Preloader Close

Media Planning & Buying

Media Planning & Buying
Performance Driven by Data and Insights

Combining targeted data and thought-out buying strategies, our integrated Media Buying team helps maximize your media outcomes without compromise. With the right mix of talent and technology, our marketing insights offer up solutions customized to your brand.

A Strategic Process Maximizes Results

We know that collaboration is key to success. We work alongside your agency to fully immerse ourselves in to your brand identity. Our integrated approach aids the strategy so you can achieve more.

Our in-house expertise and experience from across the media landscape is partnered with our commercial innovation to deliver custom solutions to both our clients and media partners.

By working with Active, you will not pay more for your media or receive media of a lower quality. Our independence means your agencies are in control to plan and buy your media as normal, with all the same quality and value guarantees. Active works in collaboration with your agency to simply enable you to pay for Media in a different way, and to go beyond what you thought possible.

A Strategic Process Maximizes Results

Active Canada’s Media department brings together a wealth of talent and experience, spanning agency planning / buying and media owner sales (all channels).

We hold Trading relationships across the Canadian media landscape and across all channels and formats to deliver greater efficiencies to our partners.

An HVAC company was looking to generate qualified leads to their dealers for a rebate program.


Active provided incremental media value to the client through a Trade Credit solution. The client was able to triple their return on the inventory, while using trade credits earned to offset the cash outlay for their media buy by 15%. Active’s extensive knowledge of search engine optimization, behavioral/content & retargeting was able to over deliver against targets. The campaign had over 50 million impressions and saw a 38% reduction in customer cost of acquisition.

View Success Story

The Active Media Difference

We purchase media in the same way traditional agencies do; the difference lies in our trading relationships with media vendors, and our M.O.R.E. approach to media.

Active’s M.O.R.E. Approach to Media Planning & Buying

Our data-driven approach is rooted in understanding the customer journey and touchpoints that drive purchase decisions.

Trading vs. Volume Negotiation Models

Our negotiations with media are based on trading, not volume media deals.

Synergistic Relationships with Media

Our media partners are also our clients – this provides opportunities that may not otherwise be available.


We are not owned by any agency holding company. This independence enables us to collaborate all other agencies without conflict of interest.

Corporate Trade Options

We help brands Achieve More™ with a variety of inventory trade-in options to partially fund media.

Meet The Expert

Joanne Crump

Joanne Crump is a 25+ year media veteran, passionate about helping brands in Canada to effectively reach audiences online, in print and out of home. Joanne’s career spans various multinational and homegrown Canadian media agencies overseeing planning and buying, with expertise across all major client industries.

Joanne has been instrumental in building the Canadian Digital Division at Active International from the ground up, and has specialized in digital for 18+ years. In Joanne’s current role as SVP Integrated Media, she provides strategic guidance and support to brands as they navigate and integrate online into their campaigns.Joanne is passionate about sharing her perspectives on Digital Brand Safety & Transparency, Media Best Practices in the Digital Economy, and Career Advice for the Media Industry of the future.

Joanne holds several digital certifications and is an active member of the IAB Agency Council where she has been instrumental in helping to build various IAB guidelines, including the 2018 Brand Safety & Viewability whitepaper. She’s been both a moderator and a panellist at various events including the IAB Brand Safety Conference, the #Media360 Breakfast series, and is a CMA Awards Judge.

Joanne is passionate about sharing her perspectives on Digital Brand Safety & Transparency, Media Best Practices in the Digital Economy, and Career Advice for the Media Industry of the future.

Outside of work, Joanne is an animal lover and a proud vegetarian.



Market Insights

Putting the ROI Back in Sponsorships w
Putting the ROI Back in Sponsorships with Corporate Trade

Webinar: How Marketing and Supply Chai
Webinar: How Marketing and Supply Chain Can Team Up to Achieve More

Media360 Webinar- Targeting Beyond The
Media360 Webinar- Targeting Beyond The Cookie