Shifting to Digital



Igniting a new era in Aboriginal media

The Opportunity

Our Agency of Record relationship with the Aboriginal People’s Television Network (APTN) began in early 2016. At this time, research indicated that their audience viewed APTN as their “grandmother’s network” in that it did not appeal to the young, urban, Aboriginal viewer. However, APTN felt this was no longer the case, given they had recently introduced a new and much edgier primetime lineup.

The Approach

After developing a solid understanding of the audience and media landscape, we turned our efforts to understanding APTN’s business reality. Tapping into audience data and media consumption insights, we worked with APTN to develop an 18-month strategy targeting the 18-35 year old audience. This included audience segmentation, creative briefs for each audience, concept development and media planning/buying.

The Shift to Digital

Our approach was to change the way APTN traditionally promoted programming by shifting from traditional media channels to new digital mediums. As the goal was to connect with the younger audience, we had to reach them online.

In concert with our media planning partner (MW360 Media), we developed targeted digital and programmatic buys including pre-roll, display, social and SEM. We also leveraged APTN’s owned assets, creating on-air promos, social media content and updating landing pages for specific shows. The campaign was treated as a series of mini-campaigns promoting the primetime lineup; specific genres; and specific shows.

The Results

During this campaign, we saw a 20 percent increase in web traffic over the previous reporting period and a surge in viewership numbers in the period following the campaign launch!