TORONTO – Bell Media and Index Exchange, the world’s largest independent ad exchange, announced this week they have accelerated the implementation and execution of programmatic instream video deals for Omnicom Media Group (OMG).
The “multi-million-dollar” partnership, the largest of its kind for both OMG and Bell Media, says the press release, “allows OMG to provide premium video options to its clients and an increased ROI for agencies and marketers alike.”
Since the breadth and scope of premium ad formats is continuing to expand – including mobile, video, and audio – publishers are bringing their most coveted audiences and inventory to programmatic marketplaces, delivering more options to buyers looking for solutions outside of the walled gardens, explains the announcement.
Video ad spend continues to mark new milestones in Canada and a study by eMarketer recently predicted it will grow 23.3% in 2019 to $1.41 billion, more than five times its total in 2014 of $205.18 million.
“We’re thrilled to work with Index Exchange to be able to execute these video deals with OMG – a critically important partner of ours,” said Brad Hayden, director of media operations and sales at Bell Media.
“This is an example of how the integration of Omnicom’s direct and programmatic investment teams have leveraged the holding company’s strategic investments and marketplace clout to launch upfront programmatic deals for high-demand digital video inventory now, while allowing advertisers to make automated decisions on inventory based on specific audiences they need, when they need them,” added Tom Fotheringham, general manager, Omnicom Media Group in Canada. “It is vitally important to ensure our clients have access to audiences via quality inventory and transparent, scalable technology solutions.”
“We’re proud to have worked alongside Bell Media to provide agencies such as OMG the opportunity to reach the right audiences with high-impact ad formats, all while remaining in a brand-safe environment,” added Brad Jeffrey, managing director for Canada at Index Exchange.
