With fragmentation in the media world, Positec was not achieving the same ROI on TV, as well as retail sell through, as in past years. Finding their target audience with an infomercial and traditional Short Form Direct Response media buying had become a challenge. Positec had a tremendous amount of first party data but was unsure how to tap into it to inform their media campaign. Positec utilized Long Form, 5 minute, and Short Form media & wanted to add Advanced TV into their media mix to ensure they reached all their customers, without sacrificing flexibility and control to reach their CPA goals and retail sales.
MDG and their Advanced TV platform, Tradr, was able to access 120 different syndicated data sources to help find the specific Work & Rockwell audiences, narrowing in on the exact times, stations, and programs those consumers watch the most. Additionally, by taking this audience information and combining it with OTT & Addressable media, MDG was able to eliminate waste and maximize results for the campaign.