/ Cases /
Video Online Campaign
Media & Entertainment
OBJECTIVE
Our main KPI was to generate trailer views, and our secondary KPI was to generate qualified traffic to the microsite, while being aware of the importance of brand safety and the problems faced regarding this issue in other markets with planned domains.
STRATEGY
We activated the First look price model in order to drive impressions on specific sites, with a preferred deal and private auction system to bid on premium publishers and an open auction in Affiperf’s WhiteList to generate a high volume.
We ran our operations through three DSPs: Mediamath, Appnexus and DBM to optimize the budget and move it across the different DSPs, and to have access to a richer inventory.
DATA ACTIVATION
We used Third Party Data providers to reach different targets (women, teenagers and users aged 18-45) through Peer39, Adara and BlueKay.
SOLUTION
We set up a list of keywords linked to the movie and the different campaign targets in order to generate impressions and maximize the campaign’s reach.
RESULTS
• High VTR (over 80%) as the campaign was delivered to targeted audiences through specific websites, premium publishers and our WhiteList • Traditional campaign: 57% target views / Programmatic campaign: 85% target views • 240,000 unique users added to a new client cluster ready to be used for future campaigns.
