Michael Domingo

I had the pleasure of joining Kripa Anand at the CanadianSME Small Business Magazine Podcast for their "Marketing & AI" series. We dug into some of the frameworks that have shaped my approach to marketing today, including: - Using Psychology to connect with buyers on a deeper level, triggering their purchasing drivers and walking them down the funnel without an enterprise budget. - Building impact from the ground up and how to build momentum when you’re starting small and from scratch. - Leveraging AI as a force multiplier for demand generation. I’m grateful for the space to share battle-tested lessons for scrappy, high-impact marketing, and I hope they spark ideas for others navigating the same challenges. 🔗 https://lnkd.in/d8HZ8nj9 If you have a listen, I'd love to hear your thoughts and happy to swap ideas! #podcast #marketing #AI #SME

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There’s truth in the observation that headline TV ratings alone — especially for events like the Olympics — give an incomplete picture of audience engagement. Linear broadcast numbers are just one dimension of how people consume sports today and are increasingly a flawed proxy for real interest in competition and cultural moments. https://lnkd.in/eJmY38gC What the article reflects — implicitly — is a broader measurement gap between traditional ratings and what audiences actually care about. The U.S. men’s hockey gold-medal game at the recent Winter Olympics pulled massive total viewership across broadcast and digital platforms, including nearly 21 million on NBC platforms and peaks near 26 million during key moments. Those numbers don’t live or die in a single Nielsen box score — they emerge across platforms, time windows, and co-viewing contexts. Here’s what that means from a Vuer perspective: 1. Linear TV ratings under-capture audience reality. Just because an event doesn’t rank among top Nielsen broadcasts doesn’t mean interest isn’t enormous. Audiences increasingly engage through streaming, mobile, highlights, social sharing, and second-screen experiences. A “low” rating may simply mean viewers didn’t sit through a full broadcast — but they still showed up digitally. 2. Context matters as much as raw numbers. Focusing only on marquee matchups misses the long tail of engagement: viral highlights, social spikes, delayed viewing, and passionate niche communities. A rivalry or dramatic finish isn’t only about overnight counts — it’s about how many people care, discuss, and share. 3. Viewership is a platform-agnostic ecosystem. Streaming and digital platforms have fragmented attention — and that’s reality. Comparing Olympics ratings across decades without weighting digital reach fails to capture true cultural impact. 4. Advertising should reflect real engagement. The biggest mistake is treating a single ratings point as the north star. Smart measurement accounts for attention, time spent, cross-platform interaction, and audience quality — not just minutes watched on linear TV. In short: the ratings narrative matters only if it evolves with how people watch today. Understanding attention requires measurement beyond headlines — a broader, cross-platform view of engagement that Vuer is built to deliver. #SportsMedia #Olympics #CTV #CBC #ConnectedTV #StreamingWars #MediaMeasurement #TVRatings #AudienceMeasurement #AdTech #FutureOfTV #SportsBusiness #CrossPlatform #CoViewing #VerifiedCoViewing #AttentionEconomy #MediaInnovation #Broadcasting #DataDriven #NextGenMeasurement

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dentsu Canada’s real challenge may not be growth itself. It may be how to grow in a market that is still expanding, but not fast enough to hide inefficiency. Canada’s ad market has been described by Dentsu as “slow and steady,” while Dentsu Group’s 2026 messaging indicates that rebuilding international competitiveness and profitability remains a top priority. In that kind of environment, agencies are not just expected to grow. They are expected to grow efficiently, reduce internal friction, and provide clearer business value. In a fast-growing market, weaknesses can sometimes be hidden behind expanding budgets. In a slower-growth market, that becomes much harder: Cost structures matter more. Organizational design matters more. Client retention matters more. And proving commercial value matters more, because clients become less tolerant of waste and more selective about where they invest. This becomes even more relevant when Dentsu’s own mid-term plan points to challenges in its International business, including incomplete integration, lagging portfolio realignment, and the need for simplification, standardization, and cost reduction. That is why I do not think the issue is growth alone. I think the issue is disciplined growth. For #DentsuCanada, that likely means the challenge is no longer simply winning more business. It is winning the right business, serving it with less friction, and proving a clearer business impact in a market where “slow and steady” growth leaves much less room for inefficiency. 𝗠𝘆 𝘁𝗮𝗸𝗲𝗮𝘄𝗮𝘆: #Dentsu Canada likely does not need growth at any cost. It needs disciplined growth with less complexity and clearer client value. By that, I mean growth that is controlled, smart, and profitable, not growth that simply makes the business look bigger. #CanadianAdMarket #CanadianMarketing #AdvertisingCanada #AgencyStrategy #OperationalEfficiency #ClientValue

