Discoverability: Strategies for Canada’s Digital Content Producers in a Global Online Marketplace

Discoverability: Strategies for Canada’s Digital Content Producers in a Global Online Marketplace was undertaken by the Canadian Media Production Association (CMPA). The objective of the Discoverability research study is to provide Canada’s digital content producers with concrete examples of successful digital marketing campaigns and strategies to improve their “discoverability” in a vast global online marketplace in which thousands of apps, games and millions of hours of YouTube videos now compete with the traditional pipeline of film and TV product. The study achieves these goals by looking at the size of the global marketplace, the rise of social media and discoverability trends, case studies of six projects, assessing the top digital awards and events, and the creation of a Discoverability Checklist. An additional component of the project was the design and build of a database of digital content conferences and tradeshows. This database is called Digital Events Advisor and can be found at www.digitaleventsadvisor.com. February 27, 2013.