Bell Media has partnered with Environics Analytics (EA) to launch a new Outcomes Measurement solution for TV campaigns.

Combining Bell’s first-party data – fed by 22 million customer connections across more than eight million households – with EA privacy-compliant clean room technology, the solution helps advertisers measure the return on ad spend (ROAS) of their TV campaigns, including how many ad-exposed customers made a purchase or took action, alongside other insights to adjust future campaigns. EA can also provide outcome metrics or foot traffic from its own MobileScapes solution.

Bell says the new capability complements Bell Attribution Insights (BAI), which already enables advertisers to measure how TV drives website traffic via Strategic Audience Management (SAM).

“Bell Media and EA continue to partner on effective solutions for advertisers to assess the true bottom-line impact of their campaigns,” said Sean Cohan, President, Bell Media, in an announcement. “With Outcomes Measurement, we are delivering the proof advertisers need to show that their media dollars drive measurable results, from sales lift to campaign drivers and audience insights.”

“This is an innovative step forward for measurement products as it will help drive real-world results that the industry expects,” added Jan Kestle, President, Environics Analytics. “EA’s made-for-Canada approach to secure data collaboration means advertisers can now gain actionable insights that will help them optimize their budgets and improve performance of future TV campaigns.”

In an early pilot campaign with Air Canada, Bell says audiences exposed to ads on its TV channels had a 24% higher booking rate than those who weren’t exposed, demonstrating how Sales Outcomes Reports connect campaign exposure to real conversion behaviour.

The Outcomes Measurement report is available now for linear TV campaigns and will expand to select inventory on Connected TV and Connected TV Live.