Ad Effectiveness Library - IAB Europe https://iabeurope.eu Interactive Advertising Bureau Mon, 23 Oct 2023 11:30:58 +0000 en-GB hourly 1 https://wordpress.org/?v=6.5.4 https://iabeurope.eu/wp-content/uploads/cropped-IAB-LOGO-1-150x150.png Ad Effectiveness Library - IAB Europe https://iabeurope.eu 32 32 Research Awards - Brand Advertising Effectiveness Winner https://iabeurope.eu/research-awards-brand-advertising-effectiveness-winners-2/ https://iabeurope.eu/research-awards-brand-advertising-effectiveness-winners-2/#respond Mon, 23 Oct 2023 10:53:47 +0000 https://iabeurope.eu/research-awards-brand-advertising-effectiveness-winners-3/  

Category: Brand Advertising Effectiveness
Award: WINNER
Company: Kantar Millward Brown
Project: KMB BrandLift: AOL, Cadbury Buttons ‘Memory Lane’

 

Browse or download the case study below:

Get the slides here.

 

]]> https://iabeurope.eu/research-awards-brand-advertising-effectiveness-winners-2/feed/ 0 Mindshare Turkey for Unilever: multi-brand programmatic out-of-home https://iabeurope.eu/mindshare-turkey-for-unilever-multi-brand-programmatic-out-of-home/ https://iabeurope.eu/mindshare-turkey-for-unilever-multi-brand-programmatic-out-of-home/#respond Thu, 08 Mar 2018 00:00:00 +0000 https://iabeurope.eu/mindshare-turkey-for-unilever-multi-brand-programmatic-out-of-home/
While FMCG advertisers have broad audiences, there are certain real-life conditions that resonate heavily with certain brands. To add, the huge array of data on consumer behaviour in a real-time context, and programmatic activation technology, has brought about a new age of possibilities in digital out-of-home.

 

Using European DSP Platform 161 and the programmatic digital out-of-home exchange Awarion, Mindshare Turkey was able to make these moments count, running real-time campaigns for a number of their brands, using three different networks for each brand when the conditions were perfect - whether that be data on audience, the time of day or weather conditions. Data-driven HTML5 creatives were used to make it all count and grab the attention of passers by in a split second. One creative became many across the DOOH networks in this groundbreaking, highly efficient campaign that resulted in Unilever adopting a completely new approach to this medium.

 

Watch the case study here.
]]> https://iabeurope.eu/mindshare-turkey-for-unilever-multi-brand-programmatic-out-of-home/feed/ 0 Mindshare Turkey for MAC Cosmetics https://iabeurope.eu/mindshare-turkey-for-mac-cosmetics/ https://iabeurope.eu/mindshare-turkey-for-mac-cosmetics/#respond Fri, 23 Feb 2018 00:00:00 +0000 https://iabeurope.eu/mindshare-turkey-for-mac-cosmetics/ As more digital out-of-home inventory becomes buyable programmatically, new use cases are appearing. Mindshare Turkey ran a month-long campaign for MAC Cosmetics on the digital out-of-home inventory integrated to the Awarion programmatic OOH exchange in two busy malls where the brand has stores.

As research shows, proximity of out-of-home positively correlates to store visits for advertisers. With data coming from the brand's store analytics platform on how many visits and purchases were occurring on an hourly basis, optimisation on when and how frequently to buy DOOH became possible. Using Platform 161 DSP, real-time changes to the campaign was possible without the need for manual communication.

In addition to the targeting strategy, a creative strategy was deployed in order to show the right creatives at quiet and busy moments of stores. The results of this programmatic OOH campaign optimised to first-party data was staggering; week-on-week sales increased 28% compared to 13% at malls where non-programmatic DOOH buys were carried out through traditional insertion order buys.

Watch the case study here.

]]> https://iabeurope.eu/mindshare-turkey-for-mac-cosmetics/feed/ 0 OMD Turkey for Hewlett Packard https://iabeurope.eu/omd-turkey-for-hewlett-packard/ https://iabeurope.eu/omd-turkey-for-hewlett-packard/#respond Fri, 23 Feb 2018 00:00:00 +0000 https://iabeurope.eu/omd-turkey-for-hewlett-packard/ HP's Sprocket printer product has a niche set of target audiences: travel enthusiasts and students. By running programmatic digital out-of-home campaigns through Platform 161 DSP and data on these audiences coming in from a proximity marketing company, Blesh, OMD Turkey left the campaign on auto-pilot to run in two malls when the target audiences were highly concentrated.

The real-time targeting was possible through Blesh's integration with Awarion's out-of-home exchange, enabling immediate activation of a campaign based on such criteria. By executing a campaign this way, OMD was able to create significant media efficiency for their client and show different creatives for each target group, whenever one was higher than the other. Since the campaign was run from a DSP, lat-long targeted line items for the digital realm ran in-sync to the programmatic OOH campaign, targeting these audiences through multiple channels and creating a unified point of media buying and reporting.

