Ball Street, the company behind the 451 digital football show, has beaten its engagement benchmark by 71% after deploying a programmatic native approach. Working with RadiumOne, Ball Street developed video content, sponsored by Papa John’s, and pushed it out in three bursts around matches with a deciding role in the race for the Premier League title (Liverpool v Chelsea, Crystal Palace v Liverpool and Man City v West Ham).
View a sample of the show with Papa John's Sponsorship below:
Using RadiumOne’s programmatic MPU Flite unit, allowing publishers to place branded content within an editorial context, it was able to achieve 639,447 video views after all three bursts. 61% of viewers watched the full videos over a total of six days.
Ball Street’s engagement benchmark, which establishes the estimated clicks and views of content before publication, was beaten by 71%.
Matt Wilson at Ball Street commented "We are very proud of what we were able to achieve with RadiumOne powering our programmatic native campaign. The results go to show what is possible with the right content using technology that can deliver it at the right time, in the right places to the right people. Having the ability to innovate and create while also measuring our reach and efforts is a hugely powerful tool for us and makes our proposition to brands even more compelling. We’re looking forward to building on this and really pushing the programmatic native concept forwards with RadiumOne.”
Abeed Janmohamed, Commercial Director, RadiumOne added: “As the distribution partner for this content we’re delighted with Ball Street’s results. It really places them at the cutting edge of the programmatic native curve. We have long known the power that both programmatic and native advertising have individually, but when combined the results can be exceptional. Great content is only part of the story; having the technology behind it that can deliver it to connected audiences everywhere is equally important in achieving a brand’s advertising goals.”
