The Athlete’s Foot (TAF) wanted to raise awareness and increase sales for the launch of the new ASICS Nimbus model.
The target audience was identified as ‘fit-for-lifers’ – those who genuinely engage in active pursuits, as opposed to those who wear active wear to brunch. As a proven channel for driving brand awareness, TAF wanted to connect with this audience via television.
Its media agency, Initiative, expressed concerns that the high cost of TV placements would restrict their ability to reach the audience at scale within available investment. Initiative wanted to give ‘PB’ a new meaning for The Athlete’s Foot, by applying the specificity of programmatic buying in the TV environment.
Through its specialised programmatic team Cadreon, Initiative leveraged TubeMogul’s programmatic TV (PTV) solution. It provided new strategic data sets to identify the ‘fit-for-lifers’ audience segment within the male 25-54 demo and executed a TV buy against this audience. Spot placements were monitored daily and optimised to drive delivery against TAF’s strategic target. The campaign was measured against standard metrics, along with a research study to evaluate the effectiveness of programmatic TV vs. metro TV. It delivered on all fronts.
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