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Media habits are changing. Canadians are consuming media differently, socializing in new ways, and demanding access to information anytime, anywhere. Based on this cultural shift digital solutions are in demand as viable solutions to achieve advertising objectives. Both advertisers and agencies are evaluating their current marketing mixes. The options within digital have grown at a rapid pace, are many and diverse. These digital options whether recommended as a singular solution or integrated with traditional media create huge potential and untapped opportunity within media plans. Concurrently, the change in technology consumption of information is now recognized as a useful business tool with its practical applications. With this evolution it has become apparent that there is a strong need for knowledge and talent in digital marketing to address the significant demand in the marketplace.