Bell Media Mix Introduces 5-sec. Ads For Five Media Including DOOH
Gail Chiasson, North American Editor
Canadian company Bell Media Mix has introduced a new product called 5on5, which offers five-second ad spots across five of its platforms: CTV, specialty channels, radio, digital out-of-home and digital video big boxes.
Maxus Canada will be the first agency to use the tool, using 5on5 to promote the Universal Pictures movie ‘Fifty Shades of Grey’. Bell will tease viewers for seven days prior to the movie’s Valentine’s Day 2015 opening, through what it describes as ‘quick bursts of seductive, romantic and dramatic’ visuals.
The images are meant to provide fans of the popular book series with glimpses of the images they envisioned while reading the books, says Bell Media Mix management.
“The ability to channel buzz and excitement for the film with these quick bursts of intrigue fits perfectly with our promotional strategy,” said Tamara Shannon, vice-president of media for Universal Pictures.
The 5on5 product is designed to capitalize on the media multiplier effect, driving incremental reach since multiple media messages deliver more reach where light users of any one medium could miss the message.
Bell Media Mix management says that 5on5 also allows ad clients to capitalize on short-term advertising stimulus, where multiple messages support impulse sales within short purchase windows.
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