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Brand KPIs: IO Direct vs Premium

Telco

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OBJECTIVE

We aimed to drive brand awareness through buys across prominent German premium publishers (Seven One, IQ, Spiegel).
Main KPI: Maximization of in-target reach (18-59) verified via Nielsen OCR

STRATEGY

We moved from direct IO buying to programmatic buying via a Private Market Place implementation.

DATA ACTIVATION

We created new segments within the DMP following the different audience interests, including Music, Sport, Family, Food and so forth.

SOLUTION

We converted direct IO publishers into programmatic deals, and negotiated access and competitive pricing. We also overlayed multipart audiences created via the DMP to amplify KPI and in-target reach.

Optimizing to in-target KPI wasn’t possible via programmatic deals, however, we implemented an OCR study to measure this.

RESULTS

• Final in-target percentage is the same compared to direct IO buys (88%)

• But Programmatic showed an overall better performance:

• Cross border traffic decreased from 16% to 0.57% by implementing additional geotargeting in the DSPs

• Visibility increased from 62% to 70%

• The price (eCPM) dropped from 8.25€ to 6.85€