Borusan Otomotiv - BMW
BMW 4 Series Addressable TV
Awards: Programmatic Advertising (Silver)
Campaign summary
We run a data-oriented Programmatic Addressable TV campaign through HBBTV protocol. With the help of cross device technology it is supported with retargeting strategies through social media and web channels.
All creatives were actionable and user was able to engage with creative with TV’s remote control and expand creative to designed microsite and able to fill the form. All forms feed CRM system directly with the API connection between microsite and CRM.
Campaign used digital data sources such as website visitors, campaign clickers as a benefit of DSP’s cross device technology, and also used DSP’s targeting options such as city, frequency, time, creative targeting options and also optimized the campaign based on all possible variables and generated as much as possible forms. Also campaign optimized based on offline quality of each forms.
As a result, we aim to have a data-oriented, real time actionable and optimizable TV campaign and we designed campaign strategy according to our aim and had a very successful campaign with more than 800 forms generated through smart TV devices.
Mindshare
Freestyle - HBB TV Cross Screen Integration
Awards: Programmatic Advertising (Bronze)
Campaign summary
In Turkey, the number of fixed/broadband internet subscribers reached almost 13 million. However, the researches show that, even though it offers economic advantages, subscribers don’t want to sign up for a 24-month commitment, unless they get to try the service first. Vodafone was the first internet provider offering “Zero withdrawal fee during the first 3 months”. We wanted to deliver this impactful consumer benefit with a strong targeting strategy and measure the business return. TV’s still the mainstream ad channel. In this campaign, we’ve also used Programmatic TV and we targeted Non-Vodafone users who were in search of home-internet. We targeted the rival internet service providers’ users through Programmatic TV as a tactical media usage. Those of whom we grabbed their attention to try “Vodafone Home Internet”, pushed the red button on their remote-control and left their contact details easily.
At the end of this campaign, through TV targeting, we reached 372.000 unique users and through TV&Web Cross targeting, we have retargeted 126.000 non-responders across digital channels. Ad investment conversion rate realized as 2.5% for Programmatic TV and we achieved 11.40% conversion rate in total.
Universal McCann
Toyota Hybrid Cars Programmatic OOH
Awards: Programmatic Advertising (Bronze)
With no other brand in Turkey (except Toyota) producing hybrid engine technology, consumers were still very new to this tech. There was also misinformation about hybrid engines. Universal McCann carried out a campaign with extensive and informative messages to raise awareness of Toyota’s hybrid vehicles and implemented a data driven OOH campaign.
MOSQI.TO
Painless banking for everybody
Awards: Search Advertising (Silver)
MOSQI.TO together with ING Bank Śląski and Google specified 20 most frequently asked financial questions on Polish Google.
As an answer, MOSQI.TO created series of videos on: “how to invest in real estate?”, “how to choose mortgage?” etc.
This video content won ING Bank Śląski number 1 on Polish YouTube and was viewed more than 4 000 0000 times (so far), not so bad for a financial institution!
Mindshare Poland
AXE - WHAT'S YOUR MAGIC?
Awards: Social Media (Bronze)
Campaign summary
We listened to our consumers who, in response to the Axe Find Your Magic campaign, said they want to show the world what THEIR magic is about. We gave them a chance to do that. We created a local campaign, during which we showed ordinary men with some extraordinary hobbies. Materials created as part of the “What's your magic?” campaign were watched over 13 million times. At the same time, the materials created by the vloggers from ABSTRA TV, which are popular among our target group, reached around 5 million views.
1. Objectives and Strategy
Axe defined attractiveness as great look and popularity among women. In 2015 the market share reached only 5.2% - consumers rejected AXE as they stopped to believe in it.
In 2016 started new Find Your Magic communication: to convince boys that everyone has some special & attractive talents and AXE just emphasize it. We targeted men aged 17-35 who want to show their magic to the world, who appreciate authentic content.
They hate marketing bullshit. They carefully build their social image, rarely like, comment or share content. They are incredibly hard to attract adblockers (IR Center 2016: in the 15-24 age: 36%, and in the 25-34: 26%).
The idea was to create branded but credible content. KPIs: 16,000 interactions and 400,000 organic material views. Finally to change the brand image on the modern/up to date attributes (KPI: +2 points in each of the age segments : M16-24 and M25-35).
