FORT LAUDERDALE — Earlier this month, a big media rumbling was felt in Canada, when multi-media group Corus Entertainment offered to buy TV channel operator Shaw Media for $2.65 billion.
The deal would see Canadian media and telco company Shaw Communications exit the media ownership business, instead sticking with telecoms and broadcast network operation.
So what would Corus be getting? A company that has lately been amping up its interest in new-wave digital TV advertising techniques.
In this video interview with Beet.TV, Shaw Media next-generation media manager Barry Marcus says the company made three moves in the last six months:
- “We have rolled out return path data product for all our stations from the set-top box so that advertisers can optimize their audiences against our programming.”
- “We’ve rolled out dynamic ad insertion on VOD, which is a big step for being able to flight and optimize VOD ad inventory.”
- “And we have started trialling addressable advertising and figuring out how that works.”
Corus expects to complete the deal in Q3, subject to shareholder approval.
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
You can find more videos from the Beet Retreat on this page.
