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October 1, 2019 | Interview with… Hugo Dallaire

PROGRAMMATIC BUYING WITH LA PRESSE HAS BEEN BEEFED UP

Because it enables advertisers to automate the process of buying ad inventory in real time, programmatic is a highly effective way to reach the right audience. And thanks to major investments made over the past year to enhance this service, La Presse’s programmatic offering has grown stronger than ever. Here’s how we did it.

A new infrastructure


“With our servers centralized at Google, we can now deliver a comprehensive offering that encompasses private bidding, preferential bidding, and programmatic guaranteed, as well as the full spectrum of ad formats via direct buying,” explains Hugo Dallaire, Strategic Alliance and Programmatic Development Director.

Even more precise targeting


By measuring time spent with articles, topics of interest and ad interactions, the La Presse programmatic ecosystem helps advertisers reach their targets with pinpoint accuracy. “You can advertise with readers based on 12 broad topic areas that include, for example, business or travel, but also highly specific profiles, like SME owners or travellers interested in European destinations,” Hugo notes.

Big formats, big impact


A few weeks ago, the lapresse.ca website began offering advertisers a pair of hefty new ad formats: Super Agora (634 x 634 px) and Super Billboard (970 x 415 px). “They’re big and bold; you can’t miss them!” Hugo enthuses. Quite rare in the industry, these new formats solve the many problems that can occur with a classic Homepage Takeover, where display of the side banners can vary from one screen resolution to another. The Super Agora and Super Billboard are available in programmatic guaranteed for set periods, such as one day or one week.

From social to programmatic


Another new ad format worthy of note is Social Display. “The advertiser sends us a post from their Facebook or Instagram feed, and our team adapts it to this now-standard format for programmatic distribution,” Hugo explains. This advertising mode is a way to boost the reach of an impactful social post.

October 1, 2019 | La Presse+ interactive magazines

PRIVILEGED ENVIRONMENTS IN WHICH TO ADVERTISE

On one side, there’s advertisers’ desire for familiarity with, and even control over, the environment in which their ad placement is going to appear. On the other, there’s the need to preserve the credibility and journalistic independence of the newsroom. The La Presse+ promotional and interactive magazine formats fulfil both needs at once, by offering coherent environments for readers and advertisers alike.

Safeguarding journalistic reputation


The success and reputation of La Presse depend on the credibility of its newsroom and the freedom granted to its journalists and columnists. “Our interactive magazines allow us to create rich, relevant content in close collaboration with advertisers, without weakening reader trust in the editorial team,” says Émilie Goudreau, Director, Media Creativity and Content Marketing.

Planned and directed content


“Advertisers benefit from a credible, positive environment and can be informed on content related to their ad,” Émilie explains. They can also direct the content, in a way that’s compliant with industry best practices. Lastly, the topics to be covered are planned several months in advance, so brands can develop customized ads for maximum impact.

Interactive magazines to reach the right audience


“Our studies show that readers appreciate the interactivity of ads in La Presse+, and even more so when those ads are positioned in a meaningful context,” Émilie continues. A reader will naturally be more attracted to an offer for a European cruise after reading an article on, say, the Baltic Coast. There are four magazines allowing advertisers to reach a variety of audience segments:

Demographics
  • SUITE, a lifestyle magazine for 25–54s

  • 4664, a publication comprising stories of interest to Boomers (55+)

Interests
  • Habitat is focused on house & home

  • Ambiance Maison is devoted to decoration and renovation


For copies of the media kits for our magazines, talk to your account manager.

July 9, 2019 | Case Study

VICHY’S BRANDED CONTENT CAMPAIGN IN LA PRESSE+

Vichy ran an ad campaign in La Presse+ from January 4 to February 8. Afterward, La Presse asked Ad Hoc Research to conduct a brand lift study to find out just how effective the campaign was and how much it benefitted the Vichy brand.

A substantial brand lift was noted across the board, with improvements in spontaneous awareness (+16%*), overall brand perception (+20%*), purchase consideration (+29%*) and probability of brand recommendation (+48%*) compared with unexposed readers.

These encouraging results confirm that La Presse+ is a strong digital media outlet offering positive visibility for brands and high levels of reader engagement.


*Variation (%) between consumers exposed to the campaign and consumers not exposed to the campaign.
Source: Vichy online survey – Ad Hoc Research – La Presse, February 2019, n=1,367 monthly La Presse+ readers (Exposed: n=677 and Unexposed n=690).


