TORONTO (August 6, 2019) – Bell Media, Canada’s largest media company and leading content creator, along with Index Exchange, the world’s largest independent ad exchange, have accelerated the implementation and execution of programmatic instream video deals for Omnicom Media Group (OMG). The partnership, the largest of its kind for both OMG and Bell Media, allows OMG to provide premium video options to its clients and an increased ROI for agencies and marketers alike.
As the breadth and scope of premium ad formats continues to expand, including mobile, video, and audio, publishers are bringing their most coveted audiences and inventory to programmatic marketplaces, delivering more options to buyers looking for solutions outside of the walled gardens.
In particular, video ad spend continues to mark new milestones in Canada. A study by eMarketer predicted that video ad spending will grow 23.3% in 2019 to $1.41 billion, more than five times its total in 2014 of $205.18 million.
“This partnership is significant because it brings together two leading Canadian companies to make advancements in the Canadian market,” said Brad Hayden, Director of Media Operations and Sales at Bell Media. “We’re thrilled to work with Index Exchange to be able to execute these video deals with OMG – a critically important partner of ours.”
“This is an example of how the integration of Omnicom’s direct and programmatic investment teams have leveraged the holding company’s strategic investments and marketplace clout to launch upfront programmatic deals for high-demand digital video inventory now, while allowing advertisers to make automated decisions on inventory based on specific audiences they need, when they need them,” said Tom Fotheringham, General Manager, Omnicom Media Group in Canada. “It is vitally important to ensure our clients have access to audiences via quality inventory and transparent, scalable technology solutions. Working with innovative and trusted partners like Index Exchange and Bell Media helps make that happen.”
To support this push, Index Exchange and Bell Media continue to invest in video and maximize the value of their offerings in order to stay ahead of the changing needs of their clients. This partnership signals an opportunity for the industry as a whole to look beyond the walled gardens as premium video offerings are made available.
“We’re proud to have worked alongside Bell Media to provide agencies such as OMG the opportunity to reach the right audiences with high-impact ad formats, all while remaining in a brand-safe environment,” said Brad Jeffrey, Managing Director for Canada at Index Exchange. “As the video ad market continues to evolve, partnerships like these allow us to better address consumers’ preferences.”