2. Execution and Media
Young men value brands that speak their language. They wrote to us with suggestions to create videos about their hobbies. We responded and announced the competition. Sokół encouraged to take part in it, which was a distinguishing feature of previous communication. In addition, our narrator was great at social media and we treated his channels as an additional carrier of the created content.
Based on the entries, we recorded 3 materials with stories told with Sokół voice - showing that the passion is sexy. Our characters don’t look like models - still became our heroes as men are attractive when they have a passion that excites them.
From media POV we used potential of remarketing, precise targeting, adapting the target groups to the subject of the video (on demographic and behavioural data) and finally optimizing advertising support in nearly real time with solutions that helped to achieve KPIs.
3. Creative
We made short videos - the most popular content watched by our TG. The first video concerned Sokół, who was the narrator in subsequent materials. The other characters were: Konrad and Maciek - they made the fastest two-engined car in the world by themselves, Krzysiek - became the Polish Champion in the tricks on fingerboard, the Siekaj brothers - who deal with professional quad riding.
We withdrew from intrusive branding, but considered best practices in video content. We put our logo in the first seconds of each creation to reach skippers and added subtitles to reach people watching without sound.
We focused on the quality of production, thus we retained our consumers.
4. Innovation
In the opposition to the deodorants category approach we supported AXE campaign “What's Your Magic?” in 100% in digital. We knew men use Adblock, so we promoted on channels difficult to block: Facebook, Instagram and Youtube (94% of the budget), and Spotify (6% of the budget).
Content on Youtube is the best way to reach men! Facebook and Instagram enabled precise targeting, Spotify gave the opportunity to build the connotations with Sokół and to apply the mechanism valued by the Millennials, i.e. sponsored session - advertising with a reward (half an hour of music without ads after watching the video).
5. Results
During the campaign, the materials were displayed as many as 13 million times. Our content went viral in social media. On Facebook, we generated more than 1.2 million views organically (while on other posts we did not generate more than 20,000 views). The men not only watched (high YT views rate - 38% vs. benchmark 32% in the body care category), but they also liked, commented and shared (33k interactions - 206% of KPI implementation). In addition, we recorded an increase in the modern/up to date index among our TG (M16-24 +3pts, M25-34 +8pts).
Despite the non-obstructive branding we built the brand awareness - 67% increase on AdRecall - twice as much as the average result in the category - 33%. The spots were long (1-2 minutes), and yet we had an average of 23% of full views (benchmark 20% in the category of body care for video +31 seconds).
C-Section
#ThisFoodIsOnMe
Awards: Social Media (Bronze)
Campaign summary
Turkey is home to the biggest stray animal population in Europe. A myriad of animal lovers volunteer for the animals’ wellbeing, only to fall short of meeting the needs. Therefore, we wanted to make feeding stray animals as easy as sending a tweet. This way, people would help stray animals without leaving their homes but also promote the cause.
1. Objectives and Strategy
As was the case with many operators, Vodafone was challenged in social media with regard to positive mentions. Users were mostly mentioning the brand to share their problems.
So, in order to boost our positive buzz, we decided to gather all who want to help stray animals under a single conversation with Vodafone. We aimed to bring this idea into action with Coding Tomorrow, a coding training initiative for children by Vodafone Turkey Foundation, and to gain more public recognition for the foundation.
2. Execution and Media
We set up tweet-operated food bowls in front of 11 Vodafone shops. Every tweet with the #BuMamaBenden (#ThisFoodIsOnMe) hashtag queued food to be dropped into the bowl which would be refilled automatically with each tweet. We uploaded a video, which explained how children who learned coding developed this project, to all of our social media accounts including YouTube. This video has become viral with no ad spending at all. We also posted updates to let the tweeters follow up on what happens at the food dispensers.
3. Creative
We posted a video on all our social media accounts. The video showed the experience of the children who coded the Tweet-operated Food Dispenser, after a training by Coding Tomorrow, an initiative that teaches children how to code. In this video that aimed to promote the hashtag and increase popularity of the Vodafone Turkey Foundation, children called people who want to help stray animals for tweeting.
4. Innovation
The Code-operated Food Dispenser is a machine that enables users to help stray animals without leaving their homes. Every tweet with the #ThisFoodIsOnMe hashtag triggered 12 dispensers, which were set up in front of Vodafone shops, to drop food. If a bowl was full, the tweet would be held in queue. This way, users tweeted not only to provide unlimited support but also encouraged others to feed stray animals.
