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.
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.
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.
