DataXu, a leading provider of programmatic marketing solutions, and DWA today announced 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. Collaborating with partners TiVo and WideOrbit, DataXu and DWA achieved an 11X greater increase in digital customer engagement versus the traditionally planned linear TV campaigns.
“DWA’s customer is an experienced TV marketer and has tried various data-driven TV buying strategies in the past. As a result, they had very specific metrics that they were trying to achieve during the campaign,” said Brian Jones, Head of Global Performance Advertising & Biddable Media, DWA. “The combination of best-in-class data, analytics and activation technologies, together with the deep partner expertise spanning the TV and digital worlds, enabled us to achieve an incredible lift in the target audience.”
Launching a campaign to target small and medium sized business (SMB) owners with a new offering, the telco sought to apply a more targeted approach to its television advertising. DataXu and DWA spearheaded the effort to show how digital advertising data can dramatically improve linear TV targeting, and enable advertisers to reach specific target audiences more effectively. TiVo Research partnered with the two companies to identify the networks and programs that SMB owners are most likely to watch. 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.
“We’re at a point where advertisers can reach precisely the audiences they want to influence across the TV spectrum,” said Joan FitzGerald, Vice President of Product Management and Business Development, TiVo. “By combining TiVo audience data with programmatic technology, brands have a new, extremely powerful tool in their arsenal to deliver their message.”
“DataXu and DWA’s success is a great example of how DSPs can employ digital audience segments to buy directly and granularly from TV broadcasters and across channels with a programmatic TV platform,” said Ian Ferreira, EVP of Programmatic at WideOrbit. “We anticipate this is just the start for innovative marketers who are utilizing new data sets and programmatic technologies to drive campaign results.”
In the past, such a campaign would typically require several spot buys across markets and providers, but the efficiency of programmatic TV allowed for simple management from a centralized platform.
“This was a unique opportunity to narrow the gap between TV and digital advertising,” said Catherine Reilley, Media Director, DWA. “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.
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. By analyzing consumer attributes within digital customer engagement, DataXu 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. DataXu can thus determine that the audience targeted TV campaign not only drove overall engagement by 11X, but engagement relevant to the brand’s objectives.
“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,” said Tore Tellefsen, VP of TV Solutions at DataXu. “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!”