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.