April 2009
Canadian Television Sales (CTS), the largest U.S. representative of Canadian media properties, announced it has created a new division, RIPE, to represent its online destinations. RIPE (Reliable Internet Planning and Execution) will work with U.S. agencies who want to place media on premier Canadian websites.
Representing Astral Media, Canwest, Canadian Broadcasting Corporation and The Score, CTS has served as a dedicated sales force for Canadian television properties for over 11 years. CTS president Michael Custardo decided to start RIPE in response to media consumption's shift to the Internet.
"U.S. agencies have been asking about Canadian online opportunities more and more frequently," says Custardo.
"A year ago, all we could do was quote the rate card. Now we have the ability to work with agencies to develop more comprehensive and targeted online strategies."
The online division rounds out CTS's extensive Canadian television and radio offerings, which combine to reach nearly 100% of the Canadian population. Advertisers can place stand-alone online media buys, or use the web properties to reinforce their current television advertising to Canada's ever-growing online audience.
"Canada is one of the most Internet-savvy countries in the world - even more so than the U.S.," says Mariellen Brown, online communication strategist at RIPE.
"They're a world leader in percentage of population and time spent online, page views consumed and videos streamed. The Canadian online marketplace is booming and Internet advertising has become the perfect extension of traditional media."
In addition to the online portals of Canadian television properties, such as CBC.ca, HGTV.ca and FoodTV.ca, RIPE also represents over 100 radio websites through Astral Media and dozens of newspaper sites through Canwest.
"The online division has made it even easier for advertisers to target specific demographic or geographic segments of Canada," says Custardo.
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