| Title | AOD TV |
| Product/Service | AOD TV |
| Category |
A01. Innovative Technology |
|
Entrant
|
PERFORMICS Vienna, AUSTRIA
|
|
Idea Creation
|
PERFORMICS Vienna, AUSTRIA
|
|
PR
|
PERFORMICS Vienna, AUSTRIA
|
|
Production
|
PERFORMICS Vienna, AUSTRIA
|
Credits
| Moritz Huemer |
Performics | Publicis Media |
Digital Director |
The Campaign
We started from a linear TV campaign with its typical, uneven distribution of contacts and through AOD TV ended up with an even mix of viewers of all age groups.
In the selected sub-target audiences for the first project, up to 25% of contacts were bought programmatically, in order to achieve the desired advertising pressure.
The goal was achieved – the advertising pressure was strong and evenly distributed in all sub- target audiences. In any part of the world, light TV viewers are as important as heavy TV viewers. And now they can be reached with AOD TV.
Creative Execution
The tool has been launched and is being successfully used in multiple campaigns.
Long-term we expect this innovation to be rolled out in other Publicis Media markets.
And AOD TV works like this: on a daily basis, the TV people meter provides us with yesterday’s audience reach results, which are split into sub-target audiences. Via an interface we buy programmatically the number of online video contacts we need, to reach an even sub-target distribution. At the end of the day, the overall TV and online video performance is reported jointly in a TV-delivery report. Our first campaign showed how well TV works with programmatic online video buying. We started from a linear TV campaign with its typical, uneven distribution of contacts and through AOD TV ended up