Jury Rapport – Performance/Activation

Category: Performance/Activation

Shortlist: BLUE MANGO INTERACTIVE – AI supercharging American Express

OMD – Renault’s Improved Always-On Consumer Funnel

OOGST – Postcode Loterij, Miljoenenjacht “Jouw gelukskoffer”

Winner: OMD – Renault’s Improved Always-On Consumer Funnel


Shortlist 1 – BLUE MANGO INTERACTIVE – AI supercharging American Express

Objective/Briefing

Current Demand Side Platforms (DSPs) are one-size-fits-none with little room for customization and have difficulties harnessing today’s data complexity and are still highly manual to operate. BMI explored how to create additional performance and reduce waste for its clients through the use of a customizable technology solution that allowed the organization to layer on its granular data insights and advanced buying strategies.

Execution

Blue Mango chose to run a test for American Express using the AppNexus Programmable Platform (APP). BMI built its proprietary BidWiser product, a technology using Artificial Intelligence to automatically create self-learning algorithms that process tens of variables alongside the client’s unique historical data, executing hundreds of bidding strategies created specifically for American Express, based on factors like time, location, device information, inventory, browse behaviour and viewability.  The only necessity is the campaigns Log Level Data and the data science model starts building and learning itself, including the push to the AppNexus DSP. Artificial Intelligence was essential in order to process the vast amounts of log level data in real-time and to create additional ROI by reaching new levels of depth in targeting that are not possible by manual interference. In order to make complex bid decisions on a per-impression basis the use of RTB was crucial.

Blue Mango tested a line item enabled by BidWiser technology against a manual operated line item controlled by one of its top campaign managers for one month, splitting User IDs to have a proper A/B testing.

Results

The BidWiser line item significantly outperformed the manually operated line item, both in terms of performance and operational efficiency. CPA cost went down by 16% and the time reduction was at 81%.

Jury Feedback

Very sophisticated and innovative execution, leveraging the functionalities of programmatic buying (data and technology) on a very high level, showing great results. However, not all DSPs offer that technological solution and it only works with access to that product, to log level data and when resources are available. Unfortunately it is not a solution that can be adapted by the entire market. Information and focus on the American Express campaign objectives itself where missing and it is rather focussed on the solution (solution category!) and not so much on the case itself.

 

Shortlist 2 – OMD – Renault’s Improved Always-On Consumer Funnel

Objective/Briefing

Buying a car is a large investment and in most cases result in a 6 month research. The average consumer’s final decision can be highly influenced by a brand’s engagement strategy within the orientation phase, as well as financial status and lifestyle conditions.

With this in mind, OMD has been challenged to review Renault’s display activities participating within the orientation phase and define the best strategy to improve consumer engagement across car models. All with the aim to drive brand exposure and strong influence on the brand and car models.

Execution

OMD learned that most test-drive requests came from people who previously have interacted with the car-builder. With these insights, along with defined KPIs on CPA for hard and soft conversions, OMD fragmented communication efforts within their remarketing activities to reinforce consumer re-engagement in the orientation phase and as a result deliver higher volumes of test-drives.

They changed their always-on remarketing set-up to a full funnel strategy with tailored communication (dynamic creatives) across all funnel and consumer engagement stages.

By adding a new layer to their remarketing activities and increase mid-funnel conversions (e.g. soft-conversions), they ensured to drive consumer experience by aligning communication to the individual and relevant research stage the user might be in, instead of aiming to force quick actions that can result on brand damaging experiences.

They developed a smart and very granular audience segmentation, communication strategy and audience funnel flow.

Results

OMD improved both Soft- and Hard conversion targets. By following this approach, OMD established new mid-funnel consumer interaction that had proof to have a real impact in long-term hard-conversion. Results show a significant improvement on performance compared to previous periods.

Jury Feedback

Great overview on how the campaign was set-up and how the new strategy got implemented. The case was very complete from KPIs, research, strategy, execution, optimization and results. The case shows how essential programmatic advertising for the usage of data an custom communication was and it is scalable for the entire market.

 

Shortlist 3 – OOGST – Postcode Loterij, Miljoenenjacht “Jouw gelukskoffer”

Objective/Briefing

The goal was to get as many additional participants for the Nationale Postcode Loterij during the Miljoenenjacht campaign in 2018 with an equally high budget as for the campaign in 2017. The challenge here is to translate the TV concept as efficiently and effectively as possible into a campaign in the online channels.

Execution

The well-known game element of the final player in the TV program Miljoenenjacht was redirected to online and let consumers choose a golden case with the corresponding number. In phase one (prospecting) the goal was to build up as many profiles with personal numbers connected to the cookie ID in the DMP to target the most relevant target group.

In the awareness and prospecting phase, the broadest possible target group is targeted: only existing participants are excluded from the DMP. In phase 2 (sales/retargeting) the personal suitcase preference/number was shown in the creatives on various online channels and on the langing pages for relevance and the goal for the highest conversion rate possible.

The use of programmatic advertising ensures that the users always get to see a relevant creative on various channels. Among other things, the following ads were used: eg interactive online video, APTO, billboard and a Facebook collection ad. All ads were used in an innovative and creative way.

Results

Through the use of programmatic advertising (display, social, video) the number of lots more than doubled compared to 2017. The use of the chosen and personalized ads in the awareness and prospecting phase resulted in an uplift in CTR across different formats, resulting in large target groups of non-participants being built up. Retargeting with the chosen suitcase resulted in an significant increase in the conversion percentage and the CTR. The results of this campaign have ensured that the choice of suitcases will be the most important game element for the future.

Jury Feedback

Great campaign strategy and execution, but rather for the data driven creative category than in performance. We’ve seen those campaigns before and elements from campaign optimization for the target groups and performance were missing (example day: of the week, leveraging additional 1st or 3rd party data for targeting like behavioral, age and gender, etc.)


Winner evaluation

OMD – Renault’s Improved Always-On Consumer Funnel

Unanimous Jury rating (highest in that category): 3,83 (out of 5)

The strategic approach, the data that was collected and used across different engagement groups, the new layer of remarking/ proven impact from mid-funnel activities to conversions, the dynamic creatives/communication and the clear results on the KPI’s – all was very well explained and executed. Renault/OMD seem to really understand and keep evolving their strategies to maximize the experience, keep cost low and drive results. It was clear why programmatic was essential for the success of this case.