Programmatic TV buying has helped increase sales by 8% for clients of media agency Atomic 212°, it claims, owing to a partnership it recently set up with MCN.
The arrival of MCN Programmatic TV was first revealed by AdNews in June. Described as an industry first, the move allows media agencies to buy broadcast linear TV inventory through a private exchange.
The independent media shop said improved targeting has seen average sales increases of 8% compared to traditional non-programmatic media channels.
Atomic 212° chief operating officer James Dixon said: “The results are extremely positive. We expected good results but what we are seeing has surpassed expectations.”
The firm admits that these are early indications of the success of the platform, but states that it has streamlined the buying of slots and alleviated the laborious processes typically involved in the traditional buying space.
Atomic 212° clients include Dick Smith Electronics, Progressive Insurance and others.
Dick Smith marketing director Cassie Wheeler said: “The marketing landscape is changing fast. While television remains a cornerstone of our marketing strategy, advances in television targeting, which bring us closer to one-to-one engagement with our customers, are a very positive step forward.”
Atomic 212° isn't the only agency which has adapted MCN's TV programmatic platform. Others include OMD, UM, Carat and Initiative.
Email Nicola at nicolariches@yaffa.com.au.