5. Results
The hashtag campaign produced 612,000 tweets, a record in Turkey. The #ThisFoodIsOnMe hashtag, mentioned in 175,831 tweets in one day, were posted by over 300 celebrities and influencers, and that without any ad budget allocated. The campaign thus spread very quickly. Vodafone’s positive mentions in social media spearheaded from 6 to 47 percent in November, and to 64 later on. Organically, #ThisFoodIsOnMe has transcended Vodafone and the dispensers, becoming “the” hashtag for everyone who wanted to support stray animals.
Mindshare
Cornetto Mobile İn Love
Awards: Video Advertising (Bronze)
Campaign summary
In 2018, a Wattpad story series became a top hit amonst youngsters, generated anormous talkability and the story was adapted to a movie, 4N1K. As Cornetto, we have partnered with 4N1K project starting from the script-writing process and created an integrated strategy that will cover all channels, will introduce first-ever user experiences and generate high levels of interaction and talkability around our branded contents throughout the season.
Creative focus was to enrich user experience at every medium with integration of new formats, media firsts and exclusive contents. We knew youth brands was gonna have integrations in 4N1K and our strategy was to be the by far top-of-mind brand that was associated with 4N1K above all.
Campaign results over-achieved initial targets in terms of the time spent interacting with our branded content, reaching first ever levels of view time, organic view rates, social interactions and positive mentions, shared in detail in the results.
5. Results
Cornetto reached 14 million unique users with the integrated brand experience designed across various content platforms of 4N1K covering TV, digital channels and cinema.
3 webisodes reached a 74% organic view rate, a rate no branded content has achieved before in Turkey. All 3 videos were listed in the top 5 most organically spreaded videos list. Total view time of the webisodes reached 41 million minutes, with a 5-minute average view time per video, which became a CPG industry record level.
Cornetto Youtube channel gained 35k new subscribers, becoming the second most followed CPG brand in Turkey.
Viewers interacted with the leading character’s phone content, the second screen mobile platform, for 147.000 minutes.
During the project timeline, social media interactions mentioning Cornetto doubled, while the ratio of positive mentions increased to 93%.
Spotify
Spotify for Brands Virtual Reality House Tour
Awards: Virtual and Augmented Reality (Silver)
Campaign summary
Spotify Business Marketing is responsible for driving demand for Spotify’s advertising business and keeping Spotify top-of-mind with media buyers and brands through experiential, digital and social campaigns. Spotify operates a freemium model with more than 116 million people globally enjoying advertisements on the free, ad-supported tier; however, many media buyers and brand marketers are Spotify Premium subscribers and do not regularly engage with the Spotify ad experience. Common feedback from the ad sales team was that buyers didn’t understand the basics about how ads are shown on the platform and what the opportunities are for targeting. Verbally explaining the look and feel of ad formats can be a dry experience. Spotify Business Marketing needed to find a differentiated, impressive, creatively inspiring way to showcase our ad products. VR was the answer.
VR allowed us to create a portable, immersive experience.This house only needed to be built once, but could be adapted to the user and then explored by anyone, anywhere wearing a headset.
The global Business Marketing team are able to use the VR CMS to adapt the tool to their local languages and cultures, as well as change the ads and facts displayed within the house. Local teams take the VR headsets to meetings with clients and create opportunities to experience the VR tool at roadshow sessions and tentpole events like Cannes and CES.
Spotify approached several experiential and VR agencies in the UK to develop this tool, before eventually deciding to work with Manzalab, an agency based in Paris. Manzalab visited Spotify’s London and Paris offices to take inspiration for the design from the interior decoration of our offices and worked closely with our internal design and brand teams to ensure the House was consistent with the Spotify brand identity.
The development of the CMS for the tool was especially significant as it allowed all global teams to quickly and efficiently change elements of the House without additional cost or delays. Further, the CMS makes the tool extremely flexible. For example, at Dmexco 2018, we were able to offer English and German versions of the tool to booth visitors.
