GroupM shifts Opel’s branding campaign into gear using programmatic guaranteed on Smart RTB+

Learn how GroupM shifts Opel’s branding campaign into gear using programmatic guaranteed on Smart RTB+

 100% impressions guaranteed on Smart RTB+ 

GroupM is the world’s leading media investment company responsible for more than $45B (COMvergence) in annual media investment through agencies including Mindshare, MediaCom, Wavemaker, Essence and m/SIX, as well as the outcomes-driven programmatic audience company, Xaxis. 

The Challenge

To celebrate Opel’s 120th anniversary and to highlight a special car series, the GroupM agency, a WPP entity, ran Programmatic Guaranteed deals on Smart RTB+. To achieve its goals of reach and viewability, GroupM recommended the skin format from Sublime Skinz. 

The Solution

GroupM is one of the first players to take benefit from programmatic guaranteed which is now quickly growing as a buying tactic within the company. With a faster setup than regular deals, programmatic guaranteed allows buyers to secure 100% of desired impressions on a target audience, at a fixed price. 

The publisher handles the majority of the setup, which avoids the back-and-forth about pixels, redirects, and more, which are tedious and time-consuming for programmatic managers. 

By using Smart as an SSP with its DSP Google Display & Video 360, GroupM gains access to impactful and engaging formats such as page skins, as well as unique inventory such as Sublime Sublime Skinz. By accessing additional inventory outside of Google’s ecosystem, the agency can deliver the best opportunities for advertisers, in a 100% brand-safe environment. 

Futhermore, Programmatic Guaranteed makes it possible to unify campaigns by operating all of the channels (from set-up to optimizations) within the same platform, for a smoother and more efficient campaign. This strongly supports ad frequency management. 

With guaranteed deals, we are bringing together the benefits of direct sales and programmatic to maximize advertiser investment. Smart’s direct integration with Google Display & Video 360, improves our operational efficiency so we can diversify our campaigns with engaging branding formats like the Sublime skin. Programmatic Guaranteed helps to reassure advertisers and publishers to deliver campaigns and maximizing efficiency. That’s why most brands are becoming more mature on the subject, now ready to diversify their buying channels.


Programmatic Account Manager, GroupM

The Results

  • GroupM successfully delivered 100% of skin format impressions on Smart RTB+ and achieved Opel’s goals.

Click here to download the Case Study

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