[BRANDING USE CASE] Pernod manages its branding strategies with programmatic
Long limited by separated approaches of inventories, today branding strategies benefit from the power of data and the user-centric vision offered by programmatic. Cécile Milesi, Pernod’s Head of Digital, reports on these benefits.
Since when does Pernod buy its media in programmatic?
In 2015, we chose to buy all of our digital media in programmatic to maximize efficiency. Since it is audience-centric by nature, programmatic allowed us to rationalize our media investments by addressing the right users. From that moment on, we started working with Tradelab, whose expertise fully met our criteria. Today, Tradelab is a major and integrated partner that helps us build Pernod’s media strategy.
« together with Tradelab we are able to fulfill our notoriety goals
thanks to high targeting granularity and strong ad exposure monitoring. »
Why did you choose to run your branding campaigns in programmatic?
Several reasons led us to make this choice. The first being the ability to address the right targets in compliance with the frameworks prescribed by the Evin law. At Pernod, media buying apllies to six brands and represents a dozen activated campaigns every year, some of which may be held at the same period. By moving from campaign-budget based management to reach-on-target and reach-on-cost based management, together with Tradelab we are able to fulfill our notoriety goals thanks to high targeting granularity and strong ad exposure monitoring.
In addition to targeting capabilities, data-based management gives us a great freedom of choice among formats and performance indicators to manage our campaigns. This allows us, for instance, to monitor our video campaigns on completion rate and maximize their viewability.
Eventually, we exploit the potential of data via A/B Testing operations to derive insights that we can use to optimize our content. Experimentation is at the heart of our approach, and Tradelab helps us in a completely personalized way at each stage, from Test & Learn to scaling up our processes, with perfect operational transparency.
What are your expectations from the social lever, combined to programmatic?
First, managing social and programmatic media in a combined approach offers extra flexibility. In addition to that, we expect to gain better control on our investments through a 100% consolidated media plan.
What are the challenges to achieve an efficient reconciliation between programmatic and social levers? How do you work with your partner to meet these challenges?
Currently, no platform is really able to offer native unified measurement capabilities that efficiently reconcile those two levers. We consquently carry out advanced analyses with Tradelab that allow us to consolidate our metrics at the highest, and optimize our messages to users. Our goal is to get closer to integrated media management of both social and programmatic, and address the user with a complete vision of the consumer journey. The alliance of strong social and programmatic expertise within one team is rare, operational transparency and good communication between the stakeholders are key elements for this reconciliation to carry out exceeding results.