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Thrilled to announce Tubi's 2026 Canadian edition of "The Stream" featuring specific Canadian audience insights to help marketers reach their consumers efficiently and effectively. Our research produced an incredibly powerful stat: 84% of Canadians say advertising is a fair trade-off for free streaming access. As audiences become more intentional with both their time and spend, free, ad-supported streaming is increasingly seen as a smart, transparent value exchange. Worth a read: https://lnkd.in/eUXMDnAD

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Four years ago, we started Digital Day Camp as a bit of a passion project. After spending 30 years travelling across the U.S. to dozens of conferences every year, I kept thinking: why aren’t we having more of these conversations here in Canada? Not to compete with anyone. Not to criticize what already exists. Simply to create another space where the Canadian media industry could come together and talk honestly about our challenges, our opportunities, and our future. There has never been a more important time for us to support Canadian media — our journalism, our voices, and the businesses that power them. Yes, we look globally for technology and ideas. But we also need to build solutions on our own terms, together. That’s what Digital Day Camp Leadership is about. 200 leaders in a room. Buy side and sell side. Real conversations about where Canadian digital media goes next. If you care about the future of this industry, I hope to see you there.

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Marketers have more data than ever - but too little of it drives real decisions. In this piece for Media in Canada, I share why reporting needs to move beyond KPIs and start connecting media to business outcomes. Read it here: https://lnkd.in/dtS4ARpf

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"So much social media creative is still reactive. The obsession with ‘what’s trending’ is just the new way of saying ‘make it go viral’. The problem? Trends have a shelf life, a fit, and a risk of cringe if you miss the mark. Chasing them without strategy is the fastest way to look out of touch. What’s missing in a lot of conversations is the longer-term view. Building a creative strategy earns trust and keeps your brand relevant over time, not just for a fleeting moment." Words of wisdom our Creative Guru Jeff Topol

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Great conversation yesterday with Alex Gardner (Index Exchange), Scott Menzer (Unity), Pierre-luc Hardy (Triton Digital), and Vlad Stesin (Optable) at Optable's Connect event in Toronto about the importance of building on top of existing infrastructure as opposed to re-building to serve the bots. IAB Canada's role is to help industry better understand the eco-system and how important it is to consider long-term sustainable market strategies from all angles. There's important groundwork to be done to save us untold fortunes in tech debt and regulatory confusion. Let's keep our eye on the prize - decisioning may be automated but accountability will not be. Looking forward to deeper dives into the work we're doing across the IAB network and the incredible outputs from #IABTechLab. If you're curious, join us for Data Night March 12th in Toronto for an unplugged discussion featuring Anthony Katsur on scalable and secured agentic AI designed to raise all boats and prevent history (all the things we've built to address IVT, brand-safety, fraud etc.) from repeating itself. #standards #AI #agenticAI #advertising #digitalads #selfregulation

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I walked away from Digital Day Camp feeling more connected to Canadian media, television, and ad technology. The presenters responses and breakout discussions were not only thought-provoking but made me re-evaluate what type of leader I want to be. Takeaways and POVs that I walked away with: 1. 📺Non-Canadian streaming services (like Netflix) should support Canadian content more by promoting Canadian content and advertisements on their platforms. In other countries (esp. those I've visited like South East Asia, Europe, etc.), these platforms don't push American content on viewers as much as they do in Canada. The viewing experience is not the same. This lends itself to impacting Canadian Broadcasters and content creators negatively. Regulatory laws should be implemented to preserve the great content and broadcasting that we do have. 2. 🤖 AI is a tool that can be leveraged but we need to figure out where it fits in and build efficiencies around it. Human connection still needs to be preserved and when you're looking for immediate answers, we all tend to call each other (and our connections) for responses/support. 3. 👩‍💻 Raven Opatovsky, Global VP Media & Measurement Science at Canada Goose, noted: Curiousity can be lost when working for a legacy brand like Canada Goose, Bell Media, etc. But, with leadership empowering people to think differently and be curious, it will lend itself to revitalizing the brand. Industries need to be able to get out of their own way and focus on stimulation + opportunities for its employees. Thanks for having me, and see you next year 👋 💛 !

