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.
“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.”
