Bell Media and AVOD service Tubi on Thursday announced a long-term partnership across sales and content distribution.
The deal sees Bell Media become the exclusive Canadian sales partner for Tubi’s connected video inventory, combining the former’s established sales network with the free streamer’s rapidly expanding presence in the country.
Also under the agreement, Bell Media’s suite of FAST channels will become available on Tubi in Canada later this year, including CTV News, TSN The Ocho, CTV @ Home, CTV Laughs and the Corner Gas Channel, among others.
The companies also plan to co-develop original content that will appear across Bell Media platforms in Canada, on Tubi globally and through Sphere Abacus, Bell Media’s international content distribution company.
Bell Media says it reaches 98% of Canadians every month, while Tubi reaches one in three Canadian adults, over half of whom are millennial or Gen Z.
The deal expands on an existing licensing and distribution agreement between Bell Media and Fox Entertainment, now Fox Corporation, which owns Tubi.
-With files from Andrew Tracy
Bell and Environics Analytics launch new measurement solution
Also this week, Bell Media and Environics Analytics (EA) launched a new Outcomes Measurement solution aimed at helping advertisers measure the return on ad spend (ROAS) of their linear TV campaigns.
The solution combines Bell’s first-party data on 22 million customer connection points with EA clean-room technology to provide insights on how many ad-exposed customers made a purchase or took an action.
It’s currently available for linear TV campaigns and there are plans to expand it to select pools of inventory on connected TV and connected TV live, though no timeline was provided.
The companies said Outcomes Measurement will give advertisers “a clear, comprehensive and privacy-first” way to connect ad exposure to real-world outcomes and help them make adjustments to optimize future campaigns.
This new capability complements Bell Attribution Insights (BAI), which enables advertisers to measure how TV drives website traffic via Strategic Audience Management (SAM).
