CTV PROGRAMMATIC PRECISION DELIVERS 72% COST SAVINGS
A leading multinational professional services network sought to elevate its brand presence and drive deeper consideration amongst B2B decision-makers. Partnering with dentsu, the brand, deployed an innovative programmatic strategy that combined PubMatic’s premium supply-side platform capabilities with Cocie’s AI-powered contextual intelligence. By targeting high-value audiences across CTV and OTT environments, the campaign delivered significant brand impact whilst maintaining exceptional cost efficiency.
THE CHALLENGE
Operating in an intensely competitive financial professional services sector, the brand needed to cut through the noise and strengthen brand recall amongst decision-makers in the C-suite and IT departments.
Achieving these goals required a sophisticated programmatic approach that could deliver premium brand experiences at scale across fragmented CTV environments. The campaign needed to accommodate multiple creative formats (10, 15 and 30-second spots) while reaching professional service decision-makers and influencers with precision and cost efficiency.
THE SOLUTION: PREMIUM CTV SUPPLY
Dentsu’s B2B team developed a consolidated, AI-driven programmatic strategy designed to maximise reach and efficiency. Rather than managing multiple disparate platforms, the team centralised campaign execution through PubMatic’s supply-side platform, integrated with Cocie’s contextual targeting technology.
This approach unlocked access to premium CTV and OTT inventory whilst employing sophisticated contextual signals to identify environments where target audiences were most receptive. By analysing content themes, viewing behaviours, and contextual relevance in real-time, the technology ensured the brand’s creative appeared in brand-safe, high-engagement environments.
The strategy prioritised quality over volume, focusing on securing placements within premium publisher inventory where business leaders were actively engaged.
THE RESULTS
The campaign delivered exceptional performance across key metrics. PubMatic achieved a 72% lower eCPM compared to other CTV partners – whilst driving 5% of total landing page visits as per data shared by dentsu.
This dual success demonstrated that premium inventory and contextual precision could deliver both cost efficiency and quality engagement, strengthening the brand’s position in a crowded market.