Bell Media updates marketing platform
By Derek Winkler
Bell Media has added a number of new features to its Bell Marketing Platform media buying service. According to the company, the new features are intended to provide advertisers with an “integrated, automated and privacy-compliant future.” The service include new addressable television services that allow users to send ads to specific households or devices based on demographic and behavioural data. The service can be used with video-on-demand properties, livestreams and linear television channels.
The company has also updated its strategic audience management service to provide improved optimization, addition capabilities and automation. In addition, the service has been integrated into Bell’s analytics products. The company has also added addressable audio advertising to its programmatic media buying service Bell DSP. Clients can insert digital audio ads in live radio broadcasts and podcasts based on audience criteria. Bell has also added new data sources to its analytics services and introduced a new service called Bell Attribution Insights that provides advertisers with interactive reports on the effectiveness of their campaigns.
“Data is the foundation and driving force of every successful business decision,” said Nauby Jacob, senior vice-president of consumer and media products at Bell Media. “It’s not just important. It’s imperative. The power of Bell’s first-party data is transforming the advertising industry and, with it, Canadian marketers are now able to tap into a number of Bell Media’s advancements, including addressable TV, a game-changing product delivering personalized messages directly to target audiences. We’re thrilled to be at the forefront of this new era of media buying in Canada.”