Shaw, Yellow Pages create integrated ads for HGTV and Food Network Canada shows

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...