More Quebec advertisers are beginning to shift their ad placements to the news media, to the detriment of the web giants.

The Association of Creative Communication Agencies (A2C), which brings together advertising agencies in Quebec, announces that it has received commitments from more than 75 companies, organizations and agencies to place at least 25% of their digital advertising placements in local media.

There are some big names on that list, including A. Lassonde, Desjardins, Fonds de solidarité FTQ, VIA Rail Canada and Metro, and its subsidiaries, which include Super C and Jean Coutu, among others.

A2C started the Local Media Movement three years ago, calling on companies to support the media by committing to invest at least a quarter of their advertising purchases in the media. Two weeks ago, A2C took up the allegation again and launched a new appeal, this time promising to release the names of those who would join the movement.

Arm wrestling at C-18

A2C’s call follows actions taken first by certain media outlets and then by the governments of Canada and Quebec, which subsequently announced that they would stop all advertising on Meta’s platforms, specifically Facebook and Instagram, in response to Meta’s blocking decision Canadian News. Meta and Google in particular are at odds with the federal government, whose recent C-18 bill requires them to share some of their revenue with local media.

Unsurprisingly, in the list of 74 registered companies, we find most of the major media outlets, including Cogeco and Quebecor, which were the initiators of the boycott.

The influence of agencies

In addition to large companies and organizations such as those mentioned above, there are also large advertising agencies such as Cossette, LG2 or Sid Lee, each employing between 350 and 465 people. In fact, almost half of the signatories are advertising agencies, which is significant: the commitment of these agencies – representing hundreds of advertisers – is to “propose responsible media plans or marketing initiatives with the aim of meeting or exceeding the target”. . 25% of digital media investments in Canadian media.”

Although this commitment does not imply any obligation but is limited to encouraging investment in local media and the final decision rests with the customers, the President and General Manager of A2C, Dominique Villeneuve, reiterates that the opening is there and that there are many customers willing to invest part of their advertising money in local media.

Several other companies had already announced their intention to boycott the web giants, including large state-owned companies such as SAQ, Loto-Québec and Hydro-Québec.