Corus Radio signs on for Heavy’s new Husky net
Radio stations across the country will roll out Heavy.com programming in a new video monetization tool.
New York-based Heavy.com has launched a premium video ad network called Husky Media Canada, and Toronto-based Corus Entertainment is the first to sign on as an anchor partner.
Corus will deploy and promote selected Heavy.com programming across its male-skewing radio sites in a customized channel for stations including 102.1 the Edge in Toronto, CFOX in Vancouver, Power 97 in Winnipeg and Q107 in both Toronto and Calgary.
The Husky Media video monetization platform wraps any video player (YouTube, Revver, Google Video, etc.) with a video-skin – a premium high-CPM ad unit designed for brand advertisers. Husky also gives advertisers access to specific psychographics and includes vertical networks such as music, entertainment and action sports.
Heavy Canada managing director David U.K. tells MiC that a revenue-sharing arrangement is in place between Corus Radio and Husky Media, as the platform benefits both companies. U.K. says the video advertising is ‘very non-intrusive to the user experience, and it’s a great branding experience for the advertiser.’
How does it benefit Corus Radio to have the user stop listening to an audio stream in order to browse video content from Heavy.com? ‘It’s kind of old-school radio to think that if they’re not listening to your station, they’re not spending time with your brand,’ U.K. tells MiC. ‘Corus, in my opinion, is leading edge in that they recognize that they can keep their user longer, and engaged.’
Corus Entertainment GM of Splice Interactive Media David Huszar says: ‘We’re committed to creating leading-edge interactive experiences for increased listener engagement, and are confident Heavy’s fresh programming will resonate extremely well with our male-oriented radio stations.’
Heavy recently signed an agreement with CBS Interactive to distribute Heavy’s award-winning sports series, The Burly Sports Show, on CBSSports.com, using the Husky Network.