TORONTO – Bell Media has selected Videology’s programmatic TV technology to bring greater efficiencies and holistic planning capabilities to its television and digital video inventory portfolio.
Videology’s proprietary optimal-allocation technology will look at Bell Media’s entire pool of available inventory, forecast data against that inventory over time, and ensure the right ads are served to the best user at the right time to drive ROI and maximize yield, reads the news release. Advertisers benefit from more efficient campaigns and consumers benefit from tools that ensure ads are relevant to their interests and are shown with a controlled frequency across all of their devices.
Following a three-month assessment period, the two companies are beginning a multi-phase integration with the first phase expected to launch in Q3 of this year.
“As device proliferation and content consumption patterns continue to evolve, the need for advanced TV capabilities has become increasingly apparent for the broadcast ecosystem,” said Bell Media Sales president Stuart Garvie, in the release. “TV remains the single strongest avenue for driving results at scale, and we are working to maintain that leading position, with a strategy that reflects the new consumer journey, regardless of platform or device.”
“Progressive broadcasters like Bell Media are becoming increasingly aware of the role sophisticated technology plays in improving their own business while also driving better ROI for their brand advertising partners”, added Videology’s head of global TV strategies Rhys McLachlan. “We look forward to working with Bell Media to bring new innovations to the Canadian marketplace.”
