all eyes are on traders , who are keeping a close eye on each of their clients' campaigns.
At the recent 5th edition of The Trade Desk ’s Bid Factor Awards in London, these traders were honoured – the true industry professionals behind unique and innovative digital campaigns that don’t always get the recognition they deserve. This year, the competition received 78 entries, showcasing success stories from all verticals, from consumer goods multinationals iran number data to banks and car manufacturers around the world.
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One of the notable nominations was Mindshare and BBVA , who were nominated for the “ Financial Health ” campaign in the Innovation category. In this campaign, the main objective was to provide BBVA with an innovative experience in its top funnel campaigns, with the aim of reaching a maximum volume of visits from new users to its financial health content and solutions, using other media such as connected TV and Digital Out of Home (DOOH) in addition to the conventional dissemination strategy.
"Due to the seasonality of the campaigns , our strategy was to bring the complete programmatic buying in Connected TV to BBVA in real time, combining all the main Connected TV publishers in the country with all the available types of programmatic buying such as Programmatic Guarantee, Preferred Deals and Private Auction," says Bruna Suzuki , Programmatic Solutions Director at Mindshare.
extraordinary: during the first week of the campaign, the entire connected TV inventory was maximized using frequency capping to avoid overlapping traffic, since the main objective was to reach new visitors. The inventory was also more optimized compared to conventional television, since users with a greater affinity with BBVA's target were reached.
During the nomination process, the Bid Factor Awards judges, drawn from across the European advertising industry, highlighted the “layering of techniques and the mix of tools ” used by entrants. “The best results were achieved when the programmatic trader got into the skin of the client’s campaign needs and designed and executed a programmatic plan that actually met the originally proposed objectives.”