Bell Media Announces New Virtual In-Content Advertising Products

Key Tags: @BellMediaPR, @TheLede_CA

TORONTO (April 20, 2022) – Bell Media announced today that virtual in-content advertising opportunities are now available to Canadian advertisers and agencies, using Mirriad’s leading patented AI technology. The innovative product is a result of Mirriad’s first partnership in the Canadian market, and has already been leveraged by Johnson & Johnson Inc. and TD. As the first two early adopters in Canada, both companies are instrumental in breaking into the frontier of this new media marketplace. The new product allows advertisers the unique ability to virtually place product and signage into a series during post-production, integrating a brand directly into Bell Media’s premium content. Both Johnson & Johnson Inc. and TD employed seamless multi-channel integrations in some of CTV’s hit television series. First, featured in CTV Original comedy series CHILDREN RUIN EVERYTHING, Bell Media and TD worked together to smoothly integrate its brand into the premiere, which aired directly after SUPER BOWL LVI. TD reached key investor audiences in a non-disruptive and effective way by amplifying the campaign through its already existing SUPER BOWL LVI broadcast spot. The campaign drove significant results, showing a 21 percentage point increase in ad awareness, an eight percentage point increase in top-of-mind awareness, and gained a positive experience among viewers, as 74 per cent did not find the in-content format distracting and 72 per cent found it to be a natural fit for the program. Additionally, in a partnership with global media agency UM, Johnson & Johnson Inc. incorporated its TYLENOL brand through out-of-home advertising and product placement in Canada’s most-watched original drama series, TRANSPLANT. “New linear TV offerings don’t come around often, so this is exciting to see,” said Dan Zangrando, EVP, Integrated Investments, at UM. “The product provides brands with a unique opportunity to go to market. For clients like Johnson & Johnson Inc., makers of TYLENOL, who partner with J3, UM’s custom business unit, this delivers a creative and targeted solution for amplifying their campaigns for products such as TYLENOL.” In-content advertising is now available in the Bell Media original series SURREALESTATE on CTV’s linear airings and CTV AVOD. Within the next few months, advertisers can expect to see more opportunities on linear, CTV.ca, and Crave. Opportunities for the French-language market are set to be launched in the coming months.