As the pet food market continues to evolve, Ultima, the pet food brand from Affinity, is solidifying its position through innovative marketing strategies and a commitment to leveraging advanced advertising technologies. The brand recently launched an initiative focused on consolidating novel formats as part of its cross-media campaign, #MásHumanos. According to Arnau Clofent, Director of Marketing at Affinity Petcare, “In the last quarter of 2024, we implemented a key action within our #MásHumanos campaign, focusing on innovative formats. With this initiative, Ultima reinforces its leadership in strategic markets and takes another step in building its brand identity, aiming to maximize awareness and consideration.”
To execute this strategy, Ultima partnered with Arena, its media agency, to utilize Google’s Display & Video 360 (DV360), a programmatic solution for managing and optimizing digital campaigns across multiple formats and channels. This allowed the brand to control and maximize cross-channel frequency across all media, thereby increasing the reach of its advertising campaign. By leveraging DV360’s unified frequency management, brands can plan, purchase, and measure their advertising in a single platform, eliminating silos and making decisions more efficiently. This enabled Ultima to maximize its reach with a consistent presence in its target audience, achieving a significant impact with each consumer interaction.
In its bet on innovative advertising formats, Ultima utilized Atresmedia’s high-impact L-Shape format, which significantly contributes to brand awareness through HbbTV technology. This solution combines digital advertising with traditional television broadcasts, displaying ads in a coordinated manner on both platforms. Unlike traditional formats, the L-Shape format appears at the beginning of the program, when the audience is most receptive, guaranteeing greater attention and reinforcing brand perception at a critical moment in television content consumption.
Atresmedia’s significant presence in the digital television market, with over 27 million unique users, perfectly complements Ultima’s strategy of working with advanced programmatic advertising, utilizing precise segmentation and advanced bidding systems to find the right “pet parents.” The combination of Atresmedia’s innovative L-Shape format and DV360 technology yielded impressive results, with Ultima demonstrating an incremental reach of 94,690 users and over 497,000 impressions in the campaign. As Inés Casañ, Media & Digital Hub Strategist at Affinity Petcare, notes, “Data integration allowed us to precisely measure the action’s impact, solidifying the brand’s data-driven strategy.”
Edu MartÃn, Programmatic Industry Manager at Google, comments, “The campaign we carried out with Ultima and Atresmedia demonstrates the value of developing strategies that combine technology and creativity to achieve effective, results-oriented advertising. By leveraging DV360’s capabilities, we not only optimized advertising investment but also impacted the right audience at the right moment, improving campaign efficiency and performance. This innovative approach reinforces the importance of data integration and automation in media planning.” The success of this campaign highlights the potential of innovative marketing strategies and advanced technologies in driving business growth and brand awareness in the competitive pet food market.
Key Takeaways from the Campaign
- Ultima’s commitment to innovative marketing strategies and advanced advertising technologies has solidified its position in the pet food market.
- The brand’s utilization of Atresmedia’s L-Shape format and Google’s DV360 technology resulted in a significant increase in reach and impressions.
- Data integration played a crucial role in measuring the campaign’s impact and solidifying the brand’s data-driven strategy.
- The campaign demonstrates the importance of combining technology and creativity in achieving effective, results-oriented advertising.
The partnership between Ultima, Atresmedia, and Google serves as a prime example of how innovative marketing strategies and advanced technologies can drive business growth and brand awareness in the competitive pet food market. As the market continues to evolve, it will be interesting to see how other brands adapt and innovate to stay ahead of the curve.