The Cana­dian Broad­cast­ing Cor­po­ra­tion (CBC) is chang­ing the way it mea­sures view­er­ship to keep up with viewer pref­er­ences for con­sum­ing video via com­put­ers, tablets, and mobile devices. Adobe Ana­lyt­ics in Adobe Mar­ket­ing Cloud deliv­ers fast, reli­able, data about view­ing across dig­i­tal channels.

Using Adobe Ana­lyt­ics, we gain insights into how view­ers incor­po­rate dig­i­tal chan­nels into their view­ing sched­ule,” says Christo­pher Berry, prod­uct man­ager, ana­lyt­ics and search at CBC. “By shar­ing these insights with pro­duc­ers and spon­sors, we can shape con­tent and ad strate­gies to increase engage­ment and opti­mize view­ing experiences.”

Dig­i­tal video heart­beat capa­bil­i­ties in Adobe Ana­lyt­ics enables the CBC to stan­dard­ize video met­rics in ways that align with mea­sure­ments for stan­dard broad­cast tele­vi­sion. Com­pared with CBC’s pre­vi­ous dig­i­tal video mea­sure­ment solu­tion, the Adobe solu­tion costs 10 per­cent less to oper­ate. http://​adobe​.ly/​1​B​e​l​2NQ

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