Cadreon and Initiative Create Australia’s First Automated Home Page Take Over

Cadreon and Initiative Create Australia’s First Automated Home Page Take Over
SHARE
THIS



IPG Mediabrands agency Initiative and specialised marketing services platform Cadreon have combined to engineer Australia’s first automated home page take over, appearing on Mi9 for Industry Super Australia.

The move into automated home-page takeover (HPTO) ads signals a new level of cooperation between trading desks, media communications agencies and Australia’s premium content creators and providers. The Cadreon team used new technology in automated buying and identified Mi9 as an ideal partner for a HPTO, then worked with Initiative to secure the buy. It is the next significant forward step for Cadreon, which in April was a leader in the introduction of programmatic buying for the outdoor industry.

Ninemsn - HP Cadreon

“Mi9 is fully on board with this move to more premium, brand-focused programmatic executions as it starts to bring to life the real value of programmatic when combined with premium content and audiences,” said Jeremy Neyman, Mi9’s new director of programmatic trading. “We are constantly looking at new ways for clients to more deeply engage with our audiences and to push the boundaries of what’s possible in programmatic. Cadreon are very much aligned to this thinking, allowing us explore new ways of delivering our assets with mutually beneficial outcomes and we’re excited to see where this first step will take us.”

The HPTO ad was created by ISA creative agency The Shannon Company.

Marc Lomas, managing director of Cadreon, said: “The opportunities are endless when we start combining the smarts of programmatic trading and the valuable audiences and environments of our most well-known publishers. They are demonstrating their advanced thinking and willingness to trial new trading frontiers.”

Latest News

Dan Gregory’s Five Tips For Effective Collaboration
  • Opinion

Dan Gregory’s Five Tips For Effective Collaboration

In this guest post, CEO of The Impossible Institute, Dan Gregory (main photo), says if you’re lost for inspiration then two heads – even 100 heads – are always better than one… The implementation of effective collaboration leading the generation of results has been well documented, but there is one example that comes to mind – this […]

Opinion

by B&T Magazine

B&T Magazine
Poll Reveals What Journalists Fear the Most
  • Media

Poll Reveals What Journalists Fear the Most

A global poll of journalists from 52 countries has identified declining ad revenues as the profession’s number one concern. Staff cuts came second and the dreaded “fake news” came in at third. The poll was conducted by German press organisation Impressum and asked respondents the three questions below: In one word, what defines journalism in your […]

by B&T Magazine

B&T Magazine
Aussie Adland’s Brightest Come Together To Crystal-Ball Trends In Creative & Marketing
  • Advertising
  • Marketing

Aussie Adland’s Brightest Come Together To Crystal-Ball Trends In Creative & Marketing

A new Aussie study – based on the views of some of adland’s brightest – has concluded that data and technology is bringing agency creatives and marketers far closer together. The study, titled Joining The Dots: The Future Of Creativity, was conducted by PwC and Google and included the opinions of 15 industry thought leaders […]

by B&T Magazine

B&T Magazine
Aussie Study: Brands With An Excellent Reputation Can Charge Almost 10% More
  • Marketing

Aussie Study: Brands With An Excellent Reputation Can Charge Almost 10% More

Consumers are willing to pay more for products that not only have the features they want but also are delivered by businesses with a good reputation, a new Australian study has found. The study (which you can read in full here) was done by researchers at the University of Technology Sydney (UTS), puts a price on reputation […]

by B&T Magazine

B&T Magazine
P2P Transport Limited Becomes Australia’s Largest Taxi Advertising Network
  • Media

P2P Transport Limited Becomes Australia’s Largest Taxi Advertising Network

The acquisition of Nonstop Media by ASX-listed P2P Transport Limited will create Australia’s largest taxi advertising network. Adflow, P2P Transport’s advertising division, will take control of all acquired media assets to complement its growing fleet of digital rooftop signage, vehicle wraps and in-vehicle entertainment products across Australia. The acquisition grows Adflow’s footprint substantially by adding […]

UNSW Partners With Adobe To Transform Its Digital Ecosystem
  • Marketing
  • Technology

UNSW Partners With Adobe To Transform Its Digital Ecosystem

Computer software giant Adobe has announced a partnership with UNSW Sydney that will see Adobe Experience Cloud implemented across the university’s global digital ecosystem. The partnership with Adobe is part of a five-year overhaul of UNSW’s digital ecosystem designed to boost its reputation as a top 50 global university through improved integrated marketing capabilities and […]