TORONTO – Bell Media has launched a new tool for advertisers and agencies that it says can identify specific audiences for targeted media campaigns.
Launching with segments powered by NLogic data, the Strategic Audience Management (SAM) sales enhancement tool boosts the efficacy of a traditional television buy by offering advertisers the opportunity to access more granular targeting to reach specific audiences, reads the news release. Future plans for SAM will also include layering in first party data.
With each custom buy, SAM measures household, behavioural, and TV viewing data to identify high-indexing TV audiences. It then uses this data to maximize inventory allocation across CTV’s national network and Bell Media’s English entertainment specialty channels (excluding TSN and CP24) towards a buy’s strategic target audience. SAM builds the optimal schedule, based on the selected strategic target, delivering targeted impressions that reach the desired audience.
“Our clients have been looking for broader TV data analytics, and we are thrilled to respond with SAM,” said Bell Media’s national video sales VP Darryl Coburn, in the release. “SAM supplements traditional TV buys with an enhanced layer of intelligence, producing highly customized plans that ultimately help advertisers achieve their business objectives.”
Coburn added that customers may also continue to buy through the existing sales model.
