Rocket Fuel, Glenfiddich, & Resolute Digital Partner To Make RTB Programmatic TV Buys Through DISH Media Sales Programmatic M...
December 14 2015 - 10:47AM
Business Wire
Power of Rocket Fuel’s Moment Scoring™
Technology and DISH’s Supply-Side Platform Give Glenfiddich and
Resolute Digital Multi-Channel Access to Eight Million Addressable
Households
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.
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Rocket FuelKristin Holloway, 650-481-6178pr@rocketfuel.com
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