Agency Network: 
June 2016


Pre-roll ads edited in real time to match all the viewer’s online behaviors, likes and interests. In the time it takes to load pre-roll, MatchMaker analyzes millions of data points about the viewer — that they stream country music, make dinner reservations at steak houses, subscribe to outdoor magazine and much, much more. Then it scans a matrix of hundreds of video clips of Tennessee activities to find matches, editing a commercial perfectly aligned to their interests in real time. So rather than seeing a tourism ad that tries to appeal to everyone, viewers saw a custom commercial created just for them. The geo-targeting filter even ensured the attractions shown were within driving distance of the viewer’s home. Viewers could then explore the attractions featured in each scene of their vacation on Tennessee’s website. So they could plan their real trip to Tennessee and share it with others.

Digital advertisement created by VML, United States for Tennessee Department of Tourist Development, within the category: Transport.

Creative Agency: VML, USA
Global Chief Creative Officer: Debbi Vandeven
Executive Creative Director: John Godsey
Group Creative Director: Allison Pierce
Creative Director: Ryan Simonet
Senior Copywriters: Jonathan Vigliaturo, Justin Lake
Art Director: Mars Denton
Creative Director: Michael Nishanian
Associate Channel Director: Megan Davey
Managing Director: Eric Beane
Senior Insights Analyst: Nikki Hardin
Chief Innovation Officer: Brian Yamada
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kleenex's picture

The idea worked.

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