Adidas uses Display & Video 360’s connected TV solutions to
show the world it is “Ready for Change”
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Case Study
Adidas uses Display & Video 360’s connected
TV solutions to show the world it is “Ready
for Change”
Tags
Display & Video 360
The Goals
Reassert Adidas’ values and commitment to
promote justice and equality
Create a unique and meaningful connection
with their audience as they shift to connected
TV
Be responsive to social context and launch
a connected TV campaign in a matter of days
The Approach
Secured premium connected TV deals
Harness programmatic technology to scale
messaging quickly
Centralize media buys to make every dollar
count.
The Results
Reached more than 24M unique viewers on
connected TV
Saved time thanks to automated workflow
Increased reach within budget limits by
cherry picking the 37.5% most relevant
impressions
Adidas, one of the largest
sportswear manufacturers in the world, aimed to
build on its core belief that sport has the
power to change lives and bring diverse people
together.
With limited time and marketing budgets, the
Adidas team chose to expand on their "Ready For
Sport" brand platform and launch their “Ready
for Change” campaign. In just a few days,
Adidas’ media agency, MediaCom, had to pick the most
efficient advertising channels and technology
to reach Adidas’ audience in a unique and
meaningful way.
Shifting to connected TV
With the interruption of live television
programming, people have spent a remarkable
amount of time watching connected TV content at
home in the last few months. So, in order to
connect with athletes and sports fans as they
were enjoying on-demand content, Adidas used
Display & Video 360 to secure premium connected
TV deals and engage with over 24 million
viewers across Hulu, ESPN and Roku.
Harnessing Programmatic Technology
To respond to their audience in the most timely
manner, Adidas’ marketing team was quick to
launch their new film reiterating their
corporate values. In order to rapidly amplify
this new message, MediaCom chose to harness
programmatic technology to ensure high-speed
advertising execution.
By using
Display & Video 360, they fast tracked the
process of negotiating Programmatic Guaranteed
deals with major publishers and setting up the
campaign. They also cut down administrative
complexity thanks to Display & Video' 360's
unified billing.
“Now, more than ever, it is important to
ensure we have the right messaging at the right
time. Relying on Display & Video 360’s
programmatic technology to secure CTV ads
allowed us to rapidly adjust our ad strategy
and stay in tune with our audience.”
Kat
Miller, Director, Brand Media, Adidas
Centralized Media Buying
Consolidating their connected TV guaranteed
deals into Display & Video 360 allowed Adidas
to manage frequency across all channels and
limit media waste. Based on their frequency
management goal, Display & Video 360 only bid
on the 37.5% most relevant impressions for
Adidas. Thanks to this technology, Adidas
maximized the number of viewers they reached
while respecting their budget.
“Our consolidated buy in DV360
automatically reinvested our holistic frequency
management savings and drove incremental unique
reach for Adidas.”
Benny
Guan, Director, Programmatic Mediacom
This consolidated approach also allowed Adidas
to avoid a common connected TV advertising
pitfall – repeatedly reaching the same viewers
with the same ad.
Looking Ahead
Building on this experience, to support their
ZX campaign, Adidas is now utilising
Programmatic Guaranteed to test another channel
in high-demand – audio. Frequency management in
Display & Video 360 has also continued to help
Adidas reinvest cost savings into additional
working media.
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