We started all targeting strategies on Thursday 16th of August – the night of the season premiere – and worked across AppNexus, BrightRoll and YouTube to reach audiences interested in Big Brother and who had an affinity for gambling.
Naturally, many DSPs have limitations on advertising Gambling, often not allowing you to retarget audiences. Hence our YouTube strategy focused on keyword targeting – hitting keywords such as “Big Brother” and “CBB”, as well as the names of the cast.
With BrightRoll, we have the opportunity to use data from Yahoo Search and their Email Network. Here, we once again made the most of Keyword targeting and the 3rd party targeting for Reality TV.
AppNexus is one of the DSP’s that allows advertisers to retarget audiences, and so we added different 3rd party lists with Big Brother and Reality TV Affinities. To make the most of the shows 9 pm time slot, we tested time-based targeting with higher bidding between 8pm-12am.