Bell Media has unveiled new in-car advertising capabilities across its FM radio brands that will also allow connected vehicle users to automatically stream stations when they drive outside the range of an over-the-air signal.
Launched nationwide last week across Virgin Radio, Énergie, Rouge, Pure Country and Toronto’s CHUM 104.5, among other stations, Bell says its AdSyncs offering allows advertisers to amplify their audio message with sync display text and brand logos on dashboard displays.
A Bell Media spokesperson said the tech – which is already being used by American station groups like Audacy and Beasley Media Group – is based on a blend of RDS, HD Radio and DTS AutoStage technology.
“Our AdSync offering services all three technologies simultaneously to maximize reach. Our HD Radio stations, as well as DTS AutoStage vehicles, can receive advertiser images, but even still, the vast majority of cars will at least receive advertiser specific text,” a Bell Media spokesperson explained.
“This enhancement transforms in-car radio into a higher-impact, more accountable platform for advertisers,” said Matt McGowan, SVP Business Solutions, Bell Media. “By pairing audio with synchronized visuals at scale, we’re delivering greater storytelling power and stronger outcomes for brands across Canada.”
“With so much radio listening happening in the car, this enhancement helps make the experience even more engaging for our audiences,” added Dave Daigle, Vice President, Local TV, iHeartRadio & Bell Media Studios. “Providing listeners with more information about what they’re hearing, while ensuring uninterrupted access to their favourite stations, is another way we’re continuing to evolve the radio experience.”
According to Quu research data supplied by Bell Media, synchronized visual radio ads increased purchase intent by 89%, brand favourability by 58%, and slogan familiarity by 57%.
Bell said the launch reflects its continued focus on enhancing how Canadians experience radio across platforms while supporting innovation across the company’s audio ecosystem.
