The client is one of the world’s largest and most recognizable communications companies. By mid-2015, they decided to become the largest entertainment and media conglomerate, buying smaller communication and media companies to grow their business. Planet Technology was chosen to staff a three-year project to retool their advertising into the industry’s first 100% digitally addressable ad targeted television platform.
To pay for this $90 billion expenditure, the key to the client’s ROI thinking strategy was to combine these
assets with their consumer data. This would allow them to become a larger player in the $130 billion annual digital advertising market, which at the time was commanded by Google, Facebook and Amazon.
In 2016, Planet Technology was hired to help facilitate the advertising technology launch of a new “cord-cutter” television service available on multiple OTT, mobile and web-based devices. It was new territory for everyone. As the television industry gained more understanding, digital certification requirements became more defined, and so increased resource needs to migrate 65+ major television networks to a fully digitally controlled ad management system. In 2018 with Planet Technology’s help, the client launched a new division solely responsible for the company’s media technology and sales business. Here, Planet Technology continued to support this new division by supplying talent for the client’s New Media Lab – a department chartered to service and validate all new advertising technologies as they are developed throughout the organization .