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The media industry didn’t just evolve in 2025. It recalibrated. Our MD, Caroline Breton, is featured in Media in Canada's Year in Review, sharing what actually changed this year and what Canadian marketers need to be ready for in 2026. From creators and CTV to AI, privacy and accountability, it’s a sharp, grounded take on where media is headed. Worth the read. https://lnkd.in/g-umwsbq

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Some current thoughts on: 🔂 Workflow 🤖 How to approach AI 🚀 Speeding up marketing and your business (hint: Publish first, then ask questions) 🙌 How to win before you start ✨ For agencies: THE best way to present a new logo 🧲 Your product IS marketing 👬👫👭🧑‍🤝‍🧑 Doing it together, community & American Marketing Association (AMA), Toronto Thank you for the excellent interview Kripa, Fouzia, and CanadianSME Small Business Magazine

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A simple conviction: The debate between CTV-only and multiscreen is already outdated. Audiences don’t live on a single screen. TV. Mobile. Desktop. Editorial environments. DOOH. The real question is no longer just where to run a video ad. But who truly controls the entire value chain. At Dailymotion (CANAL+ Group), we believe we represent a new generation of video players, with an end-to-end controlled model : - A proprietary technology stack - 5,000 publishers and content creators (hyper distribution & aggregation) - RAY, our audience platform activating signals from Canal+ Group (Multichoices, Canal+...) and our partners. - A human + AI studio to produce the right video formats for every screen - Unified measurement to prove effectiveness and incrementality A model that combines technology, content, distribution, and audience intelligence within a single platform. Because ultimately, the real difference won’t come from inventory or formats alone. It will come from the ability to combine premium environments, precise targeting, and real performance. And in video, like everywhere else: It’s not the loudest who wins. It’s the one who understands their audience best 🎯 And this is only the beginning. The best is yet to come 🚀 #CTV #VideoAdvertising #AdTech #AudienceFirst #Dailymotion Dailymotion Dailymotion Advertising The Media Leader FR Eddie Boyle Sheena Vaja Ross Campbell Dan Brown Juan Millán Míguez Álvaro Martín Blasco Antonio Pianese Massimo Sommella Jean-Malo Lelièvre marco ruivenkamp Bichoï Bastha Hamza Kourimate Sourida Allard Bounpieng Rémi Leclancher Anatole Begouen Laure Lecardonnel Ely Kawano-Gilbert Agathe Weymeels

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When you want to take over Toronto, you start where Canadians pay attention. Paramount+’s domination at Yonge & Dundas and The Well hits two of the city’s most influential environments, and the data backs the strategy. 19.6M Canadians notice OOH weekly - proof that large-format remains one of the country’s strongest real-world touchpoints. Canadians under 35 are most likely to notice digital OOH in retail + recreation spaces - making The Well a high-value engagement zone. Two venues. Two audiences. One unified citywide moment. This isn’t just a takeover... it’s smart placement where Toronto actually looks. Sources: Vividata 2025 #BrandedCities #Paramount #YongeAndDundas #TheWell #OOH #DOOH #MediaStrategy #OutOfHome

