In conjunction with Thursday’s upfront announcements, Bell Media has unveiled a strategic partnership that brings TikTok’s Pulse Premiere to Canada, an advertising solution that allows brands to choose where their ads are placed, adjacent to select publisher partner content on the For You feed.
The partnership allows ads to be featured adjacent to Bell Media TikTok content, including sports and entertainment content from TSN, RDS, CTV, its digital sports brand BarDown, MuchMusic, and celebrity interviews and entertainment news from ETALK.
“This partnership provides something Canadian advertisers have been eagerly awaiting: the opportunity for true brand sell on TikTok,” said Stewart Johnston, Senior Vice-President, Content and Sales, Bell Media, in an announcement. “This collaboration not only expands our top performing digital inventory, it also underscores our leadership in innovative digital advertising.”
According to data provided by Bell Media, TikTok ads have been ranked #1 by consumers for capturing attention, with 73% of TikTok users saying they feel a deeper connection to brands on the platform than on other sites and apps, with 93% of users taking action on content they see in their For You feed.
The first Canadian media publisher to join Pulse Premiere, Bell Media joins brands like Condé Nast, NBCUniversal, Paramount Global, Sky Sports, the NHL, MLB, and MLS.
Dotdash Meredith partnership
Bell Media also announced that it is now digital publisher Dotdash Meredith’s new Canadian sales partner. Dotdash Meredith’s digital ad inventory, which includes more than 40 media brands including PEOPLE, Better Homes & Gardens, Allrecipes, FOOD & WINE, Investopedia, and Verywell, have been added to Bell Media’s portfolio.
Bell Ads for Business
Bell Ads for Business, a new advertising platform that allows businesses across Canada to utilize Bell’s Canadian data, was also unveiled. Powered by Bell First Party Data, it allows local advertisers to take advantage of the Bell DSP through a self-serve platform. The platform includes a built-in real-time reporting function and the ability to select target audiences with pre-built audience segments or create their own using behavioural data relevant to their business and unique location targeting. That includes custom geo-fencing capabilities that can define a radius as small as two to five kilometres or a five-minute drive time to effectively deliver ads to potential customers.
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