5. Results
Nearly 1,000 Spotify for Brands prospects and clients have experienced the VR tool since launch. By tracking VR tool use in Salesforce, we are able to directly attribute the use of the tool to several hundreds of thousands in additional advertising revenue for the business by noting who has used the tool and who is subsequently marked as a contact on revenue bookings. Use of the tool is ongoing and resulting revenue continues to increase. So far, we’ve seen at least a 5x return on investment in the tool’s development.
In addition to direct impact on revenues, feedback from clients and prospects has been very positive, with most noting how the tool had advanced their understanding of the Spotify ad offering, as well as being fun and entertaining to use.
GONG
Tymbark – Funbot
Awards: Virtual and Augmented Reality (Bronze)
Campaign summary
Market Context: Young people love spending summer holidays with their friends. And snapping photos together. Many photos. Tymbark, a popular fruit drink manufacturer, sought to be a part of their holiday experience. There was one hurdle to clear, however—getting youths to share their pictures with the brand. Funbot is an original, custom-designed AI-powered solution, which uses a highly advanced image recognition and analysis algorithms to facilitate interaction between brand and consumer. The innovative service boosted customer engagement among younger demographics, driving them to share over 300,000 photos and continue to interact with the brand as far as twelve months after campaign conclusion.
1. Objectives and Strategy
The 15-24yo demographic makes up up the biggest group among on-the-go drink consumers. Tymbark, a market leader in the industry, faces specific challenges in this particular area—its market share is vulnerable to both typically youth-oriented brands (Frugo, Roko), and established brands with international reach (Cola, Fanta, Sprite). To maintain the market leader position, a brand needs to be perceived as a trendsetter and early adopter of innovative solutions that boost engagement among the younger consumers. For the 15-24 demographic, the summer holidays are a perfect opportunity to spend some time with friends. And snap photos together. Hundreds of photos. The challenge was to design a digital activation campaign that would encourage younger consumers to share their holiday memories, in the form of pictures, with the brand.
KPI: 50,000 photos within the activation
KPI2: At least 2 pictures shared per user
CoreTG: younger consumers (15-24yo).
2. Execution and Media
To have Funbot caption a picture, a user has to take a photo using their smartphone or upload it from their computer, IG, or FB account. The application will analyze the picture within seconds and come up with five fitting captions. The user will then pick one and receive a branded picture with the caption written down inside the trademark Tymbark bottlecap.
Funbot became an integral part of Tymbark’s Messenger chatbot. The app was also deployed on a mobile website, developed according to RWD principles, which did not require the installation of any additional software.
Social media – 18%
Video – 25%
Display – 56%
Search – 1%
The main thrust of the media efforts was pursued over six summer holiday weeks and focused on SM.
Promotional efforts in mobile channels turned out to be highly successful.
3. Creative
Funbot is an app—based around Bottlecap—that adds personalized captions to submitted photos on the fly. Funbot is based on AI-powered image recognition and analysis solutions. Using a handful of image recognition and analysis algorithms, we designed an original platform.
A user has to take a photo using their smartphone or upload it from their computer, or IG or FB account. The application analyzes the picture within seconds and comes up with five fitting captions. The user receives a branded picture with the caption written inside the trademark Tymbark bottle cap, they can share on SM.
We taught Funbot to recognize popular popcultural elements, including celebrities, movie stills, famous paintings, even logotypes.
4. Innovation
Using a handful of image recognition and analysis algorithms, we designed an original, high-efficiency solution. After processing the image, the algorithm then produces a couple, sometimes even a couple dozen, keyword that describe elements present in the image—it’s capable of identifying objects, structures, weather, vacation situations, celebrities, logotypes of other brands, even emotions of people in the pictures.
Then, the algorithms were fed thousands of typical vacation pictures to have them learn to identify their most commonly occurring elements. This resulted in a dictionary holding a couple of thousand phrases and their combinations, which we managed to assemble into over 3,000 creative captions. With each analyzed photo, the algorithm “learned” the best answers, and optimized relevant weights in the dictionary. It’s safe to say that Funbot is currently the most advanced tool for identifying vacation situations in photos.
5. Results
Together, innovative algorithms, unparalleled precision, and thousands of witty captions produced the desired results. Young people went crazy about Funbot and began flooding the app with photos, not just vacation pics, in order to try and beat the app at its own game. Powered by AI, the Tymbark Bottlecap managed to encourage young people to share their photos in numbers heretofore unseen. Everyone who engaged with Funbot submitted five photos on average (2.5 times the KPI) during the activation campaign.