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https://lnkd.in/gzCch8DV Today, COMMB releases its first revenue benchmarking report for Canada’s Out-of-Home (OOH) advertising industry. Separate reports have been issued for 2024 and 2025, with each report presenting aggregated revenue across three key OOH formats: Roadside, Place-Based, and Transit. Within each format, revenue is further broken out by Classic and Digital. The inaugural report reveals that Canadian OOH significantly outperformed broader advertising market projections in 2024–2025 — growing 30% higher than Canadian media market recasts. Overall, the OOH market grew 5.8% year-over-year, with digital formats continuing to drive momentum. Digital OOH grew by 11.5%, strengthening its position as the dominant revenue engine of the sector. Digital now represents 58% of total OOH revenue, up from 55% the previous year — reflecting the continued modernization and data-driven evolution of the medium. Performance varied across environments, with several sectors delivering notable gains: ● Place-Based OOH led growth at +12.7% ● Transit followed closely at +11.4% ● *Roadside posted steady growth at +2.3% *This is a reflection in the decline in static roadside spend, as Digital Roadside grew by 8.4% despite a flat Quarter 4. These results underscore the diversification and resilience of the OOH ecosystem, as advertisers increasingly leverage digital, data, and contextually relevant environments to drive campaign performance. “This marks a major milestone for the Canadian OOH industry,” said Adam Butterworth, Interim President, COMMB. “By providing visibility into how each OOH segment is contributing to the broader advertising ecosystem, we can empower agencies and advertisers with the insights they need to plan confidently and invest strategically.” Why This Matters: ● Transparency: First authoritative, standardized revenue dataset for Canadian OOH. ● Benchmarking: Enables year-over-year comparisons and format-level analysis. ● Planning Confidence: Provides data to inform media planning, investment, and sales strategies. ● Growth Enablement: Supports measurement advancements and COMMB’s broader mission to grow the OOH share of the media mix.

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Thank you to Account Planning Group of Canada - APG Canada and POCAM - People of Colour in Advertising & Marketing for organizing this inspiring event, the 2026 BIPOC Inclusion Hackathon was illuminating. If you weren't able to attend live in March to witness the smart and well-thought out work from each team, the article summarizes this work in key actions that brands can consider today.

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Last month, I had the privilege of joining Jamie Saull onstage at the SMCC Breakfast Forum to share how FanDuel and TSN built a one-of-a-kind partnership rooted in authentic storytelling and organic broadcast integration. We spoke about our NHL Futures Day collaboration as a great example of how we bring that partnership to life. We didn’t just show up with odds - we integrated into a cultural hockey moment in a way that was uniquely FanDuel and proudly Canadian. When brands and broadcasters create the moment together, the impact goes beyond impressions. We amplify reach, relevance, and results — together. Thank you to Norm O'Reilly and the SMCC team for continuing to create a platform for meaningful dialogue across our industry. We are proud to continue our sponsorship with SMCC - Sponsorship Marketing Council Canada!

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Exciting news! NLogic Canada is collaborating with Magnite to launch the first marketplace within NLogic's Video Planner. Read more here: https://magnite.smh.re/1VE

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I really enjoyed speaking with Pamela McDonald, Adam Salah and Kylie McMullan, PhD about how communicators can leverage AI to have more impact at Finch Media Canada's panel discussion: “Communicating in the age of AI: risks, rewards and readiness.” Whether you are working for a big organization or a small one, key to successfully utilizing AI in your communications work is leveraging tools and workflows that properly centre people. It's the trust and relationships that we have built over many years with our organizational partners and audiences that remain at the core of what we do in an age of unprecedented change. #AI #Communications #PR

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Should the Chief Marketing Officer actually be the Change Management Officer? I was fortunate to attend the kick-off of Canadian Marketing Association's Marketing Week 2026 and hear Krisi Packer and Jon Crowley discuss the Confessions of a CMO research. I fully encourage you to review the work, it’s a fascinating snapshot (link below 🔗👇 ) but two comments really stuck out: “Transformation is sought without discomfort. That’s not how this works…” “Soft power builds hard results” These are spot on. You can’t deliver effective transformation without upsetting the status quo.  By its nature, you’re forcing people to do things differently and as humans we often don’t like that unless the benefits are clear and even then, the change will be a point of friction. That’s why Change Management is so critical.  It’s where soft power skills like internal comms are used to announce, explain, encourage, repeat and measure how transformation is implemented. So if the research shows how the adaptability of a CMO is key because it’s really a role about effective change management, maybe it’s worth considering a rebrand of the role itself….? https://lnkd.in/eaAauaNa #ChangeManagementOfficer #ChiefMarketingOfficer #Transformation

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