Drinks giant Pernod Ricard has hired TubeMogul to boost its brand portfolio in Australia through programmatic advertising.
This form of advertising attempts to communicate promotional material to target audiences through various channels. It has been defined as ‘buying, marketing and advertising is the algorithmic purchase and sale of advertising space in real time.’
Kate Whitney, Pernod Ricard’s global digital director, said in a company statement, “Pernod Ricard’s digital media approach relies on full transparency to maintain complete control of our digital ad buy.
“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.”
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.