Watch the case study here.

]]> https://iabeurope.eu/omd-turkey-for-hewlett-packard/feed/ 0 Oracle Data Cloud and Zenith: Oracle Audiences deliver a blockbuster performance https://iabeurope.eu/oracle-data-cloud-and-zenith-oracle-audiences-deliver-a-blockbuster-performance/ https://iabeurope.eu/oracle-data-cloud-and-zenith-oracle-audiences-deliver-a-blockbuster-performance/#respond Thu, 14 Dec 2017 00:00:00 +0000 https://iabeurope.eu/oracle-data-cloud-and-zenith-oracle-audiences-deliver-a-blockbuster-performance/ To increase consideration for specific film and DVD releases, Entertainment clients should always start with the highest value audience. Zenith was tasked by a global entertainment distribution company to find new ways to engage with audiences across the drama and romantic film genres. They chose Oracle Data Cloud’s premium audience solution, Oracle Audiences, and a network of branded data partners. The result was a blockbuster performance that outpaced the competition.

 

Oracle Data Cloud is all about helping advertisers connect with the right customer, personalize every interaction, and measure the effectiveness of each engagement. We aggregate, analyze and activate customer data and put it to work for you. Powered by Oracle ID Graph, we create true cross-channel consumer understanding. So you can know more about who your customer are, what they do, where they go, and what they buy.

]]> https://iabeurope.eu/oracle-data-cloud-and-zenith-oracle-audiences-deliver-a-blockbuster-performance/feed/ 0 AOL and Videobeet: Videobeet boost revenue with ONE by AOL https://iabeurope.eu/aol-and-videobeet-videobeet-boost-revenue-with-one-by-aol/ https://iabeurope.eu/aol-and-videobeet-videobeet-boost-revenue-with-one-by-aol/#respond Mon, 13 Nov 2017 00:00:00 +0000 https://iabeurope.eu/aol-and-videobeet-videobeet-boost-revenue-with-one-by-aol/ With over 23 million active unique users per month, and hundreds of publisher relationships, Videobeet are one of the biggest video networks and inventory sources in Italy.

Utilising ONE by AOL: Analytics’s deal functionality, Videobeet have gained the ability to better package their inventory to respond to specific requests from buyers.

ONE by AOL: Analytics provides game-changing insights across inventory audiences, cross device composition, deal performance and profitability and is packaged in an easy-to-use user interface.

Browse or download the case study below:

 

Oath, a subsidiary of Verizon, is a values-led company committed to building brands people love. We reach over one billion people around the world with a dynamic house of 50+ media and technology brands, including TechCrunch, BrightRoll, HuffPost and Yahoo Sport. A global leader in digital and mobile, Oath is shaping the future of media.

Our media brands deliver the content consumers want, and our platforms help you reach your advertising goals across every channel and format. Our mission is simply to engage our global audience with meaningful content and innovative ideas.

Our Oath is to create brand love. What’s yours?
]]> https://iabeurope.eu/aol-and-videobeet-videobeet-boost-revenue-with-one-by-aol/feed/ 0 AOL and Reach Audience: Rich Audience double deal revenue with ONE by AOL https://iabeurope.eu/aol-and-reach-audience-rich-audience-double-deal-revenue-with-one-by-aol/ https://iabeurope.eu/aol-and-reach-audience-rich-audience-double-deal-revenue-with-one-by-aol/#respond Mon, 13 Nov 2017 00:00:00 +0000 https://iabeurope.eu/aol-and-reach-audience-rich-audience-double-deal-revenue-with-one-by-aol/ With a portfolio including over 300 direct publishers and 1000 properties, Rich Audience is quickly becoming the go-to network for Spain and now Latin/Central America. Rich Audience’s clients benefit from brand safe inventory, important data and high impact impact formats.

Since turning on ONE by AOL: Analytics with ONE by AOL: Video Rich Audience have seen a 40% increase in the number of buyers and have more than doubled (2x) their deal revenues.

ONE by AOL: Analytics provides game-changing insights across inventory audiences, cross device composition, deal performance and profitability and is packaged in an easy-to-use user interface.

 

Oath, a subsidiary of Verizon, is a values-led company committed to building brands people love. We reach over one billion people around the world with a dynamic house of 50+ media and technology brands, including TechCrunch, BrightRoll, HuffPost and Yahoo Sport. A global leader in digital and mobile, Oath is shaping the future of media.

Our media brands deliver the content consumers want, and our platforms help you reach your advertising goals across every channel and format. Our mission is simply to engage our global audience with meaningful content and innovative ideas.

