Schlage Opens The Door To Programmatic TV
Summary
So Schlage called on its agency of record, The Basement, and demand-side platform Centro to bring programmatic elements to its TV media buys. The goal was to use a digital audience to target on linear TV, said Brian Phillips, CEO of The Basement, then create flights that would allow them to optimize and measure performance. Once the buys were placed, The Basement used Samba TV to measure viewability and engagement with an ad and optimize based on performance. “When we say programmatic we refer to it from an automation and an audience targeting point of view,” said Chris Satovick, chief operating officer at Placemedia. “Whether it’s age and gender, an income target or home ownership, we put together this audience definition and find the inventory that indexes highest for all of those segments,” Satovick said.
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