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

On Device Research 2016

25 23 17 16 16 15 15 10

Brand Awareness Norms By Format

Video & Full Screen Rich Media Rich Full Screen Video Norm Banner Interstitial + Banner Interstitial Expandable

“ 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 ” -

THE CAMPAIGN

V I S U A L C O RT E X

O ur B rai ns p rocess v i d eo 6 0 ,0 0 0 x Faster than tex t

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

Data from request Historic user data 3rd Party Data Integrations Artificial Intelligence

8 0 % + P r o b a b i l i t y

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 ?

Request Standard Targeting Valid?

High Probability

• f engagement

Yes Discarded No Yes Discarded No

Ad Served

ISP Language Orientation Platform Publisher IP Session Depth User ID Early Adopters Campaign Type Price Individual User Engagement KPI Advertiser Age Rating Ad Format

A R T I F I C I A L I N T E L L I G E N C E

B ESPO K E C REAT IVE

SEQ UEN T IAL M ESSAG IN G

Pre-roll Video Rich Media Video Gallery

THE RESULTS

BRAND METRICS UPLIFT DRIVEN BY AI

M O B I L E A D R E C A L L

300%

uplift in

B R A N D C O N S I D E R AT I O N

78%

uplift in

P U R C H A S E I N T E N T

76%

uplift in

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 – 1st 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

0% 10% 20% 30% 40% 50% 60% Purchase Intent Lift Footfall Lift

R = 0.988

Big Box Supermarket DIY Pharmacy

% Lift (test vs control)

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 O S T E F F E C T I V E U S E O F V I D E O

M M A S M A RT I E S AWA R D S

B R A N D A W A R E N E S S