February 21, 2017

Programmatic TV Success: How One Agency Grew Digital Engagement by 11x

We are always on the lookout for stories about advertisers having success with programmatic TV. Today our demand partner DataXu released details of strong results it achieved working in partnership with DWA Media, driving eleven times greater digital customer engagement compared to a similar traditionally-planned TV campaign.

DataXu WideOrbit-Programmatic TV Case StudyRead the full press release here

DWA’s client – a national telco that you have definitely heard of – wanted to reach small and medium sized business owners (SMBs) with a new product offering. The agency worked with TiVo Research data and WO Programmatic TV to pinpoint and purchase local broadcast TV spots most likely to reach their audience.

DataXu measured activity on relevant pages of the telco’s site throughout the campaign. Its analysis showed:

  • a 2.4x increase in target audience engagement in DMAs where programmatic data-driven targeting was used
  • a decrease in this same kind of engagement in the DMAs where traditional planning was used
  • an overall 11x increase in engagement activity from TV advertising planned and purchased programmatically over traditional methods

DWA was also impressed by the efficiency of using battle-tested data from DMPs to buy TV with programmatic. Previously, deploying campaigns across selected media markets could mean having to make several spot buys across DMAs and providers. Instead, DWA and DataXu employed a centralized programmatic platform to integrate data, select the right inventory and purchase spots.

“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,” said Sarah Wilson, Associate Media Director, DWA.

Marketers and agencies are increasingly taking advantage the data-driven targeting benefits and simple workflows of programmatic TV.  We expect to collaborate with demand partners on many more campaigns like this one that will continue to grow programmatic demand for our station partners’ inventory.


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