Bell Media, Index Exchange and Omnicom Media Group have entered into a partnership to improve programmatic offerings.
The deal is the biggest of its kind for Bell Media and OMG, making available programmatic in-stream video deals, as ad spend continues to flow in that direction, says Brad Jeffrey, managing director for Canada at Index Exchange.
According to eMarketer, video is fuelling growth in digital ad spend, forecasted to climb more than 23% in 2019 reaching over $1.4 billion. Since 2014, the medium has increased its investment more than fives times from $205.18 million.
“The Canadian marketplace is still supply-constrained when it comes to quality video in the programmatic space,” he says, adding it is important because video allows for more creativity in its messaging.