On the TechTO stage ×1
First seen on the TechTO stage in 2018. Every talk is searchable — ask the archive about Dana ↗
In their words
Fragmentation is a big reason we are even having a discussion about these enormous traditional agency holding companies that still command billions in spend every year. There has been more of it in the last five years than in the last fifty.
In the eighties you could run one national campaign, four to six weeks, three networks, and reach 80 to 90% of your target demo. Try that now and you are not getting very far — or if you are, you are hitting the same 40% of heavy TV users over and over.
She said: Dana, what just took you 45 seconds used to take me two days. And that is a fact — she used to pour through spreadsheets and spreadsheets to come up with these television plans.
Around the web ×1
Quick answers
Who is Dana Toering?
A Toronto media executive, vice-president of Walmart Connect Canada, the retailer's advertising arm. He started in digital media in Montreal in 1998 and has held senior roles at Canwest, Yahoo, DoubleClick, AOL Canada, Addictive Mobility and Adobe before joining Yroo as chief revenue officer.
What did he say about growth agencies versus traditional ones?
His first decision at Yroo was whether to keep a major Toronto agency, and he moved the work to a distributed growth shop instead. His reasoning was fragmentation, cheap automation and clients wanting to own their own data — conditions that favour small specialised teams over holding companies.
What is Yroo?
A Toronto shopping search engine founded in 2014 by Nick Zhu, indexing products, prices and promotions across thousands of merchants. Toering joined as chief revenue officer and presented for it at MarketingTO in January 2018. The company is no longer active.