AOL is venturing north to expand its footprint, partnering with Rogers Media to launch a programmatic TV marketplace in Canada. The partnership will allow advertisers, marketers and agencies to access linear TV audiences with transparency and control, through data intelligence and automation.
It makes economic and strategic sense for both sides. Rogers Media is a Canadian media giant, owning multiple television stations, 55 radio stations nationwide, over 50 consumer magazines and trade publications and the Toronto Blue Jays. Its television properties include the multi-station City network, five multicultural OMNI television stations, Rogers Sportsnet and Sportsnet ONE specialty sports television services, which provide sports programming across Canada, and The Shopping Channel. In addition, it has the largest rights in NHL League history.
Combine that media power with the data savvy of AOL and it should be a recipe for success, allowing advertisers and agencies to perform targeted, data-driven, audience buying and delivering real consumer-led analytics and insights for dynamic campaign optimization across Rogers Media’s full portfolio.
“With data being the catalyst for change in the TV media landscape, we are experiencing a shift to automation that is happening at an accelerated pace across the globe. This initiative combines the premium TV inventory, intelligent automation, and data at scale necessary to drive real incremental value for advertisers and greater efficiency and yield for TV networks," said Dan Ackerman, SVP, Programmatic TV at AOL.
“Delivering innovative and customized brand solutions to our clients is paramount to our business,” said Al Dark, Senior Vice President, Sales, Rogers Media. “This partnership with AOL will allow us to more strategically leverage data to enhance our platform offerings so we can consistently deliver greater value to our clients.”
Custom data segments will also be available for purchase programmatically in 2017.
“AOL’s partnership with Rogers Media to bring automated, data-driven TV buying to advertisers in Canada is at the vanguard of the evolution of media and technology. This partnership will provide marketers new tools to maximize the value of their TV investments by marrying digital innovation with the best of broadcast media,” said Joe Strolz, Head of Americas, AOL.
The Rogers Media partnership further extends AOL’s ONE by AOL: TV global footprint, which was formally launched in 2014. In 2015, AOL partnered with Multi Channel Network to pilot the first integrated programmatic private marketplace in Australia. AOL launched ONE by AOL: TV self-serve programmatic buying in the US and a strategic partnership with Univision earlier this year.