Quebecor Expertise launches new adtech during Multi2021

The media organization's virtual upfront answered advertiser demand for more pre-planning capabilities.
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Québecor Expertise announced a significant number of new and returning shows, along with some fresh ad offerings during the media organization’s virtual Multi2021 upfront event.

“We’ve been receiving a number of requests from advertisers to bring more to the table pre-campaign from a strategic standpoint,” Jean B. Péladeau, general manager, data and performance advertising at Québecor, tells Media in Canada.

“In the past, we’ve been buying on traditional socio-demo components or gender,” Péladeau says, noting that now it has been able to harness more data across the entire Québecor ecosystem, “while putting anonymity in the forefront” at the same time.

Duo Q-ID is the organization’s new marketing intelligence platform, a full “360 offering,” Péladeau notes, encompassing all of Québecor’s media assets, including OOH, DOOH, TV, OTT, streaming, digital and print. It uses data from Québecor and its partners to provide a deeper, 360-understanding of the target audience’s consumption habits to support more strategic activations on traditional and digital channels alike.

Péladeau says the OOH implications are the most exciting features of the tool, where advertisers can examine Québecor’s transit shelter network pre-campaign. They can see what kind of people live in certain areas through its new Street-Level Tour website to pinpoint strategic detailed metrics for each neighbourhood, helping advertisers determine which routes, buses and shelter activations would be most effective.

Another new piece of adtech, called Echo, was also announced, complementing DOOH activations through geo-fencing and retargeting, mirroring (or echoing) the ads a consumer sees on a bus shelter on their mobile device.

Quebecor channels reportedly reach 97% of all people in Quebec. “Almost every Quebecer, every week,” Péladeau says.

From a content distribution perspective, Quebecor announced new innovations around its Qub platform, which will be available by the end of summer 2021. It aggregates content from all Québecor divisions (TV, streaming, print, music, and other digital digital content) and makes them available on the web and a mobile app. Starting in the winter of 2022, the Qub platform will reportedly feature exclusive content not found on other Québecor channels, in turn offering advertisers more opportunity supported by first-party data collected with the consent of users and a new interface for incorporating brand content into editorial environments.

On the Québecor progamming front, the 2021-2022 schedule includes new cooking show Trois fois par jour et vous on TVA and its foodie-focused channel, Zeste. In the fall 2021 season, TVA is increasing its spend on original productions, including returning shows like Salut Bonjour, La Tour, Révolution 3 (pictured), Si on s’aimait, Star Académie and Marie-Claude Barrette. They will be joined by a list of new shows, including Chanteurs masqués, the Québec version of the international hit The Masked Singer, and new family drama Les moments parfaits, Chaos, a series developed by Josélito Michaud and reality show L’île de l’amour, shot on the beaches of Mexico and based on the global success, Love Island.

On the digital front, OTT streaming service TVA+ will feature content like Revolution, Chanteurs masqués, La Tour and Trois fois par jour et vous, the L’île de l’amour dailies and a roster of popular movies.