PHD Australia and Virgin Australia’s Velocity Frequent Flyer have launched a unified Total TV approach for the loyalty program’s latest brand campaign.
The agency and loyalty program aim to reshape how brands connect with audiences using video advertising.
Velocity Frequent Flyer uses Omni Multi-screen Optimiser (MSO), a planning tool developed by OMG, to unify partnerships with major local and global AV platforms through first-party logged-in user data and panel data from VOZ and TV manufacturers to create a single planning system.
The tool lets planners to manage video buys across different AV partners, aiming to maximise attentive reach and frequency. It also includes custom features tailored to each client’s needs.
Ben Lynch, Head of Planning Analytics at PHD said: “We’re incredibly excited by the work we’ve done with Virgin Australia and the Velocity team — they’ve been strong advocates for the evolution of Total AV planning.
“When our teams plan with MSO for clients, they are using a first in-class total AV planning platform providing quality, speed, and granularity, and we believe this puts OMG agencies in the strongest position in Australia to advise clients on cross-screen planning today.”
Combining advanced data and platforms for more efficient media planning, aims to maximise reach while managing costs across broadcast TV, video on demand, and streaming services.
“We are excited about the opportunity to bring broadcast and online video closer together in our planning with Omni MSO,” said Emma King, General Manager Member Engagement and Marketing at Velocity Frequent Flyer.
“The advanced technology will enable us to optimise our investment more efficiently, which is a key objective in our overall strategy.”
PHD’s unified video buying strategy now includes first-party publisher data, replacing older metrics like Target Audience Rating Points with newer measures aligned across channels. This shift supports more consistent planning and improves campaign results.
“This campaign is not just about airing ads; it’s about strategically crafting how and when our clients brand connects with audiences across all screens, maximising our reach and more efficiently deploying our client’s investment,” said Lauren Sawyer, Planning Director at PHD.
“By utilising the latest technologies and data-driven insights, we are setting a new standard for how brands can better leverage TV and online video platforms together.”