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Bell Media and Videology, a leading software provider for converged TV and video advertising, announced today that Bell Media has selected Videology’s programmatic TV technology to bring greater efficiencies and holistic planning capabilities to Bell Media’s entire TV and digital video inventory portfolio.
Following a three-month assessment period, the two companies are beginning a multi-phase integration with Phase One expected to launch in Q3 of this year.
“As device proliferation and content consumption patterns continue to evolve, the need for advanced TV capabilities has become increasingly apparent for the broadcast ecosystem,” said Stuart Garvie, President, Bell Media Sales. “TV remains the single strongest avenue for driving results at scale, and we are working to maintain that leading position, with a strategy that reflects the new consumer journey, regardless of platform or device. Videology’s video-first approach and established relationships throughout North America and EMEA made them the obvious choice to be our strategic partner.”
Through the proposed partnership, Bell Media will benefit from enhanced audience targeting capabilities through the use of first and third party data. The technology provides the ability to execute single campaigns across multiple devices and inventory channels holistically.
Videology’s proprietary optimal-allocation technology will look at Bell Media’s entire pool of available inventory, forecast data against that inventory over time, and ensure the right ads are served to the best user at the right time to drive ROI and maximize yield. Advertisers benefit from more efficient campaigns and consumers benefit from tools that ensure ads are relevant to their interests and are shown with a controlled frequency across all of their devices.
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