/ Cases /
Driving Sales With Programmatic
Consumer Goods
OBJECTIVE
Working the marketing funnel through programmatic, our clear KPI was:
ROAS – 200% branding and 1000 performance.
CPA – 5% branding and10% performance
Reach improvement – 10%
STRATEGY
We made an action plan which included a mix of Branding and Performance. We used Programmatic Guaranteed and Preferred Deals for the Branding side of our action plan, and Preferred Deals, PMPs and Open RTB for the Performance side.
DATA ACTIVATION
We used 1st, 2nd and 3rd party data through all campaign (client homepage, behavioral and socio-demo data). The typologies we used were:
1st Party Data: ECI Web, ECI Campaign, Client CRM (RT-) and the Newsletter
2nd Party Data: Behavioural, Millennials, Home & Deco, Real Estate and Technology
3rd Party Data: Female 25-44, Female 45-64, Male 25-44 and Male 45-64
SOLUTION
We used branding formats such as Site Skin in programmatic and by boosting preferred deals we increased our results.
We also combined socio-demo with interests data, using dynamic ads with different frequency strategies that allowed us to increase the results in terms of ROAS and CPL.
RESULTS
• We increased ROAS in branding by 938% and in performance by 3880% • We increased CPA in branding by 8.3% and in performance by 20.25% • We increased our reach
