TORONTO – Bell Media on Monday unveiled its newest advertising initiative, Streets-to-Screens, a multiplatform program brought to market for the first time in collaboration with financial services firm Desjardins, spanning TV, radio, out-of-home and digital platforms.
Streets-to-Screens leverages Bell Media’s ad-synching Radio-to-Road program, launched a year ago, where select roadside digital boards synchronize with ads on specific radio stations, explains a press release Monday. Using Bell’s first-party data, Streets-to-Screens extends the advertising experience with virtual product placement through TV viewing at home.
“Using Mirriad’s platform, Bell Media can deliver virtual product placement opportunities to clients even after content has been produced,” creating enhanced flexibility for marketers, the release says.
To maximize exposure, Bell Media says it employs geo-fence technology “to retarget mobile users exposed to digital out-of-home boards, ensuring a sustained and impactful presence across various media channels.”
“With Streets-to-Screens, Bell Media delivers a seamless journey where brands connect with consumers on the road through Bell Media’s exclusive technology, syncing radio ads with digital out-of-home billboards and at home through ad insertion on both TV and digital platforms,” Perry MacDonald, vice-president of sales and partnerships at Bell Media, said in the release. “We know this holistic approach will resonate with consumers and drive impact for our clients.”
Streets-to-Screens is the latest advertising tool announced by Bell Media. In October and September, Bell Media launched its new Addressable Audio and Addressable TV ad solutions, respectively.
Image provided by Bell Media.