Throughout the six summer weeks of the campaign, we received nearly 100,000 photos (2 times the KPI2).
Six months after concluding the campaign, the number of submitted pictures passed 300,000, with an average of around 1,000 new photos coming in every day.
Annalect
Coop Agile Marketing Mix Modelling
Awards: Advertising Solutions (Winner) and Best Use of Research Budget (Highly Commended)
Project summary
Annalect has developed an agile MMM setup for supermarket retailer Coop in Denmark. Marketing Mix Modelling requires data collection from a wide range of sources, often making the data collection phase more time consuming than the actual statistical modelling phase.
Each month Coop can review complete updates of modelled sales data that is less than two weeks old, with digital media split into nine channels. The setup enables analysis on effects created from different digital executions, i.e. always-on vs campaign bursts or tactical messages vs. branding messages
A process that previously would take 8-10 weeks to complete and would usually only be done once a year on an aggregated level.
The research setup for Coop spans four different retail chains and utilises different digital technologies to create a seamless data flow, updating all data sources continuously. We have created a state-of-the-art modelling setup with high levels of automation in all steps from the data extraction, transformation and loading (ETL process) through the modelling phase to end visualisation.
This solution rests upon us as researchers being able to innovate not only within applied statistics but also within new tech solutions and software development to bring answers faster and more often.
1. Objective(s)
Coop’s objective was to create a dynamic learning environment to optimise campaign execution on a regular trial-and-error basis. Marketing mix modelling was well known to Coop but only provided top level strategic insights once or twice a year, making it difficult to use in the fast-paced retail market, where campaign concepts, digital channels and executions are constantly being changed and experimented with. Faster reaction times were needed to create competitive advantage and the objective was also to gain a more granulated understanding of the many digital channels and opportunities.
2. Methodology
As cloud computing gives us more processing power, new techniques such as machine learning come into play. We use serverless methodologies and auto scaling to spin-up desired number of compute engines.
Modelling of numerous digital channels has meant moving from spread sheet regression analysis to coding in programs such as R.
We use state-of-the-art optimisation techniques to find optimal solutions at a faster pace.
In order to estimate the parameters, we use around 1.000.000 regression calculations every time we optimise a model.
As cloud-engine we use the AWS platform and the optimised computing services like Lambda, EMR, EC2 and AutoScaling.
3. Key results
The base modelling provides the usual vital MMM learnings such as media channel ROI, effects from own media, effects from initiatives such as store openings, seasonal effects and competitor impact.
Furthermore, the detailed media data not only supplies results on channel level – including nine digital channels – but also on creative type, concepts, messages and targeting. All updated on a monthly basis.
This agile approach means more results more frequently. Thus, the setup enables results in many different areas. These results include detailed Facebook analysis on post types, response curves for leaflet circulation and spot length evaluation.
4. Impact and Application
The key point is the sheer volume and usage of results, that is a direct effect of the automated data and modelling process, i.e. the agile setup.
Because the models need to run automatically, data coding is extremely detailed. This also adds a new dimension of detail to campaign results, giving us the opportunity to analyse many different executions e.g. media channel effects on different creative concepts.
Results are published immediately in a user-friendly dashboard, forcing stakeholders to keep up-to-date with results from every campaign. Never have we experienced a client utilising results in this way. Furthermore, results have touched many different client stakeholders. From the social team looking into detailed Facebook activities to top executives eager to find savings in large cost areas such as leaflet production and circulation (leaflets are central to retailers in Denmark).
Already within six months of the release, budgets have been moved to the most efficient channels, creative concepts have been reviewed and campaign timing has been optimised. All based on the results. The overall leaflet strategy has been revised for two of the four chains, with more changes to be made in 2019. Circulation is being cut and budgets are invested in new targeted digital channels.
From a research point-of-view, we have seen the competitive advantage that can be created from faster reaction times and moving results closer to the client. A test-and-learn environment is created because we can get results immediately, adjust and run new tests. This is also changing the data science competencies we need in the future.
CMO at Coop, Pia Niemann, says:
“Day by day, we become better at investing our media money and will be able to deliver increased sales effects with the same investment. Hopefully, this also allows room for media experiments on a more informed basis.”
