Harmelin Media has doubled-down on programmatic media by introducing DeskOne, a fully equipped internal programmatic buying team within the digital media department. After three years of programmatic campaign success, formalizing the group under the DeskOne moniker exemplifies Harmelin Media’s continued pursuit of full-service media planning and buying. DeskOne combines Harmelin’s 30 years of media excellence with industry-leading technology, resulting in unparalleled in-market optimization, campaign analysis and reporting.
DeskOne operates across all of the major inventory exchanges, via top industry buying and bid management platforms. DeskOne has already purchased over 6 billion impressions through auction and private deals, on behalf of over 40 Harmelin Media clients, with targeting strategies powered by over 30 distinct first- and third-party data providers.
DeskOne is not a stand-alone business unit like many agency trading desks; it is an integrated team of specialists within Harmelin’s digital activation team. Programmatic strategies are developed in collaboration with digital planners and client account teams to ensure strategic integration with other digital and non-digital channels, creating a holistic media plan custom-tailored to our clients.
Innovation is a key driver of success within the walls of DeskOne. A primary objective is the utilization of new and emerging technologies to make campaigns smarter and more engaging. Over the past six months, DeskOne has launched campaigns that included customized interactive overlays onto pre-roll video, in order to dynamically change messaging to the most appropriate audience.
TubeMogul is one of several programmatic platforms that DeskOne engages for the purchase of programmatic digital video. Lee Freund, Vice President at TubeMogul, said this about Harmelin Media and DeskOne:
“As an early adopter of programmatic video buying, DeskOne is a power user of the TubeMogul platform and they are consistently at the forefront of delivering sophisticated and strategic programmatic solutions for their clients.”
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