Bell Media debuts addressable TV service
By Rob Bale
Bell Media has launched a new addressable television service that provides a personalized advertisements to specific households or devices based on demographic and behavioural data. The service can be used to advertise on linear television channels, as well as in video-on-demand content, livestreams and other online material. Using first-party data, advertisers can specify one of 19 pre-built audiences. In the future users will also be able to specify a custom audience. The service makes use of the Bell Fibre television application to reach consumers using Internet-connected television sets, computers, mobile devices and, later this year, set-top boxes. According to Bell Media, it is the first media company in Canada to offer addressable television advertising on linear channels.
“The launch of addressable TV on linear channels through a Canadian broadcast distributor represents a seismic shift in Canadian advertising and Bell Media is proud to be the first to introduce it to the market,” said Stewart Johnston, senior vice-president of sales and sports at Bell Media. “By combining the power and impact of television with the targeting and personalization of digital advertising, ATV will improve consumer experience by delivering relevant ads, leading to higher conversion rates and improved ROI for the advertiser.”