July 9, 2019 | Branded content

Three Myths About Branded Content

La Presse is known in Quebec’s media landscape for offering high-quality, impactful branded content. Every year, hundreds of XTRA pieces are produced jointly with advertisers from all industries. But some myths still persist about this form of advertising. Here are the top three.


  1. “Branded content” is just another term for advertorial



    They’re similar, but they’re not the same.

    Both branded content and advertorials are articles that advertisers publish in a known media source. But “advertorial” is an outdated term that applies just to print media and typically refers to material developed by brands.

    Meanwhile, branded content is a more recent concept that applies to digital media. Since the content is produced by media professionals, it's seamlessly integrated into the digital environment for a result that’s much more organic.


  2. The advertiser should be introduced subtly



    This approach was a lot more common in the early years of sponsored digital content. Brands often presented content that was unrelated or only loosely connected with their industry in the hopes of nabbing the interest of as many people as possible. The brand name was then subtly dropped and the result wasn’t always very natural. This would leave readers feeling as though they'd been duped.

    Today, transparency is key to keeping readers on side. Every brand can find something interesting to say, so why be shy about putting your name out there? After all, you’re the expert in your field. Keep your customer base properly informed with credible content that’s meaningful to them.


  3. You have to use the same tone as your ad campaigns


    Brands often forget that their sponsored content leverages an existing relationship between the media source and its readers.

    Readers choose a given media platform because they like its tone and reporting style. That’s why it’s best to align your campaign’s tone with the media’s voice and not with your brand’s other communications.


May 14, 2019 | 2nd ANNUAL TAC-TIL XTRA CONTEST

2nd ANNUAL TAC-TIL XTRA CONTEST

On May 7, La Presse held its second annual TAC-TIL XTRA Contest, which highlights the best branded content appearing in La Presse+.

A group of 20 finalists were invited to attend the Awards Ceremony at the Montreal Museum of Fine Arts. While many outstanding pieces were submitted, these three stole the spotlight:

First place :
Fonds de solidarité FTQ by Cart1er
Second place :
Liberté Skyr by Cossette
Third place :
Francos de Montréal by L’Équipe Spectra

Congratulations to all finalists! See you next year!

May 8, 2019 | La Presse new app

La Presse gives advertisers a sneak preview of its new app

La Presse unveiled its new app to advertisers on May 1 to 3. Patrick Jutras (VP Sales), Jean-Marc de Jonghe (VP Digital Products), Geoffroy Bernard (Senior Manager, Business Intelligence) and Éric Trottier (VP Assistant Editor) each took a moment to highlight how their teams contributed to this major undertaking.

Our ever-eloquent journalists Katia Gagnon, Isabelle Hachey, Patrick Lagacé and Yves Boisvert also took to the mic to extol the importance of quality journalism.

La Presse readers have responded enthusiastically to app, which offers more than 120 daily news items, special features and in-depth investigations from the journalists, columnists and guest writers that La Presse is known for.

If you haven’t seen it yet, you can find our app at:
https://application.lapresse.ca/

April 22, 2019 | Magazines

SUITE celebrates its first anniversary

SUITE interactive magazine celebrated its first anniversary on April 22! The monthly publication is included in La Presse+ and then distributed on lapresse.ca, La Presse mobile and social media, recording an average of 174,000 unique openings per issue.

For the past year, SUITE has been offering positive content on the art of living, enhanced with a distinctive graphic design. The environment has proven popular with our dedicated readers and advertisers.

2019 is shaping up to be a promising year for SUITE. Thanks to all the advertisers who have helped make this success possible. We hope the magazine has many more anniversaries on the horizon!

April 2, 2019 | Second annual TAC-TIL XTRA Contest

Second annual TAC-TIL XTRA Contest: Down to the final round!

Two years ago, La Presse launched the TAC-TIL XTRA Contest, which highlights the best branded content published in La Presse+.

In all, 20 XTRA pieces were selected as finalists. They represent advertisers from a broad range of industries, including banking, entertainment, food and grocery, health, real estate, etc.

The deliberations were held in La Presse offices on Tuesday, April 2. The jury was chaired by Etienne Bastien, the founder and head of creative intelligence at Noé, and its members were Sann Sava (DDB Canada Montréal), Paula Badran (National Bank), Jean-Sébastien Martel (Cart1er), Léa Désourdy (Touché!) and Claire Bouchard (La Presse).

The big winners will be announced on Tuesday, May 7 at a special gala held at the Montreal Museum of Fine Arts.

Congratulations to all the finalists!

For more information about the contest official TAC-TIL XTRA Contest Page

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