It’s the media agency’s job to identify and reach the strongest possible audience for a given brand. Online media companies throw the word “premium” around a lot to describe their audiences, so what do these experts look for?
As part of a panel of experts examining the findings of Context Matters (a research project conducted by Marketing, Globe Media Group, the Canadian Marketing Association and Rogers Insights), Jeff Berry, managing director of Touché Toronto, and Caroline Breton, managing director at Mindshare, explored the definition of premium in Canada’s media sphere and showed that what’s good for one brand isn’t the best for every one.
