Bell Media unveils ‘Streets-to-Screens’ virtual product placement

Bell Media has unveiled Streets-to-Screens, a multiplatform program, brought to market in collaboration with Desjardins, enabling virtual product placement across TV, radio, out-of-home (OOH), and digital.

Leveraging Bell’s ad-synching Radio-to-Road program, where select roadside digital boards synchronize with ads on specific radio stations, Street-to-Screens uses the company’s first party data to extend virtual product placement through TV viewing at home.

“With Streets-to-Screens, Bell Media delivers a seamless journey where brands connect with consumers on the road through Bell Media’s exclusive technology, syncing radio ads with digital out-of-home billboards and at home through ad insertion on both TV and digital platforms,” said Perry MacDonald, VP of Advertising Sales and Partnerships, in a Bell Media announcement. “We know this holistic approach will resonate with consumers and drive impact for our clients.”

To maximize exposure, Bell Media says it’s employing geo-fence technology to retarget mobile users exposed to digital out-of-home boards, ensuring a sustained and impactful presence across various media channels.

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Connie Thiessen
Connie Thiessen
Connie has worked coast-to-coast as a reporter, editor, anchor and host at CKNW and News 1130 in Vancouver, News 95.7 and CBC in Halifax, and CFCW Edmonton, among other stations. With a passion for music, film and community service, she led News 95.7 to a 2013 Atlantic Journalism Award and regional RTDNA award for Best Radio Newscast. More recently, she was nominated for Music Journalist of the Year at Canadian Music Week 2019. To report a typo or error please email -

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