Advanced advertising offers incredible new opportunities to ad sales organizations. New platforms, tools and methodologies are constantly evolving, and IBB offers thought leadership across the industry. Contact us to find out more about how we can help your business grasp the possibilities.
IBB helped a large ad sales organization increase the value of their cross-platform inventory
The client was looking for ways to increase the sales and value of its cross-platform inventory, and to communicate the enhanced benefits to agencies and advertisers. IBB quickly assessed several opportunities and assembled a data science-enabled team to explore new capabilities proposed by IBB and client stakeholders.
IBB developed the hypothesis on various value-driving data analytics and assembled a cross-platform data set to generate insights from online, mobile and traditional video audience viewing data to test the hypothesis. IBB recommended an audience-based contextual segmentation approach for audience sales. When combined with the “traditional currency,” this approach enabled sales of unutilized or low-value inventory in a high CPM, audience-specific manner. The result was an estimated up to 9-fold increase for some ad avails.
The client presented the new cross-platform advanced advertising products and received a positive response from leading agencies. IBB was invited to help the client execute agency proofs of concepts. IBB can help you grow your advanced advertising capabilities; contact us below to talk about your objectives and questions.