Having never bought our display advertising programmatically before we were keen to see what efficiencies buying this way could deliver for a data-rich campaign like our Game of Thrones new series launch, and it didn't disappoint.
We worked with Infectious Media to run the launch campaign across display, video and social channels and across devices to deliver engagement at scale.
It combined the most relevant contextual data sources, such as websites reviewing Game of Thrones, Game of Thrones fan sites, the TV Guide and Radio Times, and third-party data sources such as Experian, to recognise the Now TV target audience. Infectious Media shared data across the three channels and the insights were used to update keywords and audiences that were being targeted.
A key focus for the campaign was video. Technology allowed us to run a programmatic video campaign that used a detailed set of keywords to target relevant YouTube videos that were trending in real time on Facebook and Twitter. Trending videos were established by measuring the number of comments, likes and shares they received. We saw our video completion rates soar as a result.
We also used Experian demographic data to understand existing Now TV users’ behaviour, which helped us understand what websites, time of day, day of week and devices they were active on.
Audience ‘lookalike’ models were created using this data and were used to reach relevant new audiences. Our video and display activity was also integrated via sequential messaging in order to understand what the best performing creative combinations were.
We set ambitious benchmarks based on previous direct media buying activity and we quickly saw performance improve throughout the campaign, going on to out-perform nearly all previous activity. Overall, we found the results and detailed insights delivered from our programmatic activity invaluable.
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