First, we made the strategic decision to manage our programmatic ad buying in-house – enabling us to have greater control over campaigns while improving overall transparency. We also curated a premium marketplace that prioritises high attention and viewable ad fraud-free inventory.
By using The Trade Desk’s Sellers and Publishers 500+ feature, this gave us a 25% increase in viewability while securing 71% more ad opportunities with minimal ad load. It helped ensure our ads were placed in high-quality environments with viewable, fraud-free settings that meet our inventory standards. As a result, we have effectively targeted premium inventory that optimises performance and user experience.
NAMITA JOSEPH
Group Head of Digital, Foxtel
Australia
Australia
“Personalisation is key with omnichannel strategies – to drive seamless brand experiences in a fragmented media landscape.”
With a track record in data-driven success, Namita is a digital leader who seeks to empower the media industry. With over 13 years of experience across media strategy, planning, and buying, she’s shaped successful go-to market strategies for a diverse range of digital media channels. Now, Namita leads the charge in driving new business opportunities at Foxtel Group.
LET’S TALK INNOVATION
PROGRAMMATIC ADVERTISING HAS UNDERGONE SIGNIFICANT CHANGES IN THE PAST FEW YEARS. HOW ARE YOU INNOVATING IN THIS SPACE?
IN AN OFTEN FRAGMENTED MEDIA LANDSCAPE, HOW ARE YOU DRIVING INNOVATIONS THAT ENHANCE THE VALUE AND EFFECTIVENESS OF OMNICHANNEL STRATEGIES?
We’re creating impactful and integrated brand experiences across all consumer touchpoints through a unified first-party data strategy with other teams – engagement, brand, marketing, PR, and media.
With a vast customer database, our data-driven omnichannel strategies maximise engagement – enhancing both prospective and retargeting efforts. For instance, our cross-selling initiatives are enriching customer experiences with complementary products that boost subscriptions.
At the end of the day, personalisation is key. We tailor interactions with relevant content and optimised landing pages, to ensure seamless experiences for higher conversion rates.
With a vast customer database, our data-driven omnichannel strategies maximise engagement – enhancing both prospective and retargeting efforts. For instance, our cross-selling initiatives are enriching customer experiences with complementary products that boost subscriptions.
At the end of the day, personalisation is key. We tailor interactions with relevant content and optimised landing pages, to ensure seamless experiences for higher conversion rates.
HOW DO YOU MEASURE THE SUCCESS OF YOUR OMNICHANNEL STRATEGIES IN DELIVERING A COHESIVE AND EFFECTIVE BRAND EXPERIENCE?
In the short run, we implement a series of brand and conversion lift studies alongside on-platform experiments to evaluate channel effectiveness. For long-term insights, we utilise media mix modelling to assess campaign effectiveness over time – enabling us to identify our optimal channel mix and ROI.
We also have an internal brand health tracker that allows us to monitor key metrics, such as unaided awareness and consideration. This ensures that we maintain a comprehensive understanding of our brand’s performance.
We also have an internal brand health tracker that allows us to monitor key metrics, such as unaided awareness and consideration. This ensures that we maintain a comprehensive understanding of our brand’s performance.
