Saatchi&Saatchi Ukraine

Sprite: DRONE PAINTER - Ugly or Contemporary Artist

Awards: Virtual and Augmented Reality (Bronze)

Controlled by an AI-based algorithm, Saatchi&Saatchi Ukraine worked with Sprite to create ‘Drone Painter’ – a drone that paints iconic murals, without the need for human involvement. They allowed hundreds of people to design their own unique mural online, with the best mural chosen to be painted by the drone.

IAB Europe is delighted to announce the winners of its prestigious annual MIXX Awards Europe competition.  The awards showcase the very best of digital advertising from across Europe and the winners were announced at IAB Europe’s annual Interact conference in Warsaw, Poland on 4 June. Chaired by Anna Lubowska, Independent Business Consultant and Supervisory Boards Member, the MIXX Awards Europe has 13 categories which were reviewed by a jury of leading industry experts. More information about the MIXX Awards Europe jury members can be found here.

Anna Lubowska, Chair of the Jury said: “Today marketers have a range of channels in which they can reach their target audiences. This brings with it challenges on deciding where to allocate advertising budgets. Celebrating the latest and greatest work, the MIXX Awards Europe highlight why digital is a necessary channel for all campaigns. The competition recognises these campaigns and the teams behind them achieving excellence in digital marketing. Winning a MIXX Awards Europe prize puts victors in the marketing spotlight.”

The 2019 award winners are:

The Jury was Chaired by Anna Lubowska, Independent Business Consultant and Supervisory Boards Member and is joined by Anna Gruszka, Chief Digital Officer of IPG Mediabrands, CEO of Reprise, Ash Grant, Head of Biddable Media at Experian, Daniel Bischoff, Chief Marketing & Operations Officer at RTL AdConnect, Christina Keller, Director of Creative Shop, Central Europe at Facebook, Peter Drake, Executive Creative Director at Digitas and Stephanie Matthews, Campaign Manager at Virgin.

For more information, please contact:

Marie-Clare Puffett, IAB Europe (puffett@iabeurope.eu)

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.

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.

Time Spentwith Brand (drives outcomes)

Hearts & Science

Awards: Audience Measurement (Highly Commended)

A new research project by Adform, Audience Project, JP Politikens Hus and Hearts & Science, had the objective to explore whether the total amount of time a consumer engages with brand messaging plays a role in creating effective business outcomes.

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.

1. Objectives and Strategy
   
   - Drive advertising revenue growth on Spotify’s ad-supported free tier and highlight Spotify as a tech innovator
   - Provide an immersive, “wow” experience that showcases Spotify's ad products in context and in action to bring Spotify advertising alive
   - Create an effective tool that is portable and accessible for groups of 10-20 and can be easily scaled globally

   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.

2. Execution and Media
   Typically, the VR tool is used to kick off meetings and events with an attention-grabbing moment that makes attendees see Spotify ads differently. The Sales team then prompt those who’ve experienced the tool to explore what surprised them in what they saw, and what ideas it sparked for integrating their brands into the Spotify platform.

   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.

3. Creative
   The VR experience begins with a brief voiceover introduction to the tool. Users then find themselves in the central hall of the House and can choose where to go next. There are four doors to open: To a kitchen, a gym, a study and a baby’s room. Each room features a different device, showcasing a different Spotify format within the Spotify user experience and playing a different genre of music. The House also features facts about advertising on Spotify (e.g. on the noticeboard in the study) and “easter egg” interactive elements, like a rocking horse that rocks when you hover over it.
4. Innovation
   For the ads themselves, we were able to leverage “dummy” ads featuring fictional brands, so as not to tie the experience to any one specific brand; although in some cases, we do insert specific ads from certain brands via the CMS in order to personalize the experience for buyers and marketers working on that brand.

   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.

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!

Havas Denmark

ALDI Creating retail-traffic through intelligent GPS data customer mapping

Awards: Campaign Effectiveness (Gold) and Effective Use of Data (Silver)

Campaign summary
In Denmark, the distribution of flyers was poised to be taken over by one single company, creating a monopolistic situation that would inevitably translate itself into a steep price increase, calculations put the increase at 40%.
Seeing that flyer distribution was a massive operation in which Aldi was ‘’carpet flyering’’ (dropping a flyer in every household in any given neighborhood) in every city where there was an Aldi Supermaket without any regard to targeting, the 40% increase would not be sustainable.
We needed to develop a much more intelligent and cost reduced way to distribute our flyers, we needed to find a way to distribute the flyers in areas where we knew they would convert in business for ALDI, where people would read them and use them, we needed to pinpoint and target our distribution.
Moreover, we also needed to move Aldi into the 21st century with a digital flyer that would attract younger readers, reducing their dependence on printed flyers.
We used data and technology to provide insight to optimize the distribution model for printed retail flyers. This optimization would, in turn, allow us to reinvest savings into the production of a digital flyer and its subsequent promotion.