5. Significance
The detailed coding of digital data has allowed for previously unseen depth. Digital channels are highly specialised and have previously delivered uneven results. Now, not only do we report on nine different digital channels (programmatic, takeovers, social etc.) but within these categories we can differentiate effects created from different execution strategies.
An example is Facebook, where results for the continuous ‘always-on’ tracks can be compared to the one-off campaign posts and again compared to organic versus paid activities.
Decisions based on these insights have increased effects, resulting in digital channels creating three quarters of the growth in media driven sales.
Click here to view research project
The renewal of the model of Mediaplanning: how to improve prediction in a digital world
Mediametrie
Awards: Advertising Solutions (Highly Commended)
Project summary
In a world where advertisers seek for more transparency, measuring campaign performances with a 3rd party, independent & audited body is key.
With the success of post campaign analysis solutions such as Nielsen Digital Ad Ratings, advertisers can now precisely track daily campaigns reach, frequency and impressions by demo.
Predicting campaign performances is a more complex science. Historically Médiamétrie has been proposing in France a Mediaplanning solution.
Mediaplanning is currently based on Internet Global audience (IAB 2018 Research award winner) which reports top 6000 Brands and top 1000 applications monthly. Individual data are shared with Centre Servers which distribute calculated probabilities through their tools to agencies, saleshouses to evaluate and optimize reach & frequency for a selected mediaplan.
However, mediaplanning relies on theorical audiences which shows some limits; most of the time, we observed over estimated reach, especially when selecting multi publishers advertising packs or programmatic campaigns. Médiametrie developed a scientific approach to reconcile pre and post campaign evaluation.
1. Objective(s)
The objective of Médiamétrie project was to offer more precise campaign planning recommendations by reconciling planning and post campaign performances.
Firstly, the aim of the R&D was to set the right balance between the reach and the frequency globally and per support by defining calculations to be applied by the Centre servers.
Secondly, by developing “EvalWeb”, its own Mediaplanning API, Médiamétrie aims at proposing its own engine to connect mediaplanning data to the whole digital eco system.
2. Methodology
Methodology consisted in comparing DAR results based on 47 campaigns & 192 supports, and the equivalent prediction in Mediaplanning.
Methodology took into consideration features related to digital mediaplanning such as share of voice, capping and target page purchasing. A key approach was to challenge the models and particularly the assumption of the independence in the distribution process of ads on pages viewed on a site by an individual which tend to affect the levels of coverage.
Médiamétrie proposed a Markovian Binomial model defining the level of correlation to be applied by type of support.
3. Key results
Médiamétrie model showed positive results.
For all the 192 supports, the deviations of coverage with our new model went on average from 1.6pt to 0.3pt and the variation of the deviations around this average was attenuated (the standard deviation going from 0.0186 to 0.0108).
The model we developed also improves the forecasts by type of support. We can say that the distributions by support are more or less centred (average around 0) and that the standard deviation reduces.
More details are available in the document downloaded “IAB Europe Research Awards 2019 Mediametrie Eval Web – Summary & Results” (p11-12).
4. Impact and Application
Centres servers all accepted to implement those new calculations to reinforce Digital mediaplanning role.
Agencies strengthened their role on the advertising market by setting up mediaplan based on independent and audited data.
EvalWeb, the new web service (single calculation engine transported on a distant server) to benefit from those calculations with a simplified implementation of the solution and optimized calculation times for the mediaplanning service providers is in beta test.
5. Significance
Trust reinforced for media agencies and their clients when establishing their strategic recommendations as predictions are stronger and coherent between the various mediaplanning service providers
Other fields of application for other medias or in addition with Internet: this approach is valid for the Press mediaplanning (print + digital contacts)
#TrueSingleSource: gemiusPostBuy&AdReal
Gemius SA
Awards: Audience Measurement (Winner)
Project summary
Marketers strive to find one unified solution to measure their net reach in a complex cross-media world of today. Gemius’ wishing to meet the market needs, introduces a comprehensive 360 analysis service comprising two complementary products. The brand-new tool, gemiusPostBuy is able to deliver in-depth analyses on marketers’ own tagged & non-tagged campaigns. The harmonizing element is the renowned gemiusAdReal study, recognized by the IAB in 2017, enabling all market participants to benchmark their activities against both: their competitors and the market sector itself. The study has since been updated and as of 2019 both, gemiusAdReal and gemiusPostBuy use the Gemius’ unique true single-source panel passively collecting data on media and ad consumption from digital and traditional media like TV and radio, with no other intermediaries necessary. Both tools directly complement each other simultaneously giving a broad spectrum of analysis possibilities, and thanks to Gemius’ original technology they allow for a peak into the walled gardens of large Media Owners such as Alphabet or Facebook and offer a full in-home and out-of-home coverage.
