Generally, it’s targeting households with an income of more than $100,000, and because Glenfiddich is distilled by hand and family-owned, those who consume its whisky tend to prefer a personal touch.
Thus, the campaign creative features the story of Sandy, the great-grandson of Glenfiddich’s founder, who brought the whisky to the US in the 1960s.
The Data Backdrop
DISH’s audience platform offers about 80 data segments, which Resolute is incorporating into its buys using Rocket Fuel’s DSP.
Rocket Fuel’s acquisition of [x+1] gave the company more credo in first-, second- and third-party data matching, which will be critical for identity stitching in cross-screen campaigns and for audience extension in addressable TV buys, said Randy Wootton, Rocket Fuel’s CEO.
Although Resolute uses Rocket Fuel’s DSP, it’s just starting to explore usage of its data management platform.
DISH’s programmatic offering helps Glenfiddich identify more attributes around standard segments – for instance, a sports enthusiast segment might be broken down further into NASCAR, football or soccer fans.
Glenfiddich and Resolute are in the midst of a live campaign now, but are swapping out messaging on the fly for different segments – for instance, a sports viewer versus a news and entertainment viewer – to see what sticks using Rocket Fuel’s Moment Scoring feature.
“The campaign objective for Glenfiddich is to increase awareness while reducing advertising waste,” Caporino said. “To evaluate it's success, we will back out a CPM, compare it to the level of targeting and use third-party measurement tools to determine if there was a lift in awareness.”
One tool is Rentrak, which Resolute uses as a baseline measurement between the brand’s target segments and TV impressions.
Because addressable TV is more expensive than a linear market buy, one determination for success is finding out whether there was an increase in site traffic or social media activity in certain geographies.
Since the campaign’s inception on Nov. 19, the ad has been served more than 200,000 times to individual households during primetime across a series of cable networks available on DISH.
DISH’s total addressable household footprint is about 8 million, a factor of which Resolute is well aware of in terms of reach limitations.
“Eight million is great, but when you start to compare that to the rest of the world in terms of TV audience, it’s small,” said Caporino. Addressable TV tends to distill the audience size down even further once segmentations are in place.
“We are cognizant of that moving forward,” said Caporino, “but [in general] sometimes [scale] is a trade-off for the level of targeting we get.”