Research

Cross-Media Optimization Studies (CMOST)

IAB Canada’s Cross-Media Optimization Studies (CMOST) programme has, to date, conducted ground-breaking research for nine major Canadian advertisers with the help of Dynamic Logic (now MillwardBrown Digital). These studies include the following clients: Molson, RBC Insurance, General Motors, Canadian Tire, Unilever, AIM Trimark, Kal Tire, Red Bull and Tetley Tea.

The key objectives of IAB Canada’s CMOST programme are to help Canadian advertisers understand how to utilize interactive advertising within a media mix, by providing fact-based proof of how the internet works within various multi-media campaigns; and, to create a continuous ad effectiveness learning program which engages leading Advertisers, Publishers and Agencies across multiple industries, and using various types of ad creative, messaging, formats, media, timing, etc.

Download our most recent CMOST study highlights below:

IAB Canada CMOST Study: Tetley Red Tea Report

Print and online advertising combine to drive success for Tetley Red Tea.

Corus (NextScreen) | Shark Ninja

Corus delivered a first-to-market shoppable innovation in Canada that extends brand storytelling through a custom second-screen experience - NextScreen. Built to support Linear, Connected TV, and Web, the format enables audiences to shop, engage, or learn more directly from video creative, reducing friction and helping drive conversion at the moment of inspiration. By combining upper-funnel impact with direct response capability, NextScreen allows brands to connect attribution to specific creative executions, supported by enhanced analytics and creative-level reporting through its custom portal.

Captivate | Dell Product Launch

Dell’s programmatic campaign delivered measurable gains in ad recall (68%), consideration (53%), and customers action (2 in 5). Captivate’s programmatic guarantee capabilities highlights DOOH’s ability to deliver predictable and reportable results. Watch the video here.

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