Passion and doubts

When I began my career in 1992 as a media planner at Cossette, I was immediately impressed by the team's enthusiasm and depth.

 

The company culture further ignited my innate curiosity and desire for knowledge.

 

It was here that I developed a passion for media research and learned the importance of questioning everything.

 

I doubts of media beliefs, methodologies and even data sources.

 

The advent of the internet amplified these doubts, particularly regarding audience figures and impression data.

 

I became increasingly focused on planning high-quality media purchases, which led me to adopt a researcher's mindset.

EMOTION AND ATTENTION

Over time and during other jobs,  I've come to recognize that emotions and attention are the two most crucial elements in advertising and media.

 

While the world evolves rapidly, I now concentrate on the constants: human emotions and attention, especially given technological advancements and the proliferation of media platforms.

 

This realization inspired me to establish Zoolook Intelligence. By investigating human feelings, needs, consumption patterns, and concerns, we can better understand attention, a complex subject studied across various disciplines.

 

Our approach involves segmentation based on emotional personality traits and media habits to estimate attention probabilities and quality.

BEYOND EYE-TRACKING

The EmoTraits segmentation is valuable for media teams, creatives, and brand strategists alike.

 

It complements eye-tracking methods, which are limited to visual media and neglect audio formats like podcasts.

 

Our 12 metrics also integrates standards for active attention seconds by media and format, derived from eye-tracking technology. You have the best of two world !

THE COMPETITIVE BENEFITS OF HAVING YOUR COPY OF THE 2024 REPORT

Here is a summary of the advantages offered to you by the 2024 report on the advertising media attention economy in Canada :

 

• Upstream screening of media attention quality saves you time and money in optimization.

 

• Identifies media properties with a high risk of inattention during your media planning.

 

• Provides an attention benchmark by media category or specific property.

 

• Contains rankings of the top 25 media properties for the English and French Canadian markets (total attention).

 

• The exclusive ZI measure integrates the long-term and short-term value of each of your media properties in a descending order ranking.

 

• Assists your strategists in budget allocation between brand image and activation.

 

• Segmentation based on emotional personality traits ensures a deep understanding of your targets.

 

• Emotional personality traits allow you to incorporate your Category Entry Points (CEP) in various creative executions.

 

• You can thus present different consumption contexts (Why ? With whom ? With what ? Where ? When ?).

 

• Here is an example with our segment The Happiest : THe Happiest are disciplined and patient (Why ?), they like to go hunting or fishing (Where ?) with their partner and their 4 children (With whom ?) and love to drink quality alcohol (With what ?) when the children or grandchildren are asleep (When ?).

 

• Each media conveys one or more emotions so you can align the desired emotions of your creative executions with those of the media.

 

• The report contains a total of 1,310 media properties, both generic and specific, from the Vividata database.

 

• This Canadian database is based on a sample of 40,000 respondents, including 10,000 for Quebec.

I invite collaboration to address our shared challenges in this evolving media landscape.