1. Objectives and Strategy
   Postal distribution in Denmark of Aldi Flyers were to be increased by 40% in 2017 /2018, we needed to develop an intelligent and cost-reduced buying model for leaflets for ALDI. We also wanted to give Aldi a Digital presence.

   We used data and technology to provide insight to optimize the distribution model for printed retail flyers.
   This strategy would allow us to intelligently reduce the distribution of leaflets in areas with low or no potential/customers, or ad new area if relevant for each of the individual shops. The idea was to match the distribution area with the actual ALDI customers, a quite unusual way to use geo data targeting.
   With the savings from reducing the printed leaflets, we initiated a digital transformation for ALDI to give them an online presence

2. Execution and Media
   With the help of mobile geo-tagging data we digitally mapped the customers that shopped at each of ALDIs 189 stores with the help of geo-data.
   Once they were mapped we pinpointed where they lived thanks to a key insight: their night time location: If you remained on the same location from 02-04 am.
   We pinpointed where our customers lived at a granular level of distances from their closest ALDI Shops: : <500 m, <1000 m, <1500 m…
   Based on this info, we gradually reduced the distribution to allow us to evaluate the effect on the sales revenue.
   Before the operation, the number of flyers that where being distributed numbered 1,227,656, by the end of our project the distribution of flyers numbered: 860,087.
   We also developed all digital assets for the digital flyer –
3. Creative
   The creative idea stems from looking at the geo tagging technology and think differently about it. We say the potential of geotagging to find a solution to an analogical problem.
   We saw the tech as more than just something to target potential clients and it paid out.
4. Innovation
   Geo tagging information is traditionally used to target specific groups of users with advertising based on their mobile advertising ID’s. This implies the use a digital solution to collet the data to then target them digitally. But for this campaign the application of the digital insight was analogical, that was the innovation.

   5. Results
   We dropped the number of flyers being distributed from 1,227, 656 to 860,087, that is a 33% reduction.

   • If we only look at it from a cost perspective, we saved ALDI a significant amount of distribution budget, 2,162,000 Euros to be exact, and without it affecting ALDI’s sales.
   • The number of readers of the printed flyers increased for the first time in 4 years by 4.9%
   • the number of readers of the digital version of ALDI’s leaflet increased by 24.1 pct. (9.1 pct. point above target/objective, 60 pct. above target)

   Additionally, we managed to reach a totally new segment thanks to the digitalization of the flyer: a much more modern, younger, urban family segment that spends more than the traditional ALDI customer.
   In this process it instantly became very clear that urban areas had a much higher performance, when being targeted with ALDI’s digital leaflet

Xaxis

CASTORAMA INSPIRES

Awards: Effective Use of Data (Gold) and Campaign Effectiveness (Silver)

Castorama worked with Xaxis to make it the online sales leader in the home-improvement category, with a limited budget. They wanted to create new paths to conversion and used content featuring popular celebrities to target their demographic by boosting engagement. Utilising mPlatform and AI-based targeting technologies, Xaxis matched banners served to the interests of each consumer. They then tailored content to be even more targeted. To maximise sales, they cross-referenced data for castorama.pl with the best-selling items on Google, Allegro and Ceneo online stores.

Wavemaker Turkey

RENNOVATIVE MEGANE SEDAN TEST DRIVE CAMPAIGN

Awards: Direct Response / Lead Generation Campaign (Silver)

Campaign summary
In an environment of changing consumer expectations and trends, we designed an instant way to book a test drive, that increases brand scores in this tech-smart, creative campaign. As we learned from consumer journey the most important target for automotive sector is leading potential customers to test drive. However, the hurry of modern life makes it harder. Therefore; we aimed to increase Renault Megane Sedan awareness and differentiate from other brands by changing classical test drive experience.
We included Renault Megane Sedan as a purchase category in ‘Getir’ which is an instant purchase app and created the world’s fastest test drive opportunity. With 30 cars and drivers located in top 30 interest&purchase rate locations of ‘Getir’, tapping on ‘Megane Sedan’ was all the users had to do to get test drive.
In teaser period, Getir sent push notifications to test Megane Sedan, helping us to gain 100 test drives without any media investment. At the launch, we invested on this project with digital media to keep it alive. We were organically the trending topic on Twitter within 20 minutes. Within a month, 519 test drives were actualized which was 10x more compared to all test drives of dealers in Istanbul.

1. Objectives and Strategy
From the Purchase Journey Analysis, we know that test drive is the last and most crucial step that triggers sales in automotive category, therefore Test Drive is the main KPI of our communication strategies.
The main barrier to taking a test drive is often time. So we made sure that this was no longer a problem. We partnered with Getir, an online delivery mobile app, to make the world's fastest and most convenient test drive experience ever.

