Featured Client
Canwest
Canwest newspapers have used AdPerfect's solutions in a variety of ways to solve an equally varied array of problems over the years. Since 2003, Canwest has been a valuable AdPerfect client. As AdPerfect's investment in technological research and development began to broaden in terms of scalable applications that were mature and met the wider needs of larger enterprise clients, Canwest began to see the potential opportunitity in cost reduction and revenue growth across a wider application.
Automotive Growth
Starting with the bundled automotive product deployment for Driving.ca, several of the Canwest markets were able to grow print and online automotive revenue with a quick deployment of the turnkey Marketplace Directories. The highly efficient Dynamic Web Ads gave Driving ad operations personnel a single ad tag that could automatically cycle through dozens or hundreds of individual dealer ad units. Dynamic Display Ads were an immediate hit in the form of automotive Dealer Specials, offered both as a destination section on Driving.ca and also as a fully integrated offering within the consumer automotive site and search results.
On to Self-Serve
Classified self-serve was an area that Canwest recognized needed drastic improvement. The current method was onerous for the newspapers and the advertiser. An email form on classifieds.canada.com was a far cry from a moden order entry system and could potentially create more work for a classified rep than taking the ad in the call center in the first place. Tracking down the advertiser for copy changes or clarification, collecting payment information, and providing proofs to the advertiser could become a tedious operation. Not to mention the dissatisfaction the advertiser experienced in such a non-fulfilling experience of ad placement.
Canwest deployed all eleven daily newspapers on distinct self-serve configurations in under 6 months. Newspapers immediately realized the power of the control that was now in their hands. The ability to create categories and packages on the fly, set package schedules and offer upsells, and automatically control email contact with advertisers during the various stages in an ad's life cycle meant they could try new ideas, share successes, and get creative in their self-serve offering.
Data Management
In October of 2008, Canwest launched a new consumer classified site based on the Oodle platform. AdPerfect then began processing all marketplace ads originating in the newspaper call center's front-end classified systems. These ads are ingested into the AdPerfect Classified Marketplace Solutions database, merged with ads that originate via AdPerfect's classified Self-Serve Order Entry, and exported to Oodle hourly. Ads for real estate, rentals, and automotive verticals are exported to various third party vendors for the online sites.
Further Deployments
Canwest continues to leverage AdPerfect solutions, deploying a real estate Dynamic Web Ad solution with Househunting.ca, Canwest's Real Estate vertical.
