corus’ role in advancing tv audience measurement ... · a winning combination corus’ role in...

A winning combination

Corus’ role in advancing TV audience measurement, segmentation and targeting Spencer ChartersVice PresidentDigital, Data and Advanced Advertising

Who is Corus?

Multi-platform presence

Specialtychannels

37Conventional

channels

15Radio

stations

39Original content

Everything is awesome in Canada, eh?

Onslaught of unregulated OTT

streaming services

Cord cutting and cord shaving accelerating

Audiences continueto shift away from

linear television

Advertisers remain highly oriented to

price and ROI

What does winning look like?

Launching new platforms

Improving measurement

Segmenting & targeting audiences

Making itEasy

Launching new platforms

Improving measurement

Television panelSource of persons

truth behind linear

Tagging data

Online panelSource of persons

truth behind non-linearMeasure all

cross platform strategy

Measure all - peopleM

easu

re a

ll -

beha

viou

r

STB data

Why we care

TrustworthyTri-partite, transparent and

audited trading currency

Total viewProvides more granularity and unduplicated reach/frequency

TimelierAbility to move away from seasonal

ratings and program averages

Segmenting and targeting audiences

Household viewing dataAll live and playback tuning

events for Corus channels from 500k Television homes

Segmentation dataIntegrated with Environics

Analytics; enable advertisers to develop their own segments

Grocery big spender Fashionistas Deep pockets Small cars SUVers

Home improvers

Greatgetaways

Java joints

Quick servicerestaurant CustomFamily

sit down

Fledglingfamilies

Middle agedachievers

Prosperousparents

Young metrodiversity

EmptyNesters

BurgeoningFamilies

My new ride

Keepin’ it clean

Lookingbeautiful

Neuroscience supports effectiveness

Segment performanceVs. Iron Chef Canada environment

Attention Connection Encoding

+11% +12% +20%

+22% +21% +26%

+

Traditional target

Big grocery spender

Enthusiastic market response

active advertisers200

custom segments150

of revenue17%

Evolution of the buying model

SimplifyTV buying process

Streamlineuse of data

Leveragetotal Corus audience

Acceleratereporting and insights

Compelling value proposition

• Access to live inventory

• On-platform segmentation

• Fueled by reach, frequency, index

• Overnight campaign optimization

• Fast and accurate reporting

What we’ve learned along the way Lessons from five years of innovation

Create focus and accountability

Empower the entire sales team

Enroll agencypartners in success

Tackle big ideas in small steps

Thank you!