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