2. Execution and Media
We built up a partnership with Getir; instant delivery mobile application, where you can get book a Megane Sedan test drive, at any time, to anywhere in İstanbul, in just 10 minutes.
All the user needed to do was to tap on to the Megane Sedan category on Getir mobile application and experience the actual test drive.
In order to monitor the progress in real-time, we have started our partnership with a 3 day teaser period and a launch period. In teaser period, we had no media investments. In the day of launch, real-time content follow-up was held in order to make necessary optimizations on social media, search strategy and test drives. After the launch, automobile influencers also experienced real-time test drives in order to increase buzz and this was shared through social media to ehhance the reach of the campaign.

3. Creative
The creative idea was delivering the instant test drive, itself. So Getir, was the only touchpoint that could deliver this experience as it is an instant delivery app.

4. Innovation
This idea is the future of test drive which is the main KPI and also main challange of automotive sector. There is a great reluctancy to go to Showrooms and make a test drive under heavy traffic in big cities. Thus; the average monthly rate of test drives of Megane Sedan considering all over Turkey (80 cities) was 100 test drives; whereas together with Getir partnership this was the daily number realised only in Istanbul. As a consumer you just click on a button of your cell phone and test drive opportunity comes to your home in 10 minutes with a dedicated assistant with a deep knowledge of product where you can ask all of your questions and get instant answer. That's the “Rennovative” way of test drive.

5. Results
On the 3rd day of soft launch, 100 test drives by real consumers were realized with no media investment.
On the launch day, with the power of real time content monitoring and creation we entered trending topic list organically within first 20 minutes and got 6 million reach.
We also gained organic PR coverage which led to 161% increase in our positive brand perception.
In 30 day period, 500 test drives were delivered with 74% positive comments.
With this project we did not only drove 10x higher business KPIs with a groundbreaking approach but we also changed consumers expectation from a test drive by our ‘Rennovative’ strategic approach.

LDV United

Dare To Sponsor

Awards: Grand Prix; Integrated Advertising (Gold) and Social Media (Silver)

Campaign summary
Special Olympics needed to get more sponsors. In order to convince companies to sponsor athletes with a mental disability we made a full integrated B2B campaign. Targeting major brands through personalised direct mail, billboards in front of their own headquarters, a touching online movie and the support of Belgians top athletes on social media.

1. Objectives and Strategy
   Special Olympics provides sports training and competition for people with intellectual disabilities. They are funded by private partners, but in need of extra financial support to keep up with their growing member numbers. So, the main objective was finding new leads and get potential sponsors to commit to a long-term partnership.

   But how do you get the attention of major brands in a competitive charity-/sponsorship- market situation?
   By presenting our athletes not as a good cause, but as a smart investment. Because even though they have an intellectual disability, they too win gold medals and break records.

   The campaign was aimed at big brands and companies. To achieve our goal, we set out three target groups:
   1. Primary prospects, getting a personalized treatment.
   2. Secondary prospects, reached through social media and media.
   The many people. Giving an extra push to our first target groups. And talking about social inclusion.

2. Execution and Media
   The idea? Copying existing sponsorship campaigns. For example: we put their picture on a can, like our Belgium Red Devils on a can of Coca Cola. We made them shave as if for a Gillette commercial. And put their face on a billboard holding a product.

   This idea was translated in a fully integrated approach. First of all, we’ve launched an online film, daring our primary prospects like P&G and Coca-Cola company directly to cast one of our special athletes in their next commercials. On the same day, we made sure that our Gillette print, featuring a shaving special athlete, was placed on a billboard in front of P&G’s headquarters. Moreover, we’ve also sent direct e-mails and a follow up direct mail containing a can featuring a special athlete.

3. Creative
   Next, we’ve broadened up the campaign to reach secondary prospects. For them, we bought – with limited budget - online banners on marketing websites and Instagram ads, and pushed our content on LinkedIn, showing banners who challenged brands to #daretosponsor.

   The press loved the surprise and in collaboration with influencer athletes on social media, the campaign kicked off with huge first PR-wave, reaching out to our last target group, sport fans. Multiple companies were charmed by the challenges, some even responding with a video on social, featuring their CEO who accepted the challenge. Each new sponsor, resulted in a new PR-wave.

4. Innovation
   To convince big brands to sponsor, we’ve used a unique approach to make a B2B campaign in a B2C-setting. We needed the support of sports heroes and sport fans to put pressure on potential sponsors.
   Besides, we hijacked well known sponsor formats such as TV-commercials, billboards and product placement. We showed in an original and fresh way how special athletes have the same abilities as famous sports professionals.
5. Results
   In PR, we had a total reach of over 16 million views and an earned media value of more than 719.000 euros.

   But more importantly, we found the extra sponsors that Special Olympics needed so badly. We convinced 10 of Belgium’s major brands to start a new partnership with Special Olympics. Including Procter & Gamble, Coca Cola (Aquarius), BNP Paribas, Mylène, Red Bull, Telenet, MCcain, Johnson & Johnson and Nestlé. Enabling over 800 athletes to continue training and competing in Special Olympics. Up till today, we are talking with new potential partners. Because every top athlete deserves a top sponsor.

#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.

Click here to view research project