Stewart Johnson, SVP of Sales and Sports, Bell Media, Canada
Transcript:
“Through its unmatched attention-grabbing and emotion-evoking content and advertising, we know that TV is simply unparalleled in its ability to build brands. However, there has been a false narrative in the industry, that centres on the idea that TV only works as the top-of-the-funnel brand builder, exclusively used for mass awareness. It’s time to dispel this myth. While the top of the funnel remains critically important, TV also offers the opportunity to work its way right down the funnel. Thanks to increasingly efficient attribution tools, now available to advertisers, not only has TV demonstrated that it builds bands like no other media can but it has also proven its worth as a performance driver.
In addition to TV’s unsurpassed reach, we now have enhanced targeting capabilities. From the introduction of audience management tools that integrate broadcasters’ first party data, to the development of custom audience segments.
And we can prove it works. Attribution continues to gain momentum, both through the integration of first party data and through the development of external tools that are helping both the buy and supply side. In the coming months, it will be even easier for advertisers to accurately correlate their TV spend with short-term sales and other business effects.
We know TV has tremendous halo effect on other media and its impact lasts far longer than other advertising. Currently there isn’t anything that works better throughout the buying-funnel than TV. And that is why we see new advertisers, like digital companies, who have more than doubled their TV spend in the past five years, increasingly turning to TV to drive growth.
TV is already the best-in-class brand building medium, but the major advancements the industry has made in audience targeting and attribution, both at our company and at the other Canadian broadcasters, demonstrates why TV is a trusted performance driver now and how it will continue to play an indispensable role in the future of advertising.”