With Canada’s digital ad spend predicted to nearly double its TV ad spend by 2019 (digital will account for 42.1% of total ad spend to TV’s 23.3%, according to eMarketer), broadcasters are looking for ways to carve out additional monetization opportunities.
Its work with Videology is designed to support Bell’s developments around enabling more programmatic execution in cross-platform TV (the company already provided linear audience segmentation, but will add more data application and delivery capabilities).
Videology will help Bell bridge the gap between its different technologies used to monetize linear, OTT and digital, such as the ad server and data management platform.
“For me to be able to say to a planner, ‘If you add VOD to your plan, you’ll get 10% incremental reach,’ is one thing, but to help them understand which viewers have seen a particular ad is another,” Painting said.
The vision for Bell is to use Videology as a data and audience hub of sorts, similar to carrier AT&T’s use. It would act as the centralized hub for ingesting advertiser first party, third party and possibly mobility data depending on legislative allowances, and allow the broadcaster to forecast yield across myriad platforms.
“You can have mobility data in the form of ad IDs, but you still need to de-identify it, re-aggregate it and figure out how to apply it digitally,” Painting explained. “You still need that data management piece, which I don’t think Videology replaces, but will certainly help us apply that data judiciously.”