1. Objective(s)
The contemporary media market is longing for one all-media measurement solution. Most of the tools available claim to offer 360-degree analysis to help marketers’ estimate the relevant media’s impact on ROI. Gemius, however, offers a true single-source-fuelled research across all media channels, both digital and traditional. Thanks to the use of hardware-based panel across all platforms, the solution gives a chance to establish a new currency on the market: a comprehensive cross-media analysis enabling the marketers to truthfully estimate the real potential of their campaigns: optimize media-mix in terms of cost-effectiveness and benchmark their activities against segment or industry competitors.
2. Methodology
Gemius’ innovation lies in the hardware-panel approach: panelists have meters installed on their smartphone’s OS level, hence, allowing for a real passive measurement and data collection; both, in-app and in-browser for mobile media, and with sound-matching technology with referencing signal for traditional media (TV and radio). Data for ad contact on PC is collected from browser extension in panelists’ participating in the hardware panel desktop devices. Compared to the software-based systems, Gemius’ eliminates two main problems: low panel retention and possible blockade of the measuring app’s access to microphone. The technology demonstrates a lab-tested accuracy on 98% threshold.
3. Key results
Gemius’ single-source-fuelled solution enables marketers to check metrics like Real Users/Reach, Impressions/GRP, frequency, R2+...R5+ of the campaign for all media in total with information on duplication and net addition. Everything for target groups which can be defined by gender, age and selected socio-demographical parameters. Gemius answers the questions: who is the most effective in adding incremental reach to my campaign and the campaign of my competitors: is it Facebook, YouTube or Local Publishers? Which ads were displayed to consumers while out-of-home? What was the reach among light-TV-viewers? How many users watched TV ads with their smartphones in-hand?
4. Impact and Application
Gemius’ solution has been introduced to the Polish market in November 2018, and since then, has generated a lot of interest from all market players thanks to the pioneer approach it brings to the table. Currently, the service is being implemented on the German and Turkish markets.
The biggest revelation of the solution is the possibility to measure the campaign’s true net reach. The clients are finally able to, not only see the cross-media net reach of their own campaigning efforts and, hence establish the most effective media channels for the next campaign; but also, benchmark their results against their direct competitors or the market sector in a bigger picture. Gemius’ covers 36 TV stations, 20 radio stations from traditional media and all desktop & mobile activity (in-app & in-browser), including walled garden ecosystems.
Despite the fairly short introductory period of the study, some trailblazing learnings can be signified from our cooperation with clients. Some of the findings provide answers to the market crucial questions, i.e: does Facebook really upbuilds the reach among Light-TV-viewers of the simultaneously screening TV campaign?
Gemius’ solution opens the door to a set of new possibilities with the use of single-sourced-fuelled panel and the revolutionary feature of in-home and out-of-home measurement. Again, throughout client cooperation, we were able to measure the behavior of the consumers using the client’s dedicated mobile app and discover, how they were affected by the client’s campaign: if their in-app activity or behaviour has changed before, throughout or after the campaign. Marketers are finally able to see how their efforts really affect Light-TV-viewers or Non-TV-viewers and alter their media-mix holistically to maximise the reach among those groups.
Finally, Gemius’ equips marketers with a true cross-media viewing time metric, recognized as the most unprejudiced index when it comes to measuring campaign effectiveness.
5. Significance
Gemius cross-media solution provides the contemporary digital market with an independent true single-source-fuelled study, based on a true-passive measurement and gives a chance to establish a new common currency for holistic media planning and is a unified solution the market has been striving for since the birth of digital media.
Thanks to the original hardware-based approach, Gemius’ 100% independent cross-media measurement gives the possibility to measure the impact of a whole campaign, not only its digital element; it also opens the door to the unbiased inspection of the so-called walled gardens ecosystems’ real impact on the marketers’ campaigns.
