Bell Media has announced it’s launching Addressable TV (ATV) across its linear and Video on Demand (VOD) content on CTV, CTV2, and Noovo, leveraging tech that tailors ads to television viewers.
Also available on a handful of Bell’s English- and French-language speciality channels, ATV will reach viewers via the Bell Fibe TV app across Connected TV, mobile, and web platforms, and is set to launch on next generation set top boxes later this year.
Tapping into household insights, including Bell’s own first party data, to target an advertiser’s core audience, the service is launching with 19 pre-built segments. Bell says the the ability to build custom segments using Bell Analytics is on the way, in addition to offerings from Environics and thinktv.
“The launch of Addressable TV on linear channels through a Canadian broadcast distributor represents a seismic shift in Canadian advertising and Bell Media is proud to be the first to introduce it to the market,” said Stewart Johnston, Senior Vice-President, Sales and Sports, Bell Media, in a company announcement. “By combining the power and impact of television with the targeting and personalization of digital advertising, ATV will improve consumer experience by delivering relevant ads, leading to higher conversion rates, and improved ROI for the advertiser.”
“Bell Media continues to be a major innovator in Canada, consistently providing increased flexibility to our partners to target their audiences across all our platforms,” added Nauby Jacob, Senior Vice-President, Consumer and Media Products, Bell Media. “With our exciting linear TV solution, along with Bell DSP and SAM, we offer the most comprehensive ad tech in Canada and are excited to collaborate across the industry with Canadian broadcast distributors, media companies, ad agencies, and brands.”
Currently offered as a managed service, Bell says programmatic availability will launch in the coming months, exclusively on Bell DSP.
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