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Guess what? Our How I Get It Done series is getting rave reviews, and we can't wait to share the next thrilling interview with you! Get ready for more inspiration and insights! As expected, there are more updates coming from the 'new' Omnicom Media Canada, making it an exciting time in the industry.
Dave
Shoppers are adding to cart for the holidays
Over the next year, Roku predicts that 100% of the streaming audience will see ads. For growth marketers in 2026, CTV will remain an important “safe space” as AI creates widespread disruption in the search and social channels. Plus, easier access to self-serve CTV ad buying tools and targeting options will lead to a surge in locally-targeted streaming campaigns.
Read our guide to find out why growth marketers should make sure CTV is part of their 2026 media mix.
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🤙 Quick Hits
A new poll from Simplii Financial reveals that 41 per cent of Canadians anticipate shifts in their holiday plans and activities, and 32 per cent have altered their traditions over the past few years to alleviate stress and reduce expenses.
More than one in five Canadians (22 per cent) say they won't spend anything on the holidays. Those who do plan to spend anticipate an average expenditure of $1,708, which is $341 less than their anticipated spend last year, highlighting a preference for more conscious spending in uncertain times. In line with a shift towards increased financial discipline, over a third of Canadians (37 per cent) say they follow a budget as part of their holiday planning.
78 per cent wish they could save more during the holidays
52 per cent can't afford the holiday spending, but feel pressured to participate
48 per cent plan to give gift cards this year, making them the most popular gift choice
40 per cent of those whose traditions have changed in recent years are setting spending caps to save money
Black Friday sales numbers are up, according to Salesforce, influenced by the use of AI and retailers leveraging “Buy Now Pay Later”.
Black Friday sales in Canada grew 6% YoY, reaching $865M USD
Average discounting rose to 28% (up from 27% last year)
$173M USD in Canadian Black Friday online sales were influenced by AI and digital agents
AI-search-referred traffic:
AI-search-referred-traffic increased 5x compared to last year’s Black Friday
Conversion rates from AI search are 4x higher than social, showing AI’s strength in product discovery
Social and Mobile:
Social traffic share was 12%, down from 13% last year
Mobile traffic share decreased to 74% from 75%
Mobile order share increased to 60%, up from 57% last year
Payment Shares:
Buy Now, Pay Later shares grew from 2.8% to 5.1% this year
Mobile Wallet Pay increased from 16% to 18% this year
Both these channels are taking share from the traditional payment channels, Credit card/Debit Card, whose shares decreased from 80% last year to 75% this year
📰 News
CMDC Announces 2025 YA Future Impact Winners
CMDC announced the winners of its annual YA Future Impact Awards for 2025, marking the 10th anniversary of the awards program.
Shelley Smit Appointed CEO Of Omnicom Media Canada, Cam Reston Exits
In Canada, Shelley Smit has been appointed CEO of Omnicom Media Canada.
Omnicom To Eliminate 4,000 Jobs, Sunsets FCB, And DDB
The marathon pre-acquisition process is complete, the deal has closed, and today we learned that 4,000 positions will be eliminated as part of the new Omnicom.
Breaking: Native Touch Acquires The Podcast Exchange, Exploring the Implications On Podcast Advertising
Native Touch announced its acquisition of The Podcast Exchange (TPX) today for an undisclosed sum.
I’m Devon MacDonald, And This Is How I Get It DONE
You're tuning into This Is How I Get It DONE, the essential series dedicated to spotlighting the senior buyers, planners and strategists at agencies helping to shape the media landscape. We connect with readers to explore the personal and professional path—from where they started to the challenges they face in their current executive roles.
First up is Devon MacDonald, President and CEO, Cairns Oneil.
One word that describes your leadership style?
Devon - This is the hardest question on the list, and it’s the first one! If forced to choose one, I’ll choose empowering. I really believe in helping each of our team members grow, and I want to have an environment where people feel empowered to make decisions and use their own incredible expertise to guide our clients.
What do you wish you had known about the media buying industry when you started
Devon - I came into media from the technology and creative industries, and I wouldn’t change a thing. Those experiences pushed me towards media as I saw so much potential and innovation in the industry. As I used to say, I didn’t have the ‘burden of history’ and could instead think in terms of possibilities. Having a background that included different industries has really helped me grow our business. I’m able to draw back to my experiences looking at client challenges from those perspectives and use that to elevate our services and offerings that are designed to elevate media.
What's your go-to "shortcut" or life hack that helps you stay sharp and make faster, smarter media decisions throughout your day?
Devon - My main hack is to not get on the email hamster wheel. I organize my day by starting in the office early. I spend that time preparing for the day and pushing out the initiatives or communications I need to help move our vision and business forward. Only when it is complete do I start responding to emails.
On a personal front, I exercise and meditate daily. Those are key parts of my morning routine, and when my schedule allows it, I also ride my bike to work. Keeping my body and mind moving and healthy keeps me energized and ready for all that lies ahead.
When you feel stuck or overwhelmed by complexity, what are your go-to strategies for regaining focus and moving forward?
Devon - We are in a very fast-moving and complex business. But when you run a company based on values and strategy, the decisions are much easier. We set our plan and strategy at the beginning of the year and use that to guide our decisions daily. Our company values also help us think long-term and guide us too. The entire agency is aware of our strategy and goals, too, so that they can operate with autonomy and ease.
📊 Platform Watch
PATTISON Outdoor Advertising Expands Transit Network In Montreal
PATTISON Outdoor has been very active expanding the company's presence in Montreal, as we reported here and here. Today, they announced their expansion into the Réseau express métropolitain (REM), extending transit service across Montreal. […]
Environics Analytics Unveils ENVISION: A New Era In Data Insights
Environics Analytics (EA), Canada’s leading data and analytics company, has launched the next generation of its flagship platform, ENVISION, today.
How Google’s New ‘Ads Advisor’ And ‘Analytics Advisor’ Can Impact Campaign Results
Google is aiming to make it a little easier with the introduction of two new agents powered by the latest Gemini models—Ads Advisor and Analytics Advisor.
PATTISON Continues To Expand Its Ad Inventory In Montréal’s South Shore
PATTISON Outdoor is making another investment in Montreal's South Shore, in a significant step in the growth of its Montreal network with the expansion of its digital footprint.
Rep Finder - Do you find yourself exhausted from the hours spent hunting for the right sales rep or struggling to find their contact details?
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That’s It, That’s All
See you Tuesday,
— Dave
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