BMC Software

Accessing Premium Video for BMC

Enterprise software developer BMC Software is a $2B+ annual revenue global company with products, services, and consulting as their core offerings.  BMC is continuously looking drive awareness and consideration within their primary target audience of IT decision makers.  Across a 5+ year relationship, Mediasmith was tasked to focus on highly efficient lower-funnel efforts to drive leads.

The BMC Ask:

BMC and Mediasmith mutually recognized the need to aim higher in the marketing funnel to feed our lead generation efforts. As well, the BMC sales team especially valued efforts against their key accounts list.  We were asked to deliver a highly visible (but highly efficient) effort against IT decision makers.

Mediasmith’s Approach:

We recommend a premium sports video strategy for its qualities of 1) high attention 2) targetability and 3) unexpectedness for BMC among the audience. To execute this campaign, we:

• Leveraged programmatic buying platform to access multiple premium inventory sources
• Executed exclusive PMP deals during key events to ensure maximum reach and exposure
• Layered on audience targeting to minimize non-B2B audience delivery, reaching decision-makers and key accounts

Learnings and Results:

• We leveraged programmatic video to access premium sports programming including World Cup, NBA Finals, Sunday Night Football, English Premier League, and a multitude of Golf tournaments
• 54% Video views were delivered within Live TV
• YoY consideration of target accounts increased by 30%

“I have people emailing and asking me all the time about seeing our ads on TV and how we are able to get there.”
Corey Keith / VP Global Advertising