Dive Brief:
- Dannon, the yogurt brand, is planning on making 15% to 30% of its video advertising programmatic in 2016.
- The brand signed a deal with video vendor TubeMogul to improve targeting and to automate some of its video buying.
- It also became one of the first brands to run a campaign using Facebook’s LiveRail platform with pre-roll videos that vendor TubeMogul says reached 90% of Dannon’s target audience.
Dive Insight:
Programmatic is a hot digital ad topic, a point illustrated by Dannon’s announcement that it intends to buy 15% to 30% of its video ads programmatically next year. Part of this move came in a deal with video vendor TubeMogul in an effort to improve targeting and automating some of its video ad buys.
An early campaign from that partnership used Facebook’s LiveRail platform to serve pre-roll videos retargeting people who had shown an interest in Dannon on the social media platform. TubeMogul CEO Brett Wilson told Adweek, "The early results were really promising where we saw nearly 90 percent of the ad impressions were on target with the audience. That's much higher than we would normally expect."
That campaign was run on the Activia brand, and Dannon said it plans on testing data-driven ad buys for all of its brands during 2016.