Bell Media launches multiplatform ad-synching campaign ‘Streets-to-Screens’

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...