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Digitizing every screen: How Bell Media and Bayer Canada connect campaigns across channels

The Trade Desk is helping advertisers who are eager to connect the dots between channels like CTV, DOOH, audio, and linear TV plan smarter, buy faster, and drive better outcomes. A connected, omnichannel strategy makes this possible.

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Pharmaceutical company Bayer Canada and Canada’s leading media and entertainment company, Bell Media, are bringing omnichannel to life across the open internet. At a recent industry event, Tracy Ball, director of media and digital platforms at Bayer Canada, and Sabrina Segal, the director of large customer solutions and agency partnerships at Bell Media, sat down with The Trade Desk to discuss what makes omnichannel advertising work.

Ball emphasized the value of fluid, integrated campaigns, while Segal detailed Bell Media’s push to make every channel — from linear TV to digital out-of-home (DOOH) — accessible through digital pipes. Bayer, which works with Bell Media through one-to-one deals, offered a clear view into how advertiser-publisher collaboration can unlock omnichannel success. “The more we integrate our campaigns, the more fluid they become and the more they resonate with a customer or consumer,” Ball said. 

  • “The more we integrate our campaigns, the more fluid they become and the more they resonate with a customer or consumer.”

    — Tracy Ball, Director of Media and Digital Platforms, Bayer Canada

Turning screens into signals 

Many advertising campaigns are multichannel. Adding an important layer of connection to create cohesive, audience-first campaigns makes them omnichannel. 

Bell Media is implementing omnichannel campaigns by making traditionally analog formats — like broadcast TV, radio, and static out-of-home — available via programmatic pipes. As Segal explained, when all inventory is accessible through a single pipe, advertisers gain: 

  • Better targeting across devices, formats, and contexts 

  • Faster activation from centralized buying workflows 

  • Greater impact through sequential storytelling and coordinated reach 

This is omnichannel advertising in practice: removing the silos and turning every screen into a signal. 

On The Trade Desk platform, advertisers can implement this strategy with OpenPath, which provides direct access to premium publisher inventory, and Blue Lists, which allows buyers to package curated supply across multiple formats — including connected TV (CTV), audio, DOOH, and more — for efficient and scalable activation. 

Why connected campaigns work better 

Omnichannel is both operationally more effective for media buyers and cognitively more beneficial for consumers, driving superior marketing performance. Our research shows that omnichannel campaigns: 

  • Generate 1.9x stronger emotional connection 

  • Drive 1.4x higher engagement 

  • Require 2.2x less cognitive load than disconnected campaigns1 

Audiences don’t want to see the same ad repeatedly on one screen. They want messaging that flows with their day, meeting them in the right context, from an audio ad during a commute to an evening CTV spot. 

Data from The Trade Desk Intelligence backs this up. Internal analysis shows that conversion rates increase as the number of coordinated channels grows, with four-channel campaigns yielding up to 3.5x stronger results than single-channel efforts.2 

How data makes it possible 

A key ingredient in every omnichannel campaign is data. 

Consider how Bell Media pairs its programmatic inventory with multisource data to give advertisers the insights needed to plan precisely and measure meaningfully. This helps brands decide when to reinforce a message, when to hold back, and how to tailor creative to the channel. 

Integrated measurement and activation systems give brands more control and more responsibility to deliver relevance at scale. 

With solutions like Unified ID 2.0 (UID2) and cross-device frequency management, we help brands bring identity, measurement, and reach together, enabling them to tell better stories without wasted impressions. 

Multichannel is about being everywhere. Omnichannel is about being everywhere with intention — and with a cohesive message. Our platform gives marketers the foundation they need to activate connected omnichannel campaigns with confidence. Contact your representative at The Trade Desk today to unlock omnichannel-driven outcomes for your next campaign. 

Sources: 
1. The Resource Desk, “Research finds omnichannel campaigns outperform multichannel on every metric measured.” 
2. The Trade Desk, Path-to-conversion analysis, March 2025.