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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

Is artificial intelligence riddled with bias?

The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.

Katja Forbes

Founder and chief, sfyte

5 things every business can do to drive brand loyalty

If you’re in any customer-centric role, you’ll likely be familiar with the Net Promoter Score (NPS) – one of the most popular tools for brands to measure their customer sentiment.

Catherine Anderson

Chief customer officer, Powershop Australia

At the deeper levels of artificial intelligence, computing machines make all kinds of correlations among whatever data is available to th...

Fraction Tech

Is artificial intelligence riddled with bias? - Customer Design - CMO Australia

Read more

https://myiplookup.com/ - find your ip address and location information in our main page. Also there are many ip tools you can use : IP L...

savefrom

iSelect outlines new approach to arrest ineffective marketing as its reports full-year results

Read more

https://myiplookup.com/ - this website will allow you to View Alexa Ranking and graph Check http headers of a website, tool to compare te...

savefrom

The Star's first CMO creates all-new marketing team

Read more

Good tips to follow. Thank you!

Anna Travis

5 things every business can do to drive brand loyalty

Read more

Thank you! That was useful to know.

Belia Adam

Why your best social marketing brand tool could be hiding in plain sight

Read more

Latest Podcast

More podcasts

Sign in