Company Size
1,000+
Country
- United States
Product
- OpenX Programmatic Guaranteed Deals
Tech Stack
- Programmatic Advertising
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Brand Awareness
- Revenue Growth
Technology Category
- Functional Applications - Enterprise Resource Planning Systems (ERP)
Applicable Functions
- Sales & Marketing
Use Cases
- Demand Planning & Forecasting
Services
- Data Science Services
About The Customer
VICE is the world’s preeminent youth media company and content creation studio. It operates in over 30 countries, distributing its programming to viewers across digital, linear, mobile, film, and social platforms. With a predominantly digital-first audience, it is crucial for VICE to provide advertisers with various touchpoints to consumers across programmatic, while maintaining control and brand safety. The company was looking for a solution that would allow it to run a premium video campaign with a top pharmaceutical company, while ensuring brand safety and control.
The Challenge
VICE, a global youth media company and content creation studio, was looking for ways to provide advertisers with various touchpoints to consumers across programmatic, while maintaining control and brand safety. In the open auction, certain controls are limited and as a result, many advertising categories with moderate level of sensitivity are blocked due to brand-safety concerns. Pharmaceuticals is one of those categories, however, VICE had an opportunity to run a premium video campaign with a top pharmaceutical company that they felt aligned with their brand.
The Solution
To overcome this challenge, VICE partnered with OpenX to run a programmatic guaranteed deal that enabled VICE to sell through a Deal ID with volume guarantees across the advertiser’s desired audience. The deal gave VICE the control and capabilities necessary to transact programmatically, while also meeting the buyer’s targeting and KPI requirements. The advertiser was able to lock in priority access to quality video inventory during one of the most competitive seasons of the year. The campaign began in September and in the days following the launch, the agency secured incremental funds from the advertiser wanting to capture more valuable video inventory that performed.
Operational Impact
Quantitative Benefit
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