campaign marketing. illumin Elect maximizes the capabilities of i ..read more

Data privacy is critical to successful marketing. Effective marketing requires the collection and analysis of user data across digital platforms. Customer data lets marketers impactfully speak to their audience – driving conversions or brand awareness for their clients without annoying their customers. Data can be used to compile lists of potential buyers, track customer behavior through the marketing funnel, and understand the effectiveness of campaigns to adapt them.  That doesn’t mean that users are happy with their data being treated as a commodity. Understandably, users are wary of w ..read more

March Madness is back and bigger than ever and this year the ultimate college basketball showdown was just as big for advertisers as it was for the players.  This year the South Carolina Gamecocks and the Connecticut Huskies took top prizes for women’s and men’s NCAA basketball respectively. Throughout the tournament’s two-week dribbling marathon we saw plenty of advertising winners too. With fun humor on board, advertisers went all out to get college basketball fans out of their seats and into their stores, restaurants, and dealerships. The best campaigns this year also understood the im ..read more

When you think of TikTok, what’s the first thing that comes to mind? Perhaps it’s the platform’s short-form videos, its entertainment value, or its reputation for authenticity and virality. Undoubtedly, the social network has experienced an explosive growth trajectory over the past five years and quickly surpassed the beginnings of other social media platforms. This rapid rise can be attributed not only to the popularity of short-form video content but also to the platform’s genuine and unfiltered nature.  As TikTok gained momentum, a notable shift occurred with users providing candid rec ..read more

TORONTO – April 11, 2024 – illumin Holdings Inc. (TSX: ILLM) (“illumin” or “Company”), a journey advertising technology company that empowers marketers to make smarter decisions about communicating with online consumers, is pleased to announce that it will report its first quarter 2024 financial results before market open on Thursday, May 9, 2024. The Company will host a live webcast to discuss the results on Thursday, May 9th, 2024, at 8:30 am Eastern Time. The webcast will be hosted by Simon Cairns, Chief Executive Officer, and Elliot Muchnik, Chief Financial Officer, with a question-and-ans ..read more

You often hear brands tout the importance of short, targeted ads. Too many marketers treat over-the-top (OTT) the same way they do digital advertising on social media or YouTube. Many of these marketers need to remember the importance of narrative.  When we examine what makes effective linear TV commercials, we look at the characters, the story, and the humor. Too often streaming ads focus on targeting and forget to tell a story – and yes, you can tell a good story in less than 30 seconds.  OTT, also known as streaming TV, refers to any content watched on a streaming video service vi ..read more

Amazon is turning 30 years old in 2024. On July 5, the online retailer enters its third decade, now the global leader in online sales. How did it grow to become the biggest digital storefront and is there more room for it to grow?   In 1994 Jeff Bezos founded an online bookstore; through a series of clever decisions re-invented the way customers shop online. The e-commerce market has boomed in the shadow of Amazon and after 30 years the store remains as successful as ever – but its growth is notably slowing.   In its first five years of operation, Amazon generated $650 mill ..read more

March 18 and 19, 2024, illumin was thrilled to participate in Brand Innovator’s Evolution of Retail Summit in Las Vegas. From engaging panels to illuminating Fireside Chats, this event was filled with great opportunities for insights and learnings from retail industry experts.  On March 18 our very own Seraj Bharwani, Chief Strategy Officer at illumin, moderated an exciting Fireside Chat, Navigating Digital Shifts: A Brand Transformation Journey. This chat featured a much-valued vision from guest speaker Kacy Cole, Chief Marketing Officer of Holland America.  Later in the day illumin ..read more