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Bell Media Mix launches five-second advertising option
Bell Media Mix of Toronto has introduced a new advertising option called "5on5" that consists of five-second ads on five forms of media. The ads will run on CTV, specialty television channels, radio, digital out-of-home displays and online video banners. The option is intended to complement traditional brand advertising in an effort to increase awareness. According to the company, the option increases incremental reach by appearing to light users of any one media. It is also intended to act as a short-term stimulus in support of impulse sales within short purchase windows.
Universal Pictures is the first client to make use of the option to promote the upcoming release of its film Fifty Shades of Grey. Bell Media ads will run in the week leading up to the release of the movie on Feb. 14, 2015. According to the agency, the five-second ads are designed to offer a brief look at the visuals consumers imagined when reading the book. The campaign was developed in association with Maxus Canada.
"When we heard that Bell Media Mix was launching 5on5, we knew immediately it was the perfect fit for the Fifty Shades of Grey launch," said Tamara Shannon, vice-president of media at Universal Pictures. "The ability to channel buzz and excitement for the film with these quick bursts of intrigue fits perfectly with our promotional strategy. We are thrilled to be the first partners on board with this innovative new product."