Sell Side
Ad Ops Manage Service para Addressable TV
Addressable TV: The power to segment through data to impact more precise audiences
Data Driven Value
89%
Viewability
92%
Completion Rate
35 M
Households Qualified Impressions
75%
Of clients have hired more than once
Addressable TV, offers the same experience as on television with the advantages of digital advertising.
Project
Summary
Sell Side
Ad Ops Manage Service para Addressable TV
Technologies
Google Ad Manager
Google Data Studio
Duration y fases
16 months in 2 phases:
Phase 1 (4 months): Implementation and Integration of Google Ad Manager to Izzi inventory for the product launch
Fase 2 (12 meses): Ad Ops Managed Service
Methodologies
Product Discovery • Operating flows and processes • GAM inventory structure • Technical implementation and QA • Google AdX rules and protections settings • Roadmap for advanced segmentation • Campaign management and operation • Campaign analysis and optimization
The Challenge
izzi decided to evolve its commercial product to market trends and acquired Google Ad Manager to build an Addressable TV product. To achieve this, it needed an expert and certified team for their delivery process, in an agile and effective way.
Generate audience segments, based on the consumption and behavior of the universe of izzi users.
Solution
1. Commercial Proposal
Hexagon Data designed a integral solution of Ad ops for addressable TV, where implemented Google Ad Manager how ad server of support.
2. Value Segments
Value segments were integrated for advertisers within offer commercial offer of izzi.
3. Monetization Opportunities
Inventory marketing through direct and indirect sale (open auction).
Rules were set up to maintain a balance of prices and brand safety.
4. Adoption
Product understanding process for commercial offer. Knowledge transfer to all those involved in the handling, use and distribution of the Addressable TV product.
The current digital disruption demands a shift towards new technologies. Now television, through Addressable, offers users advertising with which they feel more identified, giving our clients better results and the benefit of obtaining quantitative information about the behavior of the impacted audience.
More than a year after launching Addressable TV, with the support of izzi go digital platforms, and the display inventory in Sky apps, we can offer a successful product in continuous improvement, with the objective of growing our customers from hand in hand with the largest pay and satellite tv companies: izzi +Sky
Michel Bauer
Director of advertising sales.
Highlights
Commercial proposal
To encourage the purchase of inventory, as well as to publicize the product, the development of ad hoc commercial proposals was key.
Google Ad Manager
Campaign optimization
Our team of experts operates and optimizes the campaigns sold by the commercial team.
Google Ad Manager
Reporting y Dashboarding
The operation was complemented with a report and results services for decision-making and compliance with Kpi’s.
Google Data Studio
Smart segmentation
- Campaign segmentation according to content consumption and user profiles.
- Segmentation directed towards the fulfillment of the advertiser’s objectives.
- Segmentation through STB, smartphone, tablet, and desktop devices.
Data Driven Value
• successful integration of premium programmatic to addressable tv
• Effective delivery and optimization operation for direct and programmatic campaigns.
• Effective support in the sales process through consultative support and inventory planning, resulting in an increase in advertising sales and customer satisfaction.
89%
Viewability
92%
Completion Rate
35 M
Households qualified impressions
75%
of clients have hired more than once.
Request a test
We offer you an integral solution
MEDIA
SSP + Managed Ad Ops Service
MANAGED
Services
10% over investment
PROGRAMMATIC
DSP
