Overview
FPCG was hired by Canada’s top broadcast media companies – the Canadian Broadcasting Corporation (CBC), Astral Media and Rogers Media – to develop their digital businesses and multiplatform advertising offerings. Together, these companies represent hundreds of the country’s leading digital, television broadcast and radio properties and the majority of the country’s media audiences.
The CBC hired FPCG to develop its overall digital ad business strategy including the development of its display and search advertising offerings, its integration strategy with on-air programming, its navigational strategy across its digital properties, pricing, rate card, its backend technology plan, and its staffing plan. FPCG also assisted Rogers Media and Astral Media in developing their advertising offerings and integrating them into their digital properties and business processes.
To ensure organizational effectiveness, FPCG handled training for all in-house staff to enable them to effectively communicate, sell and deliver digital offerings into the marketplace. FPCG also worked closely with the broadcasters to launch digital ad campaigns and ensure optimal performance for their advertisers – also many of Canada’s leading brands.
Services Provided
- Strategic & financial planning
- Digital advertising development
- Digital ad technology integration
- Rate card development & pricing
- Integrated campaign design & implementation
- Training
- Organizational assessment & team leadership
- Interim management solutions / executive leadership
Results
After working with FPCG, the CBC, Astral and Rogers launched successful integrated advertising offerings which have since become the backbone of their digital businesses – including display ads, search ads, branded microsites, social integration, reporting and on-air/online combined media campaigns.
Since launch and pilot, the CBC has brought its digital advertising business in-house and is regularly generating millions in multi-platform ad sales each and every broadcast season. Astral Media and Rogers have also integrated their digital and multi-platform ad business across their radio, television and publishing properties. In total, due to their work with FPCG, these broadcasters are now driving tens of millions of dollars in annual digital ad revenues.