Programmatic TV deals can outperform certain digital video buys -- somewhat surprisingly for one digital media agency.
In doing a programmatic TV deal for clothes-maker Gildan USA, Steve Parker Jr., ceo/co-founder of Charleston, SC.-based Levelwing, speaking at MediaPost's TV Insider Summit, said: “It was interesting that [programmatic TV] outperformed online and mobile pre-roll.”
In phase one, Gildan, whose competition is the likes of Fruit of the Loom and Hanes, targeted males 18-34, with income of $50,000 to $100,000. Parker said programmatic TV drove 20% in reduction in cost per thousand [CPM] prices versus traditional TV deals. “We ...
As the digital media market matures, some marketers have gone back to traditional media as part of their media mix.
Jack Jackson, associate integrated media director of Zimmerman Advertising, speaking at the MediaPost TV Insider Summit said that in general, automotive marketers a few years ago had 10% of budgets in digital, then rising to 50%. Now he says it’s headed back to traditional TV.
“It is shifting back, wanting to go back to broadcast -- wanting to go back to localized cable, or radio, if they have to,” he says.
In addition, Jackson ...
Focusing on over-the-top digital TV platforms, there is a lot of future expectation and promise, as well as some old line TV sales thinking as well.
Oleg Korenfeld, executive vp of ad tech and platforms for MediaVest, speaking at MediaPost's TV Insider Summit, says many sellers who come from a traditional TV background are packaging new OTT product like traditional linear TV, and focusing on CPMs, for example.
“As buyers we should be asking for more... talk to them like you are talking about [buying] a digital platform,” says Korenfeld.
In discussion with OTT set-top box ...
Adding programmatic and addressable TV efforts for new motorized outdoor power equipment helped boost Troy-Bilt -- and even got them on ESPN.
Elizabeth Ballash, media director at Marcus Thomas LLC, speaking at MediaPost TV Insider Summit, says Troy-Bilt was looking to launch a new line, Flex, where one engine comes with multiple attachments, including snowblower, leaf blower, and lawn mowing.
The target audience was consumers 25-54, mostly male. Using GfK MRI data, Ballash segmented its audience into a number of categories, from the resistors to lawn maintenance, “loathers” -- all ...