Results
At Adform, we've proudly partnered with Publicis to help Pilsner Urquell adapt to the evolving media landscape. As viewers shifted from traditional TV to Video on Demand (VOD), we saw an opportunity to change the game. By leveraging our programmatic Connected TV (CTV) supply alongside Publicis' network of premium publishers, we ensured Pilsner Urquell maintained strong visibility on large screens. Our strategy allowed precise audience targeting while protecting the beer company’s image by scheduling ads after 9 PM, ensuring a brand safe environment.
Average Video Completion Rate
Video Quality Full HD or Higher
Brand Safety
Why Adform:
At Adform, we’ve been a trusted partner of Publicis for years, and a leading force in the Czech programmatic market, especially in the CEE region, where we've set the gold standard in ensuring unmatched brand visibility. How? By delivering frequency management and precision in measurement. Through our long- standing relationship, we’ve ensured that Publicis’ ad dollars haven’t been wasted. It’s because of this trust that together with Publicis we have explored opportunities in Connected TV (CTV).
Challenges:
Pilsner Urquell, a globally recognized beer brand and key client of Publicis, encountered the difficulty of reaching an audience in the Czech market that was increasingly migrating from traditional television to Video on Demand (VOD) platforms. As the availability of linear TV spots diminished, it became essential for the brand to sustain premium visibility on large screens. Furthermore, a critical priority for Pilsner Urquell was to prevent their ads from being viewed by children.
Solution:
By leveraging our programmatic CTV inventory along with Publicis' extensive network of vetted publishers, Pilsner Urquell successfully delivered high-quality CTV video ads on TV screens in the Czech Republic. This approach effectively reached valuable viewers who had moved away from traditional TV.
Additionally, our method offered Pilsner Urquell significant control over where their ads appeared. Through the use of contextual targeting to match ads with suitable content and restricting ad placements to after 9 PM, we created a brand-safe environment that minimized the likelihood of children being exposed to Pilsner Urquell’s advertising.
Jakub Peterka
Digital Media & Communication Supervisor, Plzeňský Prazdroj
“We want to serve not only beer, but also ads of the highest quality, so when the opportunity to be the first to test CTV came up, we jumped at it. The result of the test was really good, but more important for us is the potential of this platform, which we want to explore further.”
Martin Palounek
Programmatic Specialist, Publicis Groupe
“CTV is a promising advertising channel with great potential for brands. Even though platforms like Netflix and Disney haven't yet introduced their ad-supported tiers in the Czech market, we already have plenty of inventory options for big screens. This test confirmed that we're getting high-quality placements that are perfect for Pilsner Urquell ads.”