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

izzi is one of the most important telecommunications companies in Mexico. It provides mobile telephony, internet and cable television services to both, people and companies. With a network of more than 30,000 kilometers of fiber optics and 77,000 kilometers of coaxial cable, it has coverage in Mexico City, the metropolitan area and more than 61 cities in the country.
izzi tv offers content On Demand, streaming platforms, movie rentals and linear television with more than 200 channels, 60 of them in HD. Subscribers can enjoy all the entertainment from their television, as well as from the web or app on their mobile devices, thanks to izzi go.
New technologies have allowed izzi, together with Hexagon Data, to implement Addressable TV, which has changed the way of advertising by impacting different audience segments on television, extending to web and OTT platforms, achieving greater reach and providing more campaign value.
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 Sell Side

Ad Ops Manage Service para Addressable TV

Technologies

tech_Google Ad Manager@3x

Google Ad Manager

tech_Google Data Studio@3x

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

MichelBauer

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.

tech_Google Ad Manager@3x

Google Ad Manager

optimization

Campaign optimization

Our team of experts operates and optimizes the campaigns sold by the commercial team.

tech_Google Ad Manager@3x

Google Ad Manager

Reporting y Dashboarding

The operation was complemented with a report and results services for decision-making and compliance with Kpi’s.

tech_Google Data Studio@3x

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.
Segmentation success story izzi

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

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MEDIA

SSP + Managed Ad Ops Service

MANAGED

Services
10% over investment

PROGRAMMATIC

DSP

Generate a significant impact for your customers.

Know and understand your audience