In December, programmatic platform provider Rocket Fuel followed up its DISH Media Sales partnership by making its first RTB buy with Resolute Media and Glenfiddich, integrating linear TV into the digital ad ecosystem — foreshadowing moves towards making linear TV a major addressable platform in 2016, the hot topic at Rocket Fuel’s Tuesday CES panel.
“Programmatic TV is here,” said Randy Wootton, Rocket Fuel’s CEO, told CES attendees. “After a certain number of impressions, [it gets easier] to take what works and optimize it along the way. We’re there.”
While Rocket Fuel and Resolute Media asserted that they were still reviewing numbers from the Glenfiddich single-malt whiskey campaign, both parties declared the effort a success — and a harbinger of the importance of programmatic TV buys in the near future.
“This is about being able to take first party data and marry it to the rich, powerful subscriber data that [say] DISH has,” Wooton said. “It creates a holistic view of the consumer, and then [brands] can bring targeted content to specific viewers — and households — wherever they’re watching, however they’re watching.”
21st Century “TV”
The 30-second spot was purchased via Rocket Fuel, one of the first of three platforms to integrate with DISH, and marked one of the first of its kind sold on the DISH platform — a supply-side platform designed to integrate with the existing digital marketing ecosystem as an impression-by-impression linear TV marketplace.
Rocket Fuel execs estimate that there are more than six billion opportunities per day to reach target customers in digital video — and with the new DISH TV integration, advertisers can also reach over eight million ore addressable households nationally.
Over the past year, marketers have gradually become more aware of the fragmentation in TV viewership. Not only are the programs multitudinous and diverse — gone are the days of I Love Lucy or other major programs capturing 80 percent of the entire TV audience — but on-demand options and online viewing mean that not only are viewers skipping through commercials; they’re “cutting the cord” with cable over the issue of ads that aren’t relevant to their lives. Reaching viewers across their many devices — and providing better, targeted ad experiences — is key to marketer success in the 21st century world of television.
“[It’s a huge power] to be able to deliver a specific message to a specific household by using data” through a medium that has commanded consumer’s entertainment attention for so long, Wooton said.