Media Club has launched a programmatic Connected TV (CTV) campaign via Google DV360 for the first time in its inventory.
Media Club, in partnership with Wavemaker, has launched a programmatic Connected TV (CTV) campaign via Google DV360 for the first time in its inventory. This was a campaign for dm drogerie markt for beauty products. Until now, the client's campaigns have been delivered exclusively through the DSP Adform platform. The media mix included media represented by the Media Club dealership as well as platforms such as YouTube, Rakuten TV and others.
"By activating the campaign on the DV360 platform, we have secured the ability to holistically manage and report the campaign together with another key CTV advertising space - YouTube. We reached over 163,000 viewers on TV screens with the campaign and bought 405,000 impressions in total with an average view frequency of 2.5," says Jan Kudej, Programmatic Specialist Senior GroupM, on the results.
The prima+ channel had the highest ratio of viewing and finishing videos with 98%. In second place was Rakuten TV with 92%, and in third place was YouTube with 70% completion. YouTube had the highest view count during the dm campaign (60%). This was followed by media represented by Media Club with 32% and the remaining 8% was spread between Rakuten TV, Óčko, TCL Channel+ and Xioami TV+.
"Media Club's offer of a programmatic CTV ad buy on Prima+ allowed us to effectively extend the reach of the campaign for the dm client to an audience that no longer regularly watches linear TV. Although this was the first purchase of Prima+ Connected TV advertising via the DV360 platform in the Czech Republic, the campaign implementation went smoothly," added Jan Kuděj.
Connected TV Media Club's inventory is being carried in selected media - in Prima+'s video library, HbbTV and the Smart TV application of Prima Group's TV channels on IPTV operators in deferred viewership. The technology is only launched in TV devices where there is a high catch-up rate and high viewability.
Source: mediaguru.cz
