DataXu and DWA Transform Traditional TV Buying
February 21 2017 - 10:00AM
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!”
About DataXuDataXu’s mission is to make
marketing better using data science. The world’s top brands and
agencies use DataXu to better understand and engage customers
across all devices and media formats. Its solution provides
marketers with unparalleled Media Activation, Marketing Analytics
and Data Management capabilities. With sixteen offices in eleven
countries, DataXu’s full-stack solution is powering the marketing
transformation of the world’s most valuable brands.
About DWADWA is a global media and marketing
agency for technology companies. With its feet in media and its
head in data and analytics, DWA has a fascination with the art and
science of engaging people. That's why you'll find us at the
intersection of media, technology and strategic marketing.
Operating from eight offices around the world covering North
America, EMEA, Asia Pacific and Greater China, DWA offers a range
of services such as programmatic media, marketing automation,
account-based marketing and content marketing consulting – all for
hundreds of the world's best technology companies. For more about
DWA, visit www.dwamedia.com.
About TiVoTiVo Corporation (NASDAQ:TIVO) is a
global leader in entertainment technology and audience insights.
From the interactive program guide to the DVR, TiVo delivers
innovative products and licensable technologies that revolutionize
how people find content across a changing media landscape. TiVo
enables the world’s leading media and entertainment providers to
deliver the ultimate entertainment experience. Explore the next
generation of entertainment at tivo.com, forward.tivo.com or follow
us on Twitter @tivo or @tivoforbusiness.
About WideOrbitWideOrbit is the leading
provider of advertising management technology for cable networks,
local television stations and radio stations. Our programmatic TV
marketplace connects brands, agencies and demand-side platforms
with inventory from stations and networks that reach more than 99
million US households. Top broadcasters and networks have used
WideOrbit solutions since 1999 to streamline operations extend
their business across distribution platforms. WideOrbit is
headquartered in San Francisco with offices across the United
States as well as in London, Paris and Gothenburg, Sweden.
Contact:
Katie Gabriello
857-445-4687
kgabriello@dataxu.com
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