Innovation details

Presented

San Francisco, 2010

Created for

Insights and actions

Developed and proved out an automated system for choosing the optimal set of TV programs in a massive corporate national time buy, to match the demographic, psychographic and behavioral activity profiles of each individual brand's target audience. The new system produced a 25% improvement in selecting the appropriate targets, while matching all client goals for overall audience cost efficiency and reach delivery for every one of more than 20 brands.

The new system was adopted for use on behalf of all clients with large corporate TV time buys and multiple brands.

Key clients involved

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