For ČSOB, Adform in cooperation with Publicis Groupe and Tivio Studio created the first programmatic campaign in linear TV.
Adform has realized the first programmatic campaign in linear TV on the Czech market for ČSOB . It was created in cooperation with Publicis Groupe and Tivio Studio. The advertisement for ČSOB Active Client was targeted on the DVTV Extra channel.
The campaign is the first ever on the Czech market to use programmatic buying and selling of advertising space on linear television. Through DSP technology, advertising could be bought and optimised, while SSP provided distribution to TV operators, including Magenta TV and Stargaze. The campaign ran on set-top box platforms, satellite broadcasting, terrestrial broadcasting and on smart TV apps.
The 20-second-long ad was shown uninterrupted between shows on DVTV Extra. The campaign reached up to 270,000 households. Measurement of the campaign was provided entirely through the Adform platform. Viewing rates for the ad spot reached nearly 100%, with 70% of impressions going out between noon and midnight.
"We are really excited to have been the first in the market to execute the first programmatic campaign on linear TV together with our partners. This is the result of our focus on omnichannel advertising with an emphasis on CTV, where we see huge potential for the future," mentions Michael Štádler, country manager at Adform for the Czech Republic and Slovakia.
"Thanks to Adform SSP, setup and troubleshooting is very simple. We plan to expand our inventory among other IPTV providers, which will bring significantly higher ad distribution. Since September, we have expanded the distribution of DVTV Extra channel to Vodafone TV and we are also planning to expand our reach in terrestrial broadcasting, reaching potentially up to 3 million households," says Ladislav Navrátil, CEO of Tivio Studio. Tivio Studio is also preparing new advertising products, including sponsorship clips and dynamic injections.
Source: mediaguru.cz
