CMDC Media Digest, 2015-2016
TELEVISION VIDEO 70 Media Channels CANADIAN MEDIA DIRECTORS COUNCIL Broadcasters have also been busy learning from their competitors Shomi and Crave TV may not yet have the sheer scale of Netflix but their launches achieved respectable traction among their subscribers and have significant upside now that they have opened up their services to all Canadians More importantly the industry has taken its first tentative steps towards true addressable television advertising This is a potential win for both advertisers and broadcasters holding out the promise of more precision targeting and the ability to reach only the households that will drive incremental sales while also adding a premium revenue stream for networks The speed at which set top box data becomes industry currency will in fact be the pivotal point for broadcasters and their ability to help prevent the continual shift of dollars to digital In an advertising environment where data and niche targeting trump mass reach the television industrys future depends on its ability to co opt the best of its competitors advantages Given the vertically integrated nature of Canadian telecommunications addressability offers broadcasters the chance to leverage their unique cross platform view of consumer activity At the end of the day television remains a force to be reckoned with Premium programming and live events still allow advertisers to reach millions of Canadians in real time with the full power of sight sound and motion While we cant underestimate the challenges the medium faces the good news is that the content has never been better attribution and econometrics studies are becoming more sophisticated so that we can better measure advertising effectiveness and addressable TV is definitely on the horizon That said we all need to commit to push TV to meet its full potential measure its effectiveness and share accountability for driving business results
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