NEVER.NO DELIVERS SOCIAL TV GLOBAL FIRST WITH IMD AND SMG
never.no has delivered a ground-breaking Coca Cola social TV advertising campaign in Argentina with Group IMD, the global ad delivery company.
The project saw the IMD’s South American associate A+V distribute multiple content versions of a Christmas advert for the soft drink giant to national and local TV channels in Argentina in December.
Two unique spots – each containing six personal viewer messages – were created every day using never.no’s social TV advertising platform STORY-VR which collated seasonal messages that viewers could submit online.
The spots were aired twice a day across 41 channels, representing the first time intra-day creative changes have run across such a broad range of channels for a social TV advertising campaign. More than 500 unique deliveries were successfully made in just 12 days and the spots were all aired during prime time within hours of the social media content being chosen.
The media buying agency on the project was Starcom Mediavest Group.
Simon Cox, Chief Executive Officer of Group IMD, said:
“This social TV campaign is the first of its kind and the latest example of our ability to deliver adverts to broadcasters in an innovative manner. Such viewer interaction is only likely to increase in the future as brands look to engage their audiences in different and more compelling ways. Our fast, fully automated processes are essential to enable this.”
Scott Davies, Chief Executive Officer of never.no, added:
“The partnership between never.no, Group IMD and Starcom provides the perfect solution to deliver multiple social ad spots across several networks. This is the first time we’ve seen unique social ad spots delivered at this scale.”
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