Media In Canada: Toronto Star and Captivate Partner for Cross-Platform Video Opportunity
Reseller agreement extends brand-safe content adjacency to more screens in Toronto.
TORONTO, October 2, 2023 — Toronto Star’s move to their new location in The Well building at 8 Spadina inspired a partnership that makes buying and planning digital video campaigns a lot easier.
As Star employees found themselves reading news clips in the elevator, it sparked the idea of getting Star headlines into the feed. The thought process led to a content partnership with Captivate, Canada’s leading digital video network.
In turn, the Star’s advertising team saw an opportunity to offer advertising on Captivate screens as a complement to the company’s growing video offerings.
“Our own video inventory has strong viewability and completion rates, on par with industry standards,” said Brandon Grosvenor, Torstar’s Chief Revenue Officer. “Expanding that level of performance and brand-safety for our clients’ video is important to us and we saw that Captivate could be an excellent extension to what we have on our sites.”
Marketers who want to reach affluent and influential audiences in Toronto’s downtown core will find the arrangement makes it easy to get targeted cross-platform video campaigns up and running.
“The Star’s strong local and nationwide reach positions them as the ideal partner to provide exceptional attention in Toronto through integrated campaigns with their products, with an eye to exploring opportunities in Captivate’s other major markets,” says Captivate General Manager, Barbara Huggett. “Our discussions with the Star have been proactive and thoughtful; they clearly prioritize enhancing the user experience and client performance.”
About Captivate:
Captivate is North America’s leading digital-out-of-home video network with 20,800 screens featured in premium locations where modern professionals work and live. We provide agencies and brands unrivaled access to high-value audiences at scale in brand-safe environments, serve as a turnkey communication solution for properties, and deliver an engaging viewer experience that informs and delights.
About Toronto Star
The Toronto Star is the largest metropolitan daily newspaper in Canada, and the winner of more than 140 National Newspaper Awards. It is known for its investigative reporting, insightful opinion writing and comprehensive coverage of local, national and international news. It has also been making a difference in the lives of children for more than 100 years through the Toronto Star Fresh Air Fund and the Toronto Star Santa Claus Fund.
For more information:
Lisa Boles, Managing Director, Star Advertising Operations
(416) 997-1492
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