M17. Best Use of Programmatic

When launching a new washer dryer in Taiwan’s competitive appliance market, Hitachi understood it needed to reach consumers at the right time and remain top-of-mind throughout the consideration process.

It delivered a unified, programmatic campaign via a leading demand-side platform, connecting digital out-of-home, connected TV, display, and high-impact channels within a single buying and optimization framework.

Hitachi precisely reached its target audience using five key targeting solutions, including behavioral data, retail and purchase data, geo-targeting, and contextual targeting. It also built new first-party data pools to enable effective retargeting.

AI-driven optimization, relevance-based bidding, and cross-channel frequency management helped dismantle channel silos and extend reach beyond traditional advertising environments.

As a result, the campaign delivered 2x annual sales growth, reduced wasted impressions, accelerated the consumer journey, exceeded industry engagement benchmarks, and unlocked rich consumer insights.

These results make this campaign a deserving winner of the “Best Use of Programmatic” category.