TV Buying is Getting Exciting Again
- by Saida Ayupova
DataXu and DWA announced on February 21st the results of a global telecommunications provider’s inaugural programmatic TV campaign that used data science and advanced targeting to connect the dots between their digital and TV audiences. According to the press release and in collaboration with partners TiVo and WideOrbit, DataXu and DWA achieved an 11X greater increase in digital customer engagement versus the traditionally planned linear TV campaigns.
Catherine Reilley, Media Director at DWA, commented on the success of the campaign: “This was a unique opportunity to narrow the gap between TV and digital advertising. When our client came to us to reach unique audiences on TV, we knew we could prove that a data-targeted campaign can drive consumer activity within a specific audience, and with the help of DataXu, TiVo and WideOrbit, we’ve shown that to be true,” continued Sarah Wilson, Associate Media Director, DWA.
DWA's goal was to apply a more targeted approach to its television advertising, focusing on small and medium sized business (SMB) owners with a new offering. DataXu launched and tracked this linear TV campaign exclusively through WideOrbit’s programmatic platform in specific DMAs, buying only the precise programs, networks, and dayparts identified by the audience data then optimizing weekly.
To determine the increased engagement driven by the campaign, DataXu measured online activity to relevant pages on the telco’s site during various periods within the campaign. Results showed that the audience-targeted TV campaign produced an 11X greater increase in digital customer engagement vs. the traditionally planned TV campaigns. DataXu also found that there was a 2.4X increase in the desired SMB-specific engagement from audience targeted TV DMAs, while traditionally planned markets reported a decrease in SMB engagement.
Tore Tellefsen, VP of TV Solutions at DataXu, commented: “The results here speak for themselves: savvy marketers who use digital data as a strategic advantage in their TV buying activities are gaining a competitive edge in the media market. The technology and know-how now exists that allows marketers to understand their customers across all devices, activate their 1st and 3rd party audiences on mobile, desktop and TV, and measure the impact of their campaigns regardless of how their customer chooses to engage. TV buying is getting exciting again!”