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VICE Uses OpenX Programmatic Guaranteed Deals to Unlock Premium Video Spend
技术
- 功能应用 - 企业资源规划系统 (ERP)
适用功能
- 销售与市场营销
用例
- 需求计划与预测
服务
- 数据科学服务
挑战
VICE 是一家全球青年媒体公司和内容创作工作室,该公司正在寻找方法,让广告商在程序化广告中与消费者建立各种接触点,同时保持控制力和品牌安全。在公开竞价中,某些控制力受到限制,因此,由于品牌安全问题,许多具有中等敏感度的广告类别被屏蔽。制药业就是其中之一,然而,VICE 有机会与一家顶级制药公司合作开展优质视频广告活动,他们认为这与其品牌相符。
关于客户
VICE 是全球领先的青年媒体公司和内容创作工作室。该公司的业务遍及 30 多个国家/地区,通过数字、线性、移动、电影和社交平台向观众分发其节目。由于 VICE 的受众主要是数字优先的受众,因此,在保持控制和品牌安全的同时,为广告商提供各种程序化接触点至关重要。该公司正在寻找一种解决方案,使其能够与顶级制药公司合作开展优质视频广告活动,同时确保品牌安全和控制。
解决方案
为了克服这一挑战,VICE 与 OpenX 合作开展了一项程序化保证交易,使 VICE 能够通过 Deal ID 向广告客户的目标受众进行销售,并保证数量。这项交易使 VICE 获得了程序化交易所需的控制权和能力,同时还满足了买方的定位和 KPI 要求。广告客户能够在一年中最激烈的季节之一锁定优质视频库存的优先访问权。该活动于 9 月开始,在发布后的几天内,该机构从广告客户那里获得了增量资金,希望获得更有价值的视频库存。
运营影响
数量效益
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