Bell Media launches new audience measurement system
By Adnews Staff
Bell Media of Toronto has debuted a new sales system called Strategic Audience Management, intended to combine the reach of linear television with the benefits of digital targeting. It is intended to offer buyers of television advertising with more precise audience targeting. The system measures household, behavioural and television viewing data to identify specific audiences watching the CTV national network and Bell Media's English-language specialty channels. It makes use of data from NLogic, with future plans for the addition of 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 of national video sales at 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."