CHCH TV and Cogeco Cable Canada (“Cogeco”) are pleased to announce that CHCH made Canadian television history last week by being the first television broadcaster to offer its advertisers the ability to customize their message to their potential customers, according to their geolocation. Cogeco subscribers viewing CHCH will see the content of ads evolve to become more pertinent with regards to subscribers’ market locations.
The new service is thanks to the leading edge INVIDI Advatar® addressable advertising platform that supports geo-specific content delivery. The development of this platform is the result of collaborative efforts among Invidi Technologies Corporation, cable distributor Cogeco, CHCH Television and software distributor Capital Networks Limited, who is managing the ad insertion operation for the Advatar® platform.
“Cogeco is proud to be the first Canadian cable distributor to support television advertising by geolocation,” stated Jean-Pierre Caveen, Vice President, Affiliate, Partner and Carrier Relations at Cogeco Cable Canada. “This new and more efficient advertising opportunity brings the print direct marketing model to television,” concluded Mr. Caveen.
Through the INVIDI Advatar® addressable advertising system, CHCH’s advertising clients can deliver tailored messaging during a commercial break to households of a specific geographical area within Cogeco’s footprint in the Golden Horseshoe area of Southern Ontario. “The first advertiser to take advantage of this leading edge technology is the New Democratic Party of Ontario,” said Geoff Thrasher, General Sales Manager, Channel Zero Inc. “Their ads will only be seen in households within the Niagara Falls by-election riding boundaries, and with no spill outside of this area, the targeting ability of the Advatar® platform allows clients to include television in their media plan – affordably,” concluded Geoff.
Advertisers can utilize this technology during CHCH’s key 6 & 11 Evening Newscasts, as well as throughout the channel’s popular primetime movies and programs including U.S. simulcasts 20/20, 48 Hours and 60 Minutes.