此廣告的主要目的是為了幫客戶產品”Up & GO”(一種可作為早餐代餐的奶製飲品)，建立品牌知名度並且導購。因此，Amnet與同集團品牌代理商-Carat共同合作進行此廣告的策略規劃。客戶主要希望可以觸及兩個族群:
TTD澳洲及紐西蘭總經理Mitch Waters表示: 「雖然透過程序化購買數位電視廣告還只是在剛開始的階段，但這是未來趨勢。Amnet身為第一個執行程序化購買數位電視廣告的代理商，顯示其專注於創新的決心。」
Sanitarium公司的廣告媒體經理Pete Davis表示: 「選擇使用程序化購買以控管廣告，證實非常有用! Up & Go產品在年輕族群中相當受歡迎，而我們需要觸及這些潛在的消費族群，也就是在數位電視/串流影音頻道及線上廣播上找到他們。透過程序化購買流量有雙重優勢:即精準TA鎖定與確保我們行銷預算花費會有最大的效益產生。」
「另外，對一個品牌來說最重要的是如何確保我們的廣告不會有以往傳統投遞模式一樣過於干擾的問題，其中TTD使用概率數據(probabilistic data) 透過IP定址去大規模地辨識用戶以及儲存數位電視內的標識，並以極高的準確度將其與其ID進行匹配，避免用戶跨裝置接觸廣告頻次過高的問題。」
Program advertising platform, The Trade Desk has announced the results of the connected TV campaign the company ran for health food manufacturer Sanitarium’s Up&Go breakfast drink in partnership with Carat and Amnet.
The Trade Desk teams with Amnet to power Sanitarium’s first programmatic connected tv campaign
Today The Trade Desk, Inc., a global technology platform for buyers of advertising, and Amnet, the programmatic platform for Dentsu Aegis Network, shared results from a recent Connected TV campaign conducted on behalf of Sanitarium, a major Australian food and health company.
The campaign objective, led in collaboration with Dentsu’s media agency Carat, was to build brand awareness and drive sales of Up & Go, a milk drink and breakfast substitute. To reach the target demographics of 18-35-year old ‘Young Transitionals’ and 25-54-year-old ‘Grocery Buyers’, Carat and Amnet advised Sanitarium to focus on a strategy of programmatic Connected TV, video streaming and digital audio advertising, with tightly controlled frequency capping to ensure no single consumer was overwhelmed by advertisements across devices.
Powered by The Trade Desk’s proprietary trading system, which uses bid factors rather than line items to ensure dynamic and flexible bidding optimization, the campaign strategy proved a success. To date, the campaign has reached 10 percent of Australian Connected TV households, totalingnearly 240,000 different dwellings. The frequency of the campaign came in at 1.30, showing the effectiveness of The Trade Desk’s new IP targeting capability. This was the catalyst for Sanitarium to take advantage of the largely untapped format and overcome an industry-wide issue of not being able to apply a centralised frequency cap across multiple broadcasters.
“We were delighted to partner with Amnet and Sanitarium to deliver these outstanding campaign results,” said Mitch Waters, General Manager, Australia and New Zealand at The Trade Desk. “Buying connected TV programmatically is still in the early stages in Australia – but it’s way of the future. To be the first agency to run a CTV campaign programmatically shows Amnet’s strong focus on innovation, and indicates that both the agency and the advertiser are at the forefront of understanding the capabilities and effectiveness of our technology.”
For Pete Davis, National Advertising and Media Manager for Sanitarium, the choice to manage the campaign programmatically proved highly effective: “Up & Go is popular with a younger demographic, and we need to reach these people where they are consuming content. That means connected TV, video streaming and audio. Buying this inventory programmatically has the dual advantage of precise demographic targeting and ensuring we derive the maximum value from our marketing dollars.”
In another first for The Trade Desk, Amnet and Carat, Sanitarium were able to deliver targeted advertisements during a live-streamed sports event, the Rugby League World Cup on C7.
“Additionally, as a brand it’s important for us to ensure we are never overwhelming people with advertisements, which has traditionally been an issue with Connected TV,” continued Davis. “The Trade Desk solved this issue with their ability to use probabilistic data to frequency cap occurrences of our ads across devices.”
The Trade Desk’s platform allows at-scale identification of users through IP targeting. The platform also has the ability to store CTV identifications and match them to Trade Desk IDs with an extremely high degree of accuracy, ensuring the problems of frequency are eliminated. “We can measure across channels really effectively, which allows you to be with the customer on their entire journey,” said Waters.
“The campaign results have exceeded all expectations, which I attribute to a truly collaborative effort between Amnet, Sanitarium and The Trade Desk,” said Indy Khabra, National Managing Director of Amnet Australia and New Zealand. “We are pleased that our client, Sanitarium, empowers us to work with exciting new technologies to drive the best results.”
Source: From a Trade Desk media release.