Download SHAW MEDIA AND YELLOW PAGES GROUP PARTNERSHIP

SHAW MEDIA AND YELLOW PAGES GROUP PARTNERSHIP
ENABLES VIEWERS TO DRILL DEEPER ON SHOW CONTENT
On-screen, live overlay directs viewers to Yellow Pages mobile app to learn
more
For Immediate Release
TORONTO, August 28, 2013 – In its continuing efforts to offer advertisers innovative and engaging
opportunities to connect with its viewers, Shaw Media has partnered with Starcom Media, Leo Burnett and
their client Yellow Pages Group to create live, “show-specific content” links to be inserted in key programs on
HGTV Canada and Food Network Canada. This first-ever partnership was launched mid-August and will
conclude mid-September.
The links play upon the consumers’ particular and immediate interest in whatever content is being showcased
in the program they’re watching. For example, while viewing an episode of 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. The nature of the Yellow Pages app fits
perfectly with this type of advertising integration – a great blend of content and promoted offer. One overlay
appears in 30 minute programs while up to two appear in 60 minute shows.
“The approach may seem simple but it’s quite inventive with a lot of behind the scenes expertise from the
Marketing Ventures integrated sales team” said Errol Da-Ré, Senior Vice President, Sales for Shaw
Media. “How many times have we been watching a show that triggers a desire for a specific product or
service? With this campaign, 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 reporting to the
process.”
Targeted programming includes:
HGTV Canada
Holmes Inspection
Best of Holmes
Disaster Decks
Holmes on Holmes
Reno Raiders
Food Network Canada
Chopped
You Gotta Eat Here!
Diners, Drive-Ins and Dives
“Making advertising contextually relevant is a significant objective for us,” said Nicolas Gaudreau, Chief
Marketing Officer for Yellow Pages Group. “We have reenergized our brand proposition and are looking for
advertising opportunities that can help to amplify our messaging in innovative ways, while driving value for our
own advertisers as well as the users of our platforms. This is a great example of that.”
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About Shaw Communications Inc.
Shaw Communications Inc. is a diversified communications and media company, providing consumers with
broadband cable television, High-Speed Internet, Home Phone, telecommunications services (through Shaw
Business), satellite direct-to-home services (through Shaw Direct) and engaging programming content
(through Shaw Media). Shaw serves 3.3 million customers, through a reliable and extensive fibre network.
Shaw Media operates one of the largest conventional television networks in Canada, Global Television, and
19 specialty networks including HGTV Canada, Food Network Canada, HISTORY® and Showcase. Shaw is
traded on the Toronto and New York stock exchanges and is included in the S&P/TSX 60 Index (Symbol:
TSX – SJR.B, NYSE – SJR). For more information about Shaw, please visit www.shaw.ca.
For media inquiries, please contact:
Chris McDowall
Shaw Communications
416.967.3132
[email protected]