[In-person] CMA Media Evolution 2025, presented by Pinterest

Consumers see over 1,000 ads daily, yet only 6.8% can recall a brand they’ve encountered in the past month. In today’s saturated media environment, growth depends on reaching Canadians where their attention is – on premium inventory, at the right time, with the right message. By executing an omnichannel strategy that engages rather than fatigues, brands can improve the consumer experience and boost business performance. Join Louis Mitchell, Director of Business Development at The Trade Desk, as he shares the latest media-buying innovations that increase transparency, expand reach, and deliver measurable results across the open internet.

Louis Mitchell, Director, Business Development, The Trade Desk

Human curiosity is expanding beyond the traditional search box. People are now searching in more intuitive ways than ever before — using their voices, their cameras, and through natural conversation. This evolution in consumer behaviour is creating a new, dynamic landscape for discovery and brand engagement.

For marketers, this signals new opportunities to connect with consumers and expand your business. The next era of growth will be defined not by how well we’ve optimized for the past, but by how creatively we connect with consumers in the millions of new moments of curiosity that AI has just unlocked. In this session, you will learn how to build for a multimodal future and adapt your strategy for this new frontier.

Matthew Rivard, Director of Strategy and Product for Google Canada

Matthew Rivard, Director of Strategy and Product for Google Canada leads teams responsible for developing and supporting our go-to-market product and activation strategy for data, measurement & analytics as well as Google & YouTube’s suite of advertising solutions.

Rivard joined Google in 2010 and has held a variety of roles in a number of different areas including analytics, research & sales team management. Prior to Google he worked in both Engineering and product development roles.

Matthew graduated from the University of Western with a BESc in Software Engineering and holds multiple patents at Google in the areas of paid and organic search.

Out-of-home (OOH) advertising has transformed from static billboards and manual buys into a sophisticated, data-powered channel that rivals the precision of other digital media. Scott Mitchell, Managing Director of Canada at Vistar Media, will reveal how OOH has shifted from a one-size-fits-all format to a measurable, audience-targeted medium that naturally integrates into consumers’ daily lives. He’ll show how OOH commands attention in the real world, engaging people in their environment rather than competing with the noise of advertising clutter. Scott will also share how automation, data-driven targeting and advanced measurement enable marketers to plan and activate OOH with the same rigor as any other digital channel, making it an essential part of the modern media mix.

Attendees will learn how to:

• Understand OOH’s evolution from manual buys to programmatic precision
• Create campaigns that engage audiences in real-world moments.
• Apply the latest tools, data and technology to maximize ROI

Scott Mitchell, Managing Director, Canada, Vistar Media

Scott Mitchell is Managing Director for Canada at Vistar Media, the world’s first fully intelligent platform for buying and selling out-of-home media. Since 2017, he has built Vistar’s Canadian operations from the ground up, growing the team and forging key programmatic partnerships. Previously, Mitchell helped launch TubeMogul in Canada (now Adobe) and led the consumer packaged goods vertical at Yahoo! Canada.

With access to a wide range of data about consumers – from first party, to surveys, to transactional or brand usage, to mobile, and more – marketers still often struggle to get reliable, wholistic, and unbiased views of Canadian consumers they can act on. Even on a national level, the challenges are high. But, while holistic national data is important, it pales in comparison to how consumers act, think, and feel, right in a marketer’s own backyard.

Leveraging its flagship study, the SCC | Study of the Canadian Consumer – the authoritative media planning and buying metric in Canada – alongside a patented methodology of uniting different types of data into one, unbiased, privacy-compliant dataset, Vividata can now open the door to defining real life consumer habits and behaviour at a hyper-local level, in near real time. It’s a groundbreaking new end-to-end tool for Canadian marketers that starts with a more in-depth understanding of target markets and behaviour on a neighbourhood level, and ends with the ability to activate ad campaigns on specific targets, on demand.

• Marketers can now explore the depth and breadth of Vividata’s survey and digital data at the neighbourhood level nationwide, in an unbiased, privacy-compliant way
• Combine brand usage metrics with store locations to determine in-market audiences, and create targets through demographics, cross-media use, psychographics, and more.
• Activate on targets by feeding them directly into the nation’s top ad servers.

Pasquale (Pat) A. Pellegrini, Ph.D, President & Chief Executive Officer, Vividata

In a career spanning 25 years, Pat has established himself as a pioneer in audience measurement, cross-media research, and consumer insights, and successfully transitioned to senior leadership roles, from GM to President to CEO. Visionary product innovation, strategic investment, operational efficiencies, and thoughtful leadership are the key pillars driving the rapid and dramatic transformation of Vividata where he has been CEO since December 2017. He also serves as Past-President of the Insights Association in Canada and is co-founder of Consumer Orbit Canada.

Tosha Kirk Chief Client Officer, Vividata

As Vividata’s Chief Client Officer, Tosha leads Vividata’s increasingly complex but essential strategic partnerships, oversees all diversified revenue categories, and delivers sales strategies to ensure Vividata’s research drives innovation across the Canadian media industry. With over 20 years in media and consumer research, Tosha is committed to maintaining strong relationships and retaining the legacy of trust between Vividata and its 500+ clients, and bringing their needs to the forefront of Vividata’s measurement solutions and product development.