Ipsos Digs in for Deeper Understanding of Media Consumption in Canada

Joanne Van der Burgt to Lead Ipsos Canada’s Media Measurement Practice

Monday, January 27, 2014

Toronto, ON – Reports of print media’s death are greatly exaggerated. It hasn’t died, it has just evolved. That is the central premise behind Ipsos Canada’s latest move to help media companies measure their success, performance and audience engagement. Leading media research expert Joanne Van der Burgt has joined Ipsos’ burgeoning media research practice in Canada. Her role will be to introduce Ipsos’ extensive global media measurement capabilities to Canadian media clients as well as growing Ipsos’ media practice across the country. In a world of changing media consumption, Ipsos’ constantly evolving media measurement techniques provide clients the ability to connect to better insights on their total audience thereby addressing their business needs.

“The world of media continues to change at a rapid pace as more and more consumers opt to access media through an ever growing variety of sources—including online, mobile, tablets and traditional print,” says Gary Bennewies, President and CEO of Ipsos in Canada. “As a result, how we measure media consumption needs to evolve to not only capture how consumers are accessing content, but also to do it in a more timely fashion to meet the needs of agencies, advertisers and media organizations. And thanks to Joanne’s expertise and leadership, Ipsos is set to become a leader in this field across Canada.”

Joanne Van der Burgt

In her new role, Joanne Van der Burgt will have access to the global resources of Ipsos MediaCT, Ipsos’ global research practice in the converging fields of media, content and technology. Conducting research in over 100 countries and readership studies in over 40 countries, Ipsos MediaCT has developed and adapted new approaches to research, reflecting the media consumption patterns in various markets. One of Ipsos MediaCT’s most recent offers is in Australia where the team has launched EMMA (Enhance Media Metrics Australia), an advanced and invaluable resource for media measurement across the country.

“In recent years, the way we use and consume media continues to change. Ipsos Canada will be expanding their breath of research in order to provide a total audience footprint for media brands. This will expand the usability of information while making it available on a more frequent and timely basis.” says Van der Burgt of her new role. “By leveraging Ipsos’ global expertise and thought leadership, our aim is to create a media measurement program that reflects how Canadians are accessing and consuming media, giving our clients unique information into behaviours and attitudes across the country and the insight necessary to grow their businesses. I’m very excited about this opportunity and what it offers to the Canadian market.”

Joanne Van der Burgt is an accomplished executive with a practice focused on media measurement. For nearly three decades, she has been involved in some of the most insightful media practices across North America, giving her an unparalleled wealth of knowledge concerning the Canadian media landscape. Prior to joining Ipsos, she spent twelve years with the Nielsen Company, one of the world’s leading media research companies in a variety of executive level research roles. And before that, Van der Burgt held leadership roles with the Print Measurement Bureau with over fifteen years of work at the Bureau. Educated at the University of Toronto and at Ryerson, she is well versed in the business of marketing, advertising and communications.

Joanne Van der Burgt is based in Toronto.

For more information on this news release please contact:

Elen Alexov
Director, Marketing Services
Ipsos in North America
(778) 373-5136

About Ipsos

Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. In October 2011 Ipsos completed the acquisition of Synovate. The combination forms the world’s third largest market research company.

With offices in 85 countries, Ipsos delivers insightful expertise across six research specializations: advertising, customer loyalty, marketing, media, public affairs research, and survey management.

Ipsos researchers assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media and they measure public opinion around the globe.

Ipsos has been listed on the Paris Stock Exchange since 1999 and generated global revenues of €1,789 billion (2.300 billion USD) in 2012.

Visit www.ipsos.ca to learn more about Ipsos’ offerings and capabilities.

Ipsos Digs in for Deeper Understanding of Media Consumption in Canada

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Elen Alexov
Director, Marketing Services,
North America