TORONTO – Bell Media announced on Tuesday the launch of Addressable TV (ATV), delivering tailored ads to TV viewers, across its premium linear and video-on-demand content on CTV, CTV2 and Noovo, as well as a selection of English and French-language specialty channels.
ATV reaches TV audiences via the Bell Fibe TV app on connected TV, mobile and web platforms, and is set to launch on next-generation set-top boxes later this year, according to a Bell Media press release.
“Addressable TV provides a personalized ad experience to specific households or devices, based on demographic and behavioural data across VOD, livestreams, and linear content and makes Bell Media the first Canadian broadcaster to offer the technology on linear channels through a Canadian broadcast distributor,” the release reads.
Bell Media’s ATV solution leverages Bell’s premium first-party and privacy-compliant Canadian data for precise targeting to an advertiser’s core audience, according to the release.
“Currently the service offers 19 pre-built segments, with the ability to build custom segments using Bell Analytics on the way. Additionally, more than 50 Bell first party segments, as well as segments from Environics and thinktv, are set to launch in the coming months,” the release says.
“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,” Stewart Johnston, senior vice-president of sales and sports at Bell Media, said in the release. “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.”
“Bell Media continues to be a major innovator in Canada, consistently providing increased flexibility to our partners to target their audiences across all our platforms,” said Nauby Jacob, Bell Media’s senior vice-president of consumer and media products. “With our exciting linear TV solution, along with Bell DSP and SAM, we offer the most comprehensive ad tech in Canada and are excited to collaborate across the industry with Canadian broadcast distributors, media companies, ad agencies, and brands.”
Bell DSP (demand-side platform) launched in November 2021, while Bell’s SAM (strategic audience management) tool launched in January 2019.
ATV is now available directly through a Bell Media sales representative as a managed service, “with programmatic availability launching in the coming months, exclusively on Bell DSP,” the release says.
