Even yogurt is going programmatic. As part of a move to take roughly 15 percent to 20 percent of its video buying programmatic in the next year, Dannon recently became one of the first brands to run a campaign using Facebook's LiveRail platform, which effectively helped it reach 90 percent of its target audience.
In August, Dannon inked a yearlong deal with video vendor TubeMogul to beef up its ad targeting while also automating a portion of its buying. One of the first efforts to come out of the partnership was a campaign for Activia, a line of yogurt that helps with digestion, that served preroll videos to specific people based on their age and gender.
"The early results were really promising where we saw nearly 90 percent of the ad impressions were on target with the audience," said Brett Wilson, TubeMogul's CEO. "That's much higher than we would normally expect."
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