To coincide with the launch of Seven’s Big Brother, creative performance company Kargo has announced the findings of its launch campaign for the program, utilizing the advertising industry’s only mobile, 100% share of voice Branded Takeover solution.
Working with a variety of publishers, Channel 7 harnessed Kargo’s Branded Takeover campaign during promotion for the new season of Big Brother.
Seven and its digital media agency Kaimera sought to use Kargo’s branded takeover to cut through the clutter of other advertisements and, for the first time, gain 100% share of voice across several mobile URLs with this groundbreaking made-for-mobile creative which highlighted the new, refreshed Big Brother brand and shone a spotlight on key housemates from the upcoming series.
With the game-changing Branded Takeover execution, Kargo has found a way to successfully replicate the large-scale impact of the desktop homepage takeover but do so on an article basis across multiple publishers, while enhancing performance through targeting and frequency capping. Previous campaigns have surpassed industry benchmarks by 2-3x in categories including CTR, viewability, awareness and recall.
Big Brother has delivered exceptional results for Seven across Broadcast, BVOD and on social. Seven has won the key demographics of 25-54s and 16-39s every week Big Brother has been broadcast and achieved strong year on year growth in those demos. 7plus has cemented its position as the top commercial FTA BVOD service, breaking records and averaging a 50% share of the market thanks to Big Brother.
The impact of the Branded Takeover was measured using Kargo’s proprietary Brand Research tool, and the results exceeded expectations. Audiences who were exposed to the ad execution were found to be twice as likely to watch the show, compared to those who did not view the Branded Takeover ad.
For advertisers, a huge benefit of the Branded Takeover is the CPM pricing structure. Traditionally, desktop takeovers are sold as a sponsorship fixed cost and the high buy-in can be a deterrent for advertisers with limited budgets. Because Branded Takeovers are a full-page takeover, not a total inventory buyout, Kargo is able to offer this execution on a standard impression basis, making it more affordable and accessible for brands.
“Takeovers have been a tactic in advertising for decades, but until now, there has not been a solution that has met adtech’s automated evolution and crossed over to mobile audiences,” said Robert Leach, Kargo’s general manager in APAC. “With this execution, in order to best deliver on a client’s KPIs, advertisers have the incredible ability to either flight the takeover to run over an extended period of time or conduct event-specific takeovers, relevant to their brand, creating a higher share of voice during specific moments in time.”
