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PHD Hong Kong embeds Knorr ads into myTV SUPER programs

Knorr – one of Unilever’s food brands which produces dehydrated soups and meal mixes – has embedded its ads into programs on the myTV SUPER platform.

The campaign was delivered by PHD Hong Kong, with in-video ad insertions reaching a potential audience of six million viewers in Hong Kong.

PHD said it was a market-first initiative which enabled the brand’s ‘The Irreplaceable Home Taste’ campaign to appear in popular video at scale, without disrupting the viewing experience.

Explaining how the campaign works, a media release from the agency said: “The partnership [with myTV SUPER platform and AI platform Mirriad] facilitates the natural blend of content through an AI-based algorithm from Mirriad, capable of identifying the right moments and placement spots in myTV Super’s existing premium content. This allows brands to reach local Hong Kong consumers at scale during pivotal moments of emotional engagement.”

Cecilia Tang, food director at Unilever Hong Kong and Taiwan, said campaigns of this kind were entering a new era.

“This cooperation signifies that multi-media execution has entered a new era. This new technology provides advertisers with innovative solutions to drive brand awareness and strengthen ad recall in a highly-engaged context along the consumer journey,” she said.

Benjamin Li, head of online advertising sales at myTV SUPER, said growing revenue should not come at the expense of the integrity of content or sacrifice the viewing experience.

“Native in video, an innovative new ad format, opens new revenue streams and opportunities for advertisers, allowing them to engage with audiences while maintaining the joys and delights of the content’s storyline,” he said.

Clement Chung, managing director of PHD Hong Kong, added: “The industry has long known that highly engaging content brings about higher ad memorability. Through our relentless drive to leverage the latest technology, PHD has found a better way to deliver seamless contextually relevant brand-story interactions at scale for its clients.

“Working together with Unilever, the team has unlocked an opportunity for Knorr to integrate its branded messaging into some of Hong Kong’s most popular programs in a completely unique – yet un-skippable – manner.”

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