Oak Theory designed the Audience Management Tool for Eyeview's VideoIQ platform — cutting campaign setup time in half and freeing the operations team to focus on optimization instead of busywork.
Quick answer
Eyeview was a video advertising company where personalized ads ran through their platform, VideoIQ. But setting up each campaign was a nightmare — operations teams had to manually hunt through data systems, build audience groups by hand, and repeat the process for every client. Oak Theory designed a new feature called the Audience Management Tool to automate that workflow. Eyeview's team saved 40% of operations time immediately after launch.
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Reduction in operations time
About
Picture an operations team spending two to four hours per campaign manually searching databases, clicking through forms, and building audience segments that should have taken minutes. That was Eyeview's reality every single day. It wasn't just inefficient — it meant less time for actual strategy and optimization, and a team burned out from repetitive work.
Oak Theory partnered with Eyeview to build the Audience Management Tool: a feature that automated audience creation and made campaign setup feel less like data entry and more like strategy work.
The challenge
Every campaign required the same manual process: find an audience in a data management platform, identify matching segments, build those segments into a usable group, then set it all up in VideoIQ. Four different operations departments each had slightly different needs, but all were doing versions of the same tedious work.
What we did
The Audience Management Tool was a game changer in how our operations team set up, managed, and delivered across all campaigns. It saved our team 40% of operations time, allowing them to focus on more critical tasks like campaign optimization and troubleshooting.
We spent time with teams across Eyeview — product, operations, campaign managers — and watched them set up a real campaign start to finish. The existing platform matched the database structure instead of how people actually think.
We documented the real workflow: find audience, identify segments, build group, test, launch. Then we designed around that sequence instead of the backend.
Four teams wanted four different features — bulk operations, detailed segment controls, more automation. Building everything would have collapsed the interface under its own weight.
We audited actual campaign data — what teams used, how often, and which features saved real time — then ranked by impact. That meant saying no to requests that sounded good in theory.
Audience building runs on Boolean logic — AND, OR, NOT across multiple segments. We audited dozens of real campaigns across industries and found most setups used the same five to seven logical patterns, even though they looked different on the surface.
We designed a progressive interface matched to those patterns instead of making people write out logic manually.
Instead of designing everything upfront and handing it to engineering, we built in phases and tested with Eyeview's team at every step. When they first saw the audience builder, we caught that certain fields were confusing — not badly labeled, just ordered in a way that didn't match how people thought.
We moved things around before engineering had to rebuild anything. That happened three or four times through the project.
Selected work
Oak Theory didn't just hand us designs and disappear. They were embedded in our process. When our engineering team said 'this won't work technically,' they found solutions instead of re-explaining the design. That's rare.Director of Operations, Eyeview
The Results
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Less operations time per campaign (%)
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More campaigns processed per month (%)
FAQ
Oak Theory designs product experiences around real workflows — researched, tested, and built alongside your engineering team.
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