Pernod Ricard is the latest in a growing list of companies operating in Australia to bring their programmatic buying in house.
It’s joins businesses like Realestate.com.au, The Commonwealth Bank and Vinomofo in making the move.
Two trends are driving programmatic in house. The first, for companies with sufficient scale is that there are cost savings as they can eliminate the cost of ticket clipping that funds the trading desks. More importantly they can take control of the data.
The company has selected TubeMogul as the preferred programmatic platform partner for brand advertising in Australia and it will use the automated software platform to plan, buy, measure and optimise their Australian brand advertising.
The brands covered by the deal include Jacobs Creek, Stoneleigh, Absolut, Chivas Regal, and GH Mumm.
According to Pernod Ricard’s Kate Whitney, Global Digital Director, “Pernod Ricard’s digital media approach relies on full transparency to maintain complete control of our digital ad buy.
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“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. Pernod Ricard is also among an exclusive group of clients actively testing new features and informing TubeMogul’s product roadmap.
“Pernod Ricard has been an early mover in adopting programmatic technology,” said Sam Smith, AU/NZ MD of TubeMogul. “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.
Smoth said the focus on full transparency is an important part of the TubeMogul approach. “As we don’t own media, TubeMogul’s only incentive is to do what is best for advertisers – we cannot wait to put this into further action as our partnership with Pernod Ricard grows and develops.”