Ontario Sports & Olympic Youth Academy (OOYA) Shape Our Leaders Beyond the 2010 Winter Olympics


Leadership in our Canadian youth is pervasive and active. As a volunteer, I was witness and observer to an extraordinary 4-day conference hosted by the University of Ottawa (May 11-14). This year’s theme was “Making a Difference”. The delegates to this 2006 Ontario Olympic Youth Academy, were fifteen Ontario students representing their high schools. These students confirmed that our youth will bring a new order of leadership to this country, their province and their communities.

OOYA is sponsored by Sport Alliance of Ontario, OFSAA, and the Canadian Olympic Committee. The Ontario Olympic Youth Academy is held each year and serves 2 purposes:

1. To share the magic of The Olympic Games in a ‘hands on’ format by debating, discussing, discovering, meeting, networking, playing, laughing in an active & dynamic 4-day conference.

2. To meet Olympic athletes, coaches, organizers and managers and hear them speak about the impact The Olympic Games has had on their lives.

Working long hours, this group of engaging teenagers were involved in interactive presentations and group workshops. Through the team sports of Dragon Boat Racing and a modified Olympic Games event, the group showed their ability to focus as a unit and meet goals. The delegates developed Sports and Exercise programs that can easily and immediately be introduced in their respective schools and communities. Programs are like:

1. “Clean Play Starts with a Clean Place to Play”,

2. “Mini Olympic Days” to promote a healthy and active lifestyle to Grades 5 & 6, are designed for both athletes and non-athletes and help shape high school students into leaders.

Appearance by guest speakers included:

1. Sue Holloway, Honorary Chair of OOYA – Silver and Bronze Olympic Medalist for kayaking (1980-Los Angeles). Ms. Holloway is the first female to compete in both the Summer and Winter Olympics (1976 – kayaking and cross-country skiing).

2. Shaunna Burke – second Canadian female to reach the summit of Mount Everest (spring 2005).

3. Pierre Lafontaine, CEO Swimming Canada – recently, Head coach for Australian Institute of Sport, and before that the Phoenix Swim Club of Arizona. Mr. Lafontaine led 4 and 8 medal swimmers to Olympic victories in 2004 and 2000 respectively.

4. Marg McGregor – Chef de Mission 2002 Commonwealth Games in Manchester, England.

5. Greg Joy – Silver Medalist and world record for high jumping 1976 Montreal Olympics.

6. Marc Leger – 2005 Canadian delegate at the International Olympic Academy in Greece.

7. Dr. Gene Sutton, Chair OOYA and National Olympic Academy, Director of the COC Board, and Canada’s Chef de Mission for the 2003 Pan American Games team.

8. Michael Chambers – President Canadian Olympic Committee (COC).

These speakers had a profound impact on the delegates. The Academy ended on a high note with an emotional closing ceremony during which each delegate lit a candle from the 1988 Calgary Olympic Winter Games Torch!

However subtle, a key message was woven throughout the conference presentations by the Canadian Olympic athletes, Olympic coaches, and Sports executives. And that message: to have these future leaders consider sports management, sports coaching, and sports education as career options. This message was effectively introduced and appreciated by the delegates. Some delegates openly shared their renewed consideration for sports education/management as a career choice.

Currently, there are a number of active Provincial/Territorial (PTOAs) Olympic Youth Academy Programs:

1. Quebec Youth Olympic Academy

2. Ontario Olympic Youth Academy

3. Alberta Youth Olympic Symposium

4. BC Olympic & Paralympic Youth Leadership Academy

5. Nunavut Youth Olympic Academy

As a youth sport educational forum, the various Olympic Youth Academies, are an excellent way to introduce Canadian Youth to career and volunteer opportunities and rewards associated with national, provincial, community sports management/coaching, and sports education. The Olympic Youth Academies provide an expanded opportunity to share the Canadian Olympic Dream whether as an athlete, a coach, an organizer or a volunteer.

Expanding and funding the Olympic Youth Academy Programs to each and every Canadian Province and Territory has been an ongoing initiative of the Canadian Olympic Committee (COC). Each province should now embrace this youth leadership forum. It is a perfect program to parallel the COC initiative, Own the Podium 2010.


Source by Carl Chesal

Online Video Ads and Consumer Response


Online video ads are considered excellent for branding. But, the DoubleClick findings suggest that online video ads perform extremely well even on direct response metrics like click-through rate. While image ads have click-through rates of 0.1%. Online video ads in comparison have click-through rates as high as 0.74%. Spending on them is only 0.6% of their TV counterparts. Online video ads spending should see a surge if publishing networks can find a way of targeting videos contextually. US advertisers are expected to spend $ 775 million on online video ads this year.

Online video consumption has been increasing with 62% internet users viewing streaming video content once a week. Most of the consumers prefer watching streaming video content at home. Content most watched online include news clips (62%), movie trailers (38%) and music videos (34%). Users in the age group 18-34 are more likely to watch movies, TV Shows and user-generated content online. These users are also more likely to generate video content. In comparison users over 35 years are streaming more news clips, sports clips and user-generated content. 69% of internet users streaming online video content are above 35 years of age.

Consumers are 8% more likely to view to completion video ads that are 15 seconds in length compared to those that are 30 seconds long. However, the 30 second pre-roll video ad format slightly outperforms the 5 and 15 second ad formats in terms of CTR.

Consumers are more receptive to advertising appearing in informative videos as compared to entertainment videos. As consumers are already searching for content related to a product or service, they would be more receptive to relevant advertising. Content-rich videos websites have click-through rates of 0.72% in comparison to premium websites which have click-through rates of 0.35%. Consumers say they are more likely to view through ads (visit advertised sites without clicking on ads) than click-through.


  1. DoubleClick TouchPoints IV "How Digital Media Fit into Consumer Purchase Decisions" (White Paper)
  2. Bi-Annual Online Video Study: First-Half 2007 vs. Second-Half 2006 "The Who, What, When And What Works of Online Video Consumption and Advertising", (Advertising.com)


Source by Tulika Dube