Adalyser’s new programmatic TV solution is set to transform how media agencies and TV advertisers measure and optimise campaigns. Partnering with Sky Media, Carat, Go Compare, Optimad and MediaOcean, a recent trial showed how Adalyser’s latest innovation can autonomously, and in real-time, optimise TV campaigns.
Adalyser’s solution identified the best performing TV creative by measuring visits to Gocompare.com. Using this intelligence to amend the TV schedule in real-time, the tech automatically removed the weakest performing creative in the campaign, and replaced its ad slots with the strongest performing creative.
During the trial, advertising spend was transferred between creatives achieving an efficiency gain of 18.4%. The trial also showed that programmatic TV is deliverable by leveraging existing solutions and automating current workflows, without investing in additional hardware or software.
The award-winning Adalyser platform is used by 10 of the top 13 global media agencies to analyse, optimise and report advertising performance for TV. Following the success of the trial, Adalyser plans to rollout its programmatic TV solution in summer 2017.
"TV is being challenged by Facebook and Google. With the roll out of Adalysers programmatic TV product, agencies and advertisers will be able to be able to create self-optimising TV campaigns that del"
Adalyser Sales Director, David Cloudsdale, said: “TV is being challenged by Facebook and Google. With the roll out of Adalyser’s programmatic TV product, agencies and advertisers will be able to be able to create self-optimising TV campaigns that deliver the benefits associated with online digital advertising without the pitfalls.”
Gocompare.com Head of Brand and Broadcast, Nicholas Hall, said: "We are an innovative tech company and through this collaboration with other like-minded tech businesses have gained real insight which in turn has translated into real business gain, blending traditional linear advertising with programmatic marketing techniques.”
Carat Associate Analytics Director, Tu-Anh Trinh, said: “Carat’s partnership with Adalyser has given us the opportunity to be the first to test new developments for our clients. The capability to autonomously execute creative copies is imperative and has the potential to take programmatic TV to the next level.”
To find out more about Adalyser and the case study, go to www.adalyser.com/programmatic
DISCLAIMER: The statements, opinions, views and advice expressed in this article are those of the author/organisation and not of ENTIRELY. This article should represent information correct at the time of publication however whilst every care has been taken to present up-to-date and accurate information, we cannot guarantee that inaccuracies will not occur. ENTIRELY will not be held responsible for any claim, loss, damage or inconvenience caused as a result of any information within this article or any information accessed through this site. The content of any organisations websites which you link to from ENTIRELY are entirely out of the control of ENTIRELY, and you proceed at your own risk. These links are provided purely for your convenience and do not imply any endorsement of or association with any products, services, content, information or materials offered by or accessible to you at the organisations site.