Coca-Cola with innovative Advanced TV campaign
In the course of this year's summer campaign "Best Coke ever" (July 12 to August 27), Coca-Cola was the first brand to rely on the full power of the Advanced TV options offered by media marketer Goldbach Austria, thus raising its advertising strategy to a new level. All facets of the portfolio were exploited: Connected TV spots, Smart TV Ads and Addressable TV.
"We are delighted that such a prominent company as Coca-Cola Austria has recognized that our Advanced TV offering works most efficiently in a network and, as a first mover, has also deployed innovative advertising options in Connected TV, such as Smart TV Ads and CTV Spots, in addition to Addressable TV."Goldbach Sales Director Digital Wolfgang Pernkopf is satisfied with the first mover campaign, which for the first time exploited all of the marketer's Advanced TV solutions together.
TV usage behavior is changing very rapidly and currently 54% of content on TV is already streamed*. "This strongly streaming-affine target group can be addressed exclusively in Austria for the first time via TV with our Advanced-TV products, which Coca-Cola was also able to benefit from with its summer campaign," Pernkopf continues.
"Our company is committed to innovation - with Advanced TV we see the opportunity to set new accents in the world of moving images: in addressing our target groups - still with low reach, but greater contact quality - and the chance to reach new users. We are pleased to be the first mover in shaping this trend and to generate learnings on how we can increase the impact of our communication via new touchpoints," says Christiane Wissenbach from Coca-Cola, explaining the intention behind the campaign.
The 3 Musketeers of Advanced TV
Each of the three current variants of Goldbach's Advanced TV offer has its advantages.
Connected TV spots reach all those TV owners who no longer use linear TV and thus address the unreachable target group of streamers on the TV set in a targeted and exclusive way. Every impression can be tracked.
With Smart TV Ads, the first impression when the TV is switched on is used according to the motto "the first impression counts". Regardless of whether the user is watching linear programming, Netflix, Prime or similar. "Campaigns, like in this case the one from Coca-Cola get 100% viewability, 100% brand safety as well as 100% trackability. Another advantage is the fact that with Samsung, LG and Philips SmartTV end devices, there is an absolute premium environment. By the way, this is a USP of Goldbach - because Smart TV Ads can be booked exclusively and only with us", Pernkopf describes the assets of this advertising opportunity.
Addressable TV on DMAX Austria, TLC Austria, Comedy Central Austria and Sport1 offers maximum attention on the linear TV set and digital measurability at the same time with the advertising form Switch In XXL. An optimal combination of the advantages of the two worlds of TV and online advertising.
*Source: Samsung Proprietary Data, January - December 2020
Image: Switch In XXL Ad, Credit: Goldbach