Intrigue Media: Growing the Video Advertising Network
(3 pages of text)
Guelph-based Intrigue Media (Intrigue), a marketing agency, has built a wholly-owned and operated network of 200 television screens in high-traffic consumer environments in Southwestern Ontario. The network reaches 1.5 million potential customers per month, and targets local small businesses wanting to expand their customer base. The business development manager at Intrigue has been tasked with developing a business plan to grow this video advertising network. She is reviewing several options, one of which includes the opportunity to seek outside investment.
Unlike many advertising cases, the Intrigue example looks at the challenge of scaling up a business service that needs to deliver local, customized content at a low cost. This case has been designed for use at both the undergraduate- and graduate-level in marketing, advertising, or entrepreneurship courses. Following the discussion of this case and completion of the assignment questions, the students will have developed their ability to:
- Quantify the costs and potential return on investment for an advertising vehicle.
- Develop quantitative and qualitative analyses by relying on facts and by making reasonable assumptions.
- Rank available options based on available information.
- Reviewing the economics of advertising models.
- Defining a firm’s business model and identifying the key drivers of success.
- Understanding, from a marketing perspective, the importance of creative execution in advertising.
Information, Media & Telecommunications
Canada, Small, 2019
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