Metroland Media Group has launched a new integrated ad program intended to simplify the process of multi-platform ad buys, and extend the reach and performance of its advertiser campaigns.
Dubbed “Shopping with Smarts,” it presents a single point of entry for marketers across Metroland’s TV, print, online, contest, social media and PR assets. Metroland has more than 100 community newspapers with a combined circulation of approximately 4.7 million copies per week, as well as direct-response television channel ShopTV broadcast to 1.7 million homes, and online flyer program at FlyerLand.ca.
“We have clients that are traditional print distribution and clients that are specific to TV with ShopTV Canada, as well as clients that are specific to our online properties,” said Metroland’s Rose Scapin, manager, integrated branding and direct response solutions. “But this really allows an advertiser to tap into this huge shopping-centric market that Metroland has to offer, providing everything from TV air time to a customized production, to an online or print campaign.”
Traci Folkins, Metroland’s director of sales and business development at ShopTV Canada/Torstar Media Group Television, said this is the first time Metroland has offered such a service.
“The biggest [draw] is the ability for campaigns to be measured,” said Folkins. “That’s a hallmark of direct response, whether you’re talking about traditional print, online or broadcast. As a large media company we can package something that is performance-driven and measurable out to our audience.”
While multi-platform campaigns can drive up advertiser costs, both Folkins and Scapin said the new program was established to remove that barrier to entry. Citing clients from national advertiser Immunity-FX to locals like Toronto’s Humber College, they said the new program allows Metroland to cater to the whole spectrum of ad budgets.
“We have print clients who perhaps wanted to test the waters with broadcast and online marketing, but at the time maybe it was cost-prohibitive,” said Scapin. “Now we’re able to bring all these elements together in a four-week, turnkey campaign that actually makes it affordable for clients to move into these different areas.”
