Bell Media offers virtual in-content advertising

Tylenol is one of the brands that has test-driven Bell Media's new in-content advertising offering, integrating its logo into CTV drama Transplant. (Bell Media)

Bell Media is now offering virtual in-content advertising opportunities using tech that places product and signage into series during post-production.

Tylenol and TD are two of the brands that have test-driven the technology already, with TD integrating into the post-Super Bowl premiere of CTV comedy series, Children Ruin Everything, and Tylenol incorporating its logo into CTV’s Transplant.

Relying on AI technology from Mirriad, Bell Media is the UK software company’s first partner in the Canadian market. 

Bell says in-content advertising is a non-disruptive and effective way to amplify campaigns. Data it provided indicates TD’s post-Super Bowl integration resulted in a 21 percentage point increase in ad awareness and an eight percentage point increase in top-of-mind awareness. 74% did not find the in-content format distracting and 72% found it to be a natural fit for the program.

Bell says within the next few months, more in-content advertising opportunities will be available on linear, CTV.ca, and Crave, in addition to opportunities for the French-language market.


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