In a paradigm shift, CBC Radio is taking advantage of mobile radio and the so-called Smart Phone revolution to combine advertising opportunities with an array of radio to-go services.
To this end, the public broadcaster has partnered with Mass.-based mobile content provider Quattro Wireless. The wireless mobile marketing solutions company is to provide CBC Radio with a cookie-cutter template that offers metrics, advertising content and easy-access to mobile users.
Quattro’s network and ad sales service will allow the CBC to generate advertising revenue, combining content analytics with ad supported content delivery on the go.
“Consumers today increasingly look to the mobile Web to find the latest news and information. Quattro is working with CBC/Radio-Canada to ensure that their readers have a positive mobile browsing experience where they can find all the relevant content they want on a well designed, ad-supported site,” said Lars Albright, vice president of Business Development for Quattro Wireless.
“Working with Quattro has enabled CBC/Radio-Canada to seamlessly offer our audiences the ability to use their existing phones to get the information they desire, while allowing us to stay-connected to our audiences even when they don’t have access to us on radio, television, or online,” said Bob Kerr, director, Business Development for CBC/Radio-Canada.
The new CBC/Radio-Canada mobile sites represent a way for advertisers to reach a local and targeted audience on a mobile device. In addition to CBC/Radio-Canada, Quattro powers and sells mobile advertising for other top news sites such as CBS News, Cox Newspapers, The Street.com and Boston.com.
CBC/Radio-Canada is Canada’s national public broadcaster, with 29 services offered on Radio, Television, the Internet, satellite radio, digital audio, as well as record and music distribution service and wireless WAP and SMS messaging services.
Through this array of activities, CBC/Radio-Canada brings diverse regional and cultural perspectives into the daily lives of Canadians in English, French and eight Aboriginal languages, in nine languages on its international Radio service, Radio Canada International, and in eight languages on its Web-based Radio service RCI viva, a service for recent and aspiring immigrants to Canada.
Quattro Wireless provides category leading publishers and premium branded advertisers with a turnkey solution to extend their internet offering to the mobile web. Publishers leverage Quattro’s proprietary mobilization technology and interactive feature set to launch dynamic, ad supported mobile web versions of their wired web sites. Advertisers partner with Quattro to design, develop and serve targeted and interactive campaigns to the highly engaged Quattro Network audience.
