And the Oscar for programmatic buying goes to ad agency DigitasLBi, which for the first time used software to purchase ads in the Academy Awards broadcast.
Acting on behalf of a client that asked not to be identified publicly, DigitasLBi bought local TV spots in nine markets through the programmatic partnership between media software companies TubeMogul and WideOrbit.
The Oscar buy follows a Super Bowl ad bought programmatically by Mondelez for its Oreos and Ritz brands in the Erie, Pa., market, and illustrates that programmatic buying is steadily spreading from the digital realm to the TV universe.
Programmatic buying automates the sales process and uses big data to identify advertising inventory that closely matches a marketer’s target audience.
“We wanted to really get in the marketplace with programmatic television,” says Scott Marsden, senior VP media at DigitasLBi. “Obviously we know that there is going to be more and more availability of inventory there and we want to develop the expertise as quickly and possible.”
Read more at B&C.
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Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.