Rocket Fuel (NASDAQ: FUEL), a leading Programmatic Marketing Platform provider, today announced that Glenfiddich, the world’s most awarded single malt Scotch whisky, completed its first programmatic purchase of targeted, linear TV advertising with a six-week campaign that began November 19, 2015. Through its advertising agency partner Resolute Digital, Glenfiddich bought the ad in the recently announced DISH Media Sales impression-by-impression programmatic marketplace for linear TV using real-time bidding (RTB) technology, which is powered by Rocket Fuel’s Demand Side Platform (DSP).
The 30-second advertisement was first delivered to households on November 19, 2015 and is scheduled to continue until December 31, 2015. The ad highlights the journey of Sandy, Glenfiddich founder’s great-grandson, who brought Glenfiddich’s single-malt whisky to the United States in 1963, changing the world of whisky forever. As of this announcement, the ad has been served over 200,000 times to individual households during linear primetime across various cable networks on DISH. DISH Media Sales’ programmatic TV platform enables Glenfiddich to bid for individual households in real time across the pay-TV provider’s nationwide addressable footprint. Through Moment Scoring™ powered by Rocket Fuel, Glenfiddich is able to dynamically incorporate campaign feedback to optimize its outcome, resulting in greater on-target reach for their target audience than ever before.
“Glenfiddich’s storied history is marked by firsts, including creating the single malt Scotch whisky category, so it is fitting that we are one of the first brands to buy a programmatic TV ad,” said Michael Giardina, Senior Brand Manager at Glenfiddich. “We’re thrilled to reach the highly-sought-after TV viewer with a more intelligent and effective ad spend. Glenfiddich is now able to purchase ads based on audience attributes, not just ratings, and we look forward to the impact this new method will have on our ability to capture the attention of a larger, yet more targeted, customer base.”
Rocket Fuel Programmatic TV extends its people-based marketing approach and Moment Scoring technology to the much-coveted TV screen. With the company’s first-of-its-kind solution, marketers now have a holistic view across a multitude of devices and screens — not in the silos created by other point-solution offerings. Rocket Fuel’s Moment Scoring uses sophisticated artificial intelligence and its massive big data architecture to identify influential moments, regardless of channel and device. This means marketers can distribute spend accordingly to the highest performing opportunities.
“As we refine DISH’s programmatic TV marketplace, Rocket Fuel’s partnership with Glenfiddich allows us to explore the dynamic controls needed to automate the complexity of restricted advertising industries like alcohol and spirits,” said Adam Gaynor, vice president of DISH Media Sales. “Rocket Fuel’s collaboration with DISH offers advertisers a holistic view across all screens, now including the TV, with the targeting effectiveness and scale of DISH’s addressable advertising technology.”
“As an independent agency we are nimble and agile, providing our clients with cutting-edge technology that puts them at the forefront of programmatic advertising,” said Jarod Caporino, President at Resolute Digital. “We have been working with Rocket Fuel for more than three years and have seen real results over and over. When they opened beta testing for programmatic TV we jumped at the opportunity. Rocket Fuel is now our programmatic TV ad provider of choice and we’re looking forward to expanding Glenfiddich’s brand into television, as well as introducing many more of our customers to programmatic TV.”
Rocket Fuel Programmatic TV is currently in beta with ad inventory from DISH Media Sales available to select Rocket Fuel customers. The platform is expected to launch broadly to Rocket Fuel’s full complement of customers in early 2016.
“The ‘living room’ has long been the most coveted place for reaching consumers, and today marks a major flashpoint in marketers’ ability to reach them on the all-important TV screen,” said Randy Wootton, CEO of Rocket Fuel. “Resolute and Glenfiddich are embracing the next era of programmatic advertising and we look forward to helping more brands extend their reach and score every moment of influence across multiple devices, now including the TV.”
About Rocket Fuel
A leading Programmatic Marketing Platform provider, Rocket Fuel (NASDAQ: FUEL) offers brands, agencies, and platform partners managed services, as well as a SaaS-based Data Management Platform (DMP) and Demand Side Platform (DSP), to optimize performance, awareness, and lift across marketing objectives, channels and devices. By applying artificial intelligence at big data scale, Rocket Fuel’s Moment Scoring™ technology performs a real-time calculation of each ad opportunity based on a marketer’s goal to determine the likelihood a consumer will engage in a desired action. Moment Scoring goes beyond 1:1 marketing by learning to predict what marketing actions to take with a campaign at a precise moment in time, which results in a much more efficient use of marketing dollars. Rocket Fuel serves 96 of the Ad Age 100, three of the top five agency holding company trading desks, and partners with some of the world’s leading CRM platforms, marketing platforms and systems integrators. Headquartered in Redwood City, California, Rocket Fuel has more than 20 offices worldwide.