$3.38 Billion Bell-Astral Deal Includes Astral Advertising For Cross-Media Sync Mix

Posted by Dan Verhaeghe

The Bell-Astral $3.38 billion dollar proposed merger dominated headlines last week and I was even asked to appear on CBC Radio. However, it's an extremely complicated deal- so complicated that the producers at CBC decided to speak with lawyers instead on whether or not the deal should be approved by the CRTC!

Regardless, the proposed merger also includes Astral Advertising which brings into question whether Bell Media would now be able to compete with part of Google's strategy in mobile advertising known as synchronized cross-media advertising.

Google's Jessie Haines explained to me in an interview in late January that Google wants the tablet, television, smartphone and personal computer all to synchronize. You're most likely to use multiple forms of media in the evening. You'll be watching television and using your smartphone at the same time. Google wants you to see the same synchronized ad at the same time. You can read more here.

Further, if the merger is successful, Bell will have gained Astral Advertising and uniquely positioned themselves. Bell will have increased their television advertising reach with the 24 specialty channels they would acquire, will increase their radio presence with the stations they acquire but don't have to sell, will gain out-of-home billboards which are going from traditional to digital to advertise their many products and services much like Rogers does, and they will also gain 3 million consumers via Internet and mobile phones that they can advertise to. 

From the two examples I've illustrated above you can see two different approaches to potential cross-media synchronization of advertising. 

That's the way media companies are moving towards advertising revenue. Astral says "media is the new creative" and that they offer an "Astral Mix" that provides powerful solutions that brings synergy to advertising across various platforms.

If Bell is successful they will have become a bigger player in the ad world to complement their CTV Globemedia properties which should also raise the debate about a possible monopoly in the traditional advertising world alongside a monopoly of premium content as we explained earlier on Techvibes

Perhaps in large merger acquisitions like this one that potentially create monopolies in industries that the process could be dealt with in a way that would be beneficial to all players just how the wireless spectrum debate was resolved.

Company:
Google
Website:
http://www.google.com
Location:
Waterloo, Ontario, Canada

Google's mission is to organize the world's information and make it universally accessible and useful. As a first step to fulfilling that mission, Google's founders Larry Page and Sergey Brin developed a new approach to online search that took root in a Stanford University dorm room and quickly spread to information seekers around the globe. Google is now widely recognized as the world's largest search engine --... more

Company:
Bell Media Inc.
Website:
http://www.bellmedia.ca
Location:
Toronto, Ontario, Canada

Bell Media is Canada’s premier multimedia company with leading assets in television, radio and digital. With passion and an unrelenting commitment to excellence, Bell Media entertains, informs and inspires Canadians. Bell Media owns 28 conventional stations, including CTV, Canada’s #1 television network and lead broadcaster of the London 2012 Olympic Games, and owns and operates 29 specialty channels, including... more


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Dan Verhaeghe

Dan Verhaeghe

Dan Verhaeghe focuses on marketing, mobile, major technology players, entertainment, and new media. Dan has a dozen years of online experience that dates back to the turn of the millennium where he dominated a now non-existent online RPG game for a couple of years at the age of 15. He would eventually become a Toronto Blue Jays blogger who earned his way into Toronto's CP24 studios six years... more



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