TORONTO – Bell Media announced last week the launch of its Addressable Audio solution that dynamically inserts digital audio ads into live linear programming and on-demand content on iHeartRadio.ca and the iHeartRadio Canada app.
This follows Bell Media’s launch of Addressable TV last month.
“Addressable Audio, available now through Bell DSP (demand-side platform) and directly through a Bell Media sales representative, allows brands to target listeners through AM/FM streaming, on-demand tracks, and podcasts,” explains a press release.
Leveraging Bell’s premium first-party data, Addressable Audio enables advertisers to customize the listener experience and yield higher conversion rates, according to the release.
“Using key insights such as demographic data, interests, and location, advertisers can reach specific listeners on iHeartRadio Canada’s Addressable Audio-enabled catalogue of 100 on-air radio stations and over hundreds of thousands of podcasts. Additionally, with Bell’s arsenal of 70 pre-built consumer segments, advertisers can precisely target iHeartRadio Canada’s 1.4M+ distinctive weekly listeners,” the release says.
“We are thrilled to launch Addressable Audio on Bell DSP, and further revolutionize how our ad partners connect with the market,” Stewart Johnston, senior vice-president of sales and sports at Bell Media, said in the release. “Enabling programmatic ads through iHeartRadio Canada, the platform with the largest ad-supported reach in Canada, allows advertisers to reach and tailor digital audio ads to millions of listeners, and forge stronger, more meaningful engagements with consumers.”
“As one of the first Canadian media companies to go to market, Bell Media’s expansion into Addressable Audio underlines our commitment to being at the forefront of delivering innovative advertising solutions through our Bell Marketing Platform,” said Nauby Jacob, Bell Media’s senior vice-president of consumer and media products.
