Blog

As web giants threaten to block Canadian media content in reaction to Bill C-18, we reiterate our support for our local news organizations, by supporting the A2C local media movement (the Association of Creative Communication Agencies).

At CASACOM, we generally recommend that our clients prioritize local media in their advertising buying strategies for several reasons, in particular to increase their impact. In the wake of the reactions of Meta and Google threatening to ban access to quality journalistic information from their platforms, our desire to support local media and their artisans is growing.

Recall that Google and Meta announced on June 22 that they would end the sharing of Canadian news on their platforms starting in December 2023. While discussions are ongoing between Ottawa and Google, no agreement has been reached to date.

Our commitment to local media

At CASACOM, we are committed to being creative in order to offer even more digital advertising options to our customers. Those who wish to do so will be able to benefit from 100% local promotion strategies or even hybrid strategies ensuring a minimum threshold of 25% local media purchases.

Although we have always considered social platforms to be an excellent way to create engaged communities, reach targeted audiences and promote content, it is important for us today to keep local media even more in mind when developing our paid strategies.

Only 14% of budgets invested locally

The media have been going through an unprecedented crisis in recent years. The migration of advertising investments to the digital platforms of global giants has deprived them of essential income to pursue their mission.

While the vast majority of advertising spend by advertisers and organizations is invested in digital, only 14% of these placements go to local media.

By launching the Mouvement Média d'ici, the Quebec advertising industry, the A2C and the Quebec Council of Media Directors set themselves the objective of doubling this percentage in the next three years. This means that an additional $200 million would be injected into the coffers of our local media.

CASACOM wants to do its part in this collective effort and therefore signs, alongside several other Quebec organizations, the Manifesto for responsible media practices.

To support the Mouvement Média d'ici you too, it is by Here.

To consult the Manifesto for Responsible Media Practices, click Here.