Glenfiddich Ad Tests DISH Media Sales' Rocket Fuel-Powered Programmatic Exchange
- by Felicia Greiff , December 14, 2015
Whiskey brand Glenfiddich launched one of the inaugural campaigns on DISH Media Sales’ programmatic marketplace for linear TV, using real-time bidding powered by Rocket Fuel’s DSP.
A 30-second spot from the single malt Scotch maker began airing Nov. 19, and has been served during prime time across DISH’s networks more than 200,000 times to the brand’s target: males with higher household incomes. The campaign is scheduled to run for the rest of the year.
DISH’s programmatic exchange, which launched in late October, began beta testing with three DSPs: DataXu, Rocket Fuel and TubeMogul.
Lindsay Fordham, director-product marketing, Rocket Fuel, said in comparison to program-based audience buying, the new solution has three benefits: targeting accuracy at a national scale; impression-by-impression control via real-time bidding; and cross-screen optimization with the ability to measure outcomes in-flight and adjust buying strategy across TV and digital to improve ROI.
Rocket Fuel is interested in partnering with others in the space to find more addressable inventory.
Glenfiddich’s media planning and buying agency for the campaign was Resolute Digital.
Rocket Fuel Programmatic TV is currently in beta, with ad inventory from DISH Media Sales available to select Rocket Fuel customers. The platform will be available to Rocket Fuel’s customers in 2016.
Could prove to be an efficient method for an aspirational brand restricted from doing large scale braodcast advertising to reach tyhe desired target audience.
So, in this example, it is assumed that all males living in upper income homes are the "targets" for this brand of whiskey. That sounds like old fashioned "demographic" targeting, not a real improvement using the supposedly more advanced "addressable" concept. Or is there more to the targeting aspect that wasn't covered?
Ed, depending on the "granularity" of data used to identify target audience, there could be a number of additional attributes that could be selected to further narrow the target audience. But in this specific case, perhaps Glenfiddich and their agency just identified a certain income (and maybe location - good old zip code) threshold to get a workably sized audience pool. It's a trial, remember. I have nothing to do with any stakeholder in this, just making an assumption based on general experience with the business.