Our Oath is to create brand love. What’s yours?
]]> https://iabeurope.eu/aol-and-reach-audience-rich-audience-double-deal-revenue-with-one-by-aol/feed/ 0 Affiperf and Oracle Data Cloud: A winning equation = first + third-party data https://iabeurope.eu/affiperf-and-oracle-data-cloud-a-winning-equation-first-third-party-data/ https://iabeurope.eu/affiperf-and-oracle-data-cloud-a-winning-equation-first-third-party-data/#respond Wed, 08 Nov 2017 00:00:00 +0000 https://iabeurope.eu/affiperf-and-oracle-data-cloud-a-winning-equation-first-third-party-data/ Combining first and third-party data boosts return on investment. Affiperf was challenged by a travel brand to drive a consistently high volume of ticket sales each month. First-party data, whilst valuable, could not deliver the scale needed to drive these new ticket sales. Affiperf leveraged Oracle Data Cloud’s advanced Modeling 360 solution to find new customers efficiently. Modeling 360 used the brand’s first-party data and Oracle’s third-party assets to locate their best prospects and increase online conversion performance.

 

Oracle Data Cloud is all about helping advertisers connect with the right customer, personalize every interaction, and measure the effectiveness of each engagement. We aggregate, analyze and activate customer data and put it to work for you. Powered by Oracle ID Graph, we create true cross-channel consumer understanding. So you can know more about who your customer are, what they do, where they go, and what they buy.

Contact Oracle Data Cloud

]]> https://iabeurope.eu/affiperf-and-oracle-data-cloud-a-winning-equation-first-third-party-data/feed/ 0 MIXX Awards Europe - Effective Use Of Data Winners https://iabeurope.eu/mixx-awards-europe-effective-use-of-data-winners/ https://iabeurope.eu/mixx-awards-europe-effective-use-of-data-winners/#respond Sun, 21 May 2017 23:00:00 +0000 https://iabeurope.eu/mixx-awards-europe-effective-use-of-data-winners/

Category:

Effective Use Of Data

Award:

GOLD

Agency:

Mindshare Turkey & Maxus Turkey

Campaign:

Typo Domains By Nescafé

 

Watch it here.

 

Category:

Effective Use Of Data

Award:

SILVER

Agency:

MediaCom – die Kommunikationsagentur GmbH

Campaign:

CUTOEBB Geo Localised Ads

 

Watch it here.
 

 

Category:

Effective Use Of Data

Award:

BRONZE

Agency:

OMD Programmatic

Campaign:

The strength of a data driven marketing strategy

 

 

Watch it here.
 

]]> https://iabeurope.eu/mixx-awards-europe-effective-use-of-data-winners/feed/ 0 Research Awards - Brand Advertising Effectiveness Winner https://iabeurope.eu/research-awards-brand-advertising-effectiveness-winners/ https://iabeurope.eu/research-awards-brand-advertising-effectiveness-winners/#respond Sun, 21 May 2017 23:00:00 +0000 https://iabeurope.eu/research-awards-brand-advertising-effectiveness-winners/  

Category: Brand Advertising Effectiveness
Award: WINNER
Company: Kantar Millward Brown
Project: KMB BrandLift: AOL, Cadbury Buttons ‘Memory Lane’

 

Browse or download the case study below:

Get the slides here.

 

]]> https://iabeurope.eu/research-awards-brand-advertising-effectiveness-winners/feed/ 0 MIXX Awards Europe - Grand Prix Winner https://iabeurope.eu/grand-prix-winner/ https://iabeurope.eu/grand-prix-winner/#respond Sun, 21 May 2017 23:00:00 +0000 https://iabeurope.eu/grand-prix-winner/

Category :

GRAND PRIX

Agency :

Mindshare Turkey

Campaign:

Spark Brilliance

 

Watch it here.

]]> https://iabeurope.eu/grand-prix-winner/feed/ 0 MIXX Awards Europe - Mobile Advertising Winners https://iabeurope.eu/mixx-awards-europe-mobile-advertising-winners/ https://iabeurope.eu/mixx-awards-europe-mobile-advertising-winners/#respond Sun, 21 May 2017 23:00:00 +0000 https://iabeurope.eu/mixx-awards-europe-mobile-advertising-winners/

Category:

Mobile Advertising

Award:

GOLD

Agency:

Pure New Media, Nmobs,

KoçZer

Campaign:

Keep Your Eyes On The Road While You Are Driving

 

Watch it here.

 

Category:

Mobile Advertising

Award:

SILVER

Agency:

These Days

Campaign:

The Disposable CamerApp

 

Watch it here.

 

Category:

Mobile Advertising

Award:

BRONZE

Agency:

Mindshare Turkey

Campaign:

Spark Brilliance

Watch it here.
 

]]> https://iabeurope.eu/mixx-awards-europe-mobile-advertising-winners/feed/ 0