THE ALL-NEW RENAULT KADJAR AWARD WINNING MOBILE VIDEO CAMPAIGN Jack - PowerPoint PPT Presentation

THE ALL-NEW RENAULT KADJAR AWARD WINNING MOBILE VIDEO CAMPAIGN Jack Edmonds, Head of Agency Sales

“I need ROI not eyeballs to show my ad is effective.” – Conrad Bird CBE

PART N ERIN G WIT H O N DEVIC E RESEARC H “ I f y o u c o u l d o n l y c h o o s e o n e f o r m a t ? V i d e o w o r k s b e s t a c r o s s a l l f o r m a t s ” - Brand Awareness Norms By Format 25 23 17 16 16 15 15 10 Video & Interstitial Rich Full Video Norm Banner Interstitial Expandable Full Screen + Banner Screen Rich Media On Device Research 2016

THE CAMPAIGN

O ur B rai ns p rocess v i d eo 6 0 ,0 0 0 x Faster than tex t V I S U A L C O RT E X

THE GAME PLAN

TARGET IN G S E G E M E N T TA R G E T I N G F O R ’ H E R O D A D S ’

AI O PT IM IZ AT IO N W h a t i s t h e p r o b a b i l i t y o f i n f l u e n c i n g t o w a r d s d e s i r e d o u t c o m e ? 8 0 % + P r o b a b i l i t y 3 rd Party Data Historic Artificial Data from user data Integrations Intelligence request

A R T I F I C I A L I N T E L L I G E N C E Request No Valid? Discarded Yes Standard Targeting KPI ISP Platform Advertiser Early Adopters Language Individual User Engagement Session Depth Campaign Type Orientation Age Rating Publisher User ID Ad Format IP Price No High Probability Discarded of engagement Yes Ad Served

B ESPO K E C REAT IVE

SEQ UEN T IAL M ESSAG IN G Pre-roll Video Rich Media Video Gallery

THE RESULTS

300% 78% 76% uplift in uplift in uplift in B R A N D P U R C H A S E M O B I L E C O N S I D E R AT I O N I N T E N T A D R E C A L L BRAND METRICS UPLIFT DRIVEN BY AI On Device Research 2016

C OM B IN IN G VIDEO WIT H RIC H M EDIA Pre-roll Video Only Video & Rich Media Spontaneous Awareness – 1 st mention 9% 20% Spontaneous Awareness – Total 35% 41% Mobile Ad Recall 45% 51% Brand Consideration (Top 3) 65% 68% Purchase Intention (Top 2) 33% 40% Any Positive Emotion 59% 61% Any Action 33% 45% On Device Research 2016

2 % RISE IN PURC HASE IN T EN T = 1 % RISE IN FO OT T RAFFIC % Lift (test vs control) R = 0.988 60% 50% 40% 30% 20% 10% 0% Big Box Supermarket DIY Pharmacy Purchase Intent Lift Footfall Lift On Device Research 2016

TAK EAWAYS 1 . U t i l i z e S e q u e n t i a l M e s s a g i n g To I m p r o v e R O I 2 . C o m b i n i n g V i d e o & D i s p l a y S t ra t e g y 3 . U s i n g B ra n d M e t r i c s To M o v e B e y o n d T h e C l i c k / V i e w

C AM PAIG N AWARD WIN S E F F E C T I V E M O B I L E M A R K E T I N G AWA R D S M M A S M A RT I E S AWA R D S M O S T E F F E C T I V E U S E O F V I D E O B R A N D A W A R E N E S S