In an age when data is at the core of business success and time is considered an opportunity cost, the need for consistent methods of data utilization is of essential importance.

Fortunately, the contemporary digital progress has made it easy for brands to do just that with the help of a single solution - the Data Management Platform (DMP).

The technology, which has now turned into a household name within the digital space, is powerful enough to satisfy the needs of both sides on the supply-demand chain. It makes sure that the brand message is delivered to the appropriate audience profile, while consumers are instantly fulfilled to receive a personalized message tailored to their individual interests.

That is why we, at bTV Media Group, understand the importance of finding the right synergies between content, audiences and advertisers. We continuously work on achieving that on all of our platforms – TV, Web & Radio. Recently conducted campaigns prove the successful DMP integration with delivery and results.

For the period of a two-week campaign that took place in March – the Women’s month, the content of the female-oriented ladyzone.bg was thematically enhanced through the “Are you a Lady?” campaign, which represented the digital leg of a cross-media thematic package.

Period of implementation: March 2019, thematically associated with the Women's Month

The campaign was implemented in two stages, divided into two separate weeks, with the purpose to compare the performance before and after using DMP to target audiences. Women were the main target user group.

Selected categories to reach most of the target audience: "beauty", "lifestyle", "fashion", and "astrology".

Used advertising formats: desktop & mobile

Results: Targeting through a desktop device saw an increase in click through rate (CTR) of 34%. For mobile, the observed growth was impressive - 1915%.

We established a general improvement in overall campaign results via DMP targeting, which increasingly motivates our team to offer the best and enhanced targeting opportunities to advertisers.

Contacts:

bTV Media Group
Sales department
Sofia 1463
Bulgaria sq. No. 1
National Palace of Culture, 11th floor
Тel. (+359) 2 9156 531
e-mail: [email protected]