Bell Media launches new targeted TV ad sales tool

Bell Media has launched SAM, a new strategic TV ad sales tool, powered by NLogic data.

Bell says SAM (Strategic Audience Management) uses digital targeting to boost the efficacy of a traditional television buy by offering advertisers the opportunity to access more granular targeting to reach specific audiences. A Bell Media press release indicates future plans for SAM include layering in first party data.

“Our clients have been looking for broader TV data analytics, and we are thrilled to respond with SAM,” said Darryl Coburn, Vice-President, National Video Sales, Bell Media. “SAM supplements traditional TV buys with an enhanced layer of intelligence, producing highly customized plans that ultimately help advertisers achieve their business objectives.”

SAM measures household, behavioural, and TV viewing data, tailored to each buy, to identify high-indexing TV audiences. It then uses the data to maximize inventory allocation across CTV’s national network and Bell Media’s English entertainment specialty channels (excluding TSN and CP24) towards a buy’s strategic target audience. SAM builds the optimal schedule, based on the selected strategic target, delivering targeted impressions that reach the desired audience.

Coburn said for now, SAM will co-exist alongside the existing sales model.

“While SAM is an additional product offering allowing them to enrich and optimize their current media plans, customers may certainly continue to buy through the existing sales model,” said Coburn.

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