TORONTO – Shaw Media appears to be gaining some traction with its live on screen integration initiative for advertisers, with news Wednesday of a partnership with Yellow Pages that features live overlay ads inserted into HGTV Canada and Food Network Canada programs.
The broadcaster has partnered with Starcom Media, Leo Burnett and their client Yellow Pages Group to create live, “show-specific content” links that provides viewers with a link from the show’s content to an Yellow Pages overlay ad.
For example, while viewing an episode of Food Network Canada’s Diners, Drive-ins and Dives that features hot wings, an overlay pops up on the bottom third of the screen directing viewers to use the Yellow Pages app to find the nearest local business for an order of wings. One overlay appears in 30-minute programs while up to two appear in 60-minute shows.
The Yellow Pages overlay ads will run until mid-September on HGTV Canada’s shows including Holmes Inspection, Holmes on Holmes, Best of Holmes, Reno Raiders, and Disaster Decks; and on Food Network Canada’s Diners, Drive-Ins and Dives, Chopped, and You Gotta Eat Here!
Errol Da-Ré, Shaw’s SVP of sales, said in a media release: “How many times have we been watching a show that triggers a desire for a specific product or service? With this ampaign, we start playing an active role by increasing intent and shortening path to purchase. We look forward to developing this strategy further and bringing deeper metrics and
