Pernod Ricard selects TubeMogul for Aussie programmatic advertising

Beverage maker moves from non-transparent media models to a proven and tested framework

Distilled beverage manufacturer, Pernod Ricard, has struck an Australian partnership with TubeMogul to bring programmatic media buying in-house in order to plan, buy, measure and optimise its Australian brand advertising.

Under the agreement, Pernod Ricard will start testing programmatic-based advertising across some of its iconic brands including Jacob’s Creek, Stoneleigh, Absolut, Chivas Regal, and GH Mumm.

Pernod Ricard global digital director, Kate Whitney, said TubeMogul’s independent, buy-side position was key to securing the deal. She also flagged the company’s transparency and ability to centralise measurement to better inform strategy across brand teams.

“Pernod Ricard’s digital media approach relies on full transparency to maintain complete control of our digital ad buy,” Whitney said in a statement.

“We wanted to move from non-transparent media models to a proven and tested framework – and to do this using a team we could trust. Finding great talent to manage this for us internally was the right move for our business. Originally, our testing goals were Australia-centric. However, as Pernod Ricard Winemakers is a global business, we are now in a position to assist other markets through a global sharing of our initial test cases.”

The first campaigns executed through TubeMogul’s software across desktop and mobile launched earlier this year. The vendor’s A/NZ managing director, Sam Smith, said Pernod Ricard has been an early mover in adopting programmatic technology.

“The company’s local and global programmatic ambitions meant that they needed a partner whose focus on innovation could match Pernod’s desire to lead and innovate. They saw the speed in which TubeMogul rolled out new products across screens and formats – and knew that it made for an ideal match,” he said.

Pernod is one of several brands to strike local partnerships with TubeMogul for programmatic media.

In October 2014, Foxtel opted to bring video programmatic buying in-house through its deal with TubeMogul, REA Group also struck a programmatic video advertising deal with the ad platform vendor in November 2014. The real estate media group is utilising audience data and programmatic video advertising technology to ensure campaigns are more relevant.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Behaviour change, by design

​We’re living in an age of unprecedented change. We experience with Oculus Rift, invest with Acorns, consume video through Hyper, tune into Pandora and navigate with Waze.

Glen Jeffreys

Head of UX, Deepend Group

Chat bots: How to use them commercially right now

I’m sure that many of you out there have heard a lot about chat bots (aka messaging bots) recently, and the fact that they are here to stay is pretty evident by now.

Deniz Nalbantoglu

Managing director, Webling-Interactive

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Great read, thanks for posting. MR should be seen as the holy grail for marketers and brands, as it offers an unprecedented capability to...

Barney

Interview: The business case for mixed reality in marketing

Read more

what a load of shit, and what a major stuff up... the new brand device is sterile, boring and just plain bad. Would be better suited to a...

James Yoi

Tennis Australia unwraps new brand identity for Australian Open

Read more

Cool stuff. https://blogs.adobe.com/digita...

Mary

Design thinking: Leading with experience

Read more

Conversation commerce is a double edged sword. Do it right and it can create customer delight. Do it wrong and it can lose customers.

Jinal Shah

Why conversational commerce is going to reshape customer engagement

Read more

I liked how Kmart decided on what to source- by placing a notional or real camera in the place of use, seeing what is touched the most in...

Jinal Shah

Kmart CEO details priorities to turn Target around

Read more

Latest Podcast

More podcasts

Sign in