Poidem: AI that changed TV planning

Bank Poidem adopted an innovative AI-based approach to TV planning, whose accuracy enabled it to boost brand awareness, encourage take-up and reduce costs in Russia.

Campaign details

Brand: PoidemBrand owner: PoidemAgency: Deltaplan GoupMarket: Russian FederationIndustries: Online display, TelevisionMedia channels: BanksBudget: Up to 500k

Executive summary

The campaign for Russian Bank Poidem (Let's go) was a synergy of bright creative ideas, thoughtful strategy and an innovative approach to planning. We developed a new tool for TV planning. We used machine learning to estimate TV ratings from multiple factors, not just previous TV viewing as was the case for calculating GRP and TRP (classical metrics for TV planning). These days AI takes into account...

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Insights Team
Bray Leino

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