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adform: Global Brand Sees 20% Increase In Mobile CTR When Synchronized With TV Ads

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An agency that manages the digital advertising strategy of a well known, global supermarket approached Adform for media planning and buying for a promotional cross device campaign that synchronizes with national and regional TV advertising

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adform: Global Brand Sees 20% Increase In Mobile CTR When Synchronized With TV Ads

  1. 1. An agency that manages the digital advertising strategy of a well known, global supermarket approached Adform for media planning and buying for a promotional cross device campaign that synchronizes with national and regional TV advertising. Objectives Promote brand awareness and visibility of the supermarket to target audience Encourage target audience to engage with the brand Drive traffic to the supermarket website Solution Format: Standard banner, MPU Devices: Desktop, tablet and smartphone synched with TV ads Placement: Premium websites including eBay, MSN, The Guardian and The Lad Bible Trading: PMP and Open RTB The agency wanted to supplement the supermarket’s TV ad campaigns with desktop and mobile advertising to create an integrated, consistent experience. Working with Mediasynced, Adform mirrored the TV schedule by setting up display and mobile ads with geographic targeting, as well as national activity. Case Study TV SY N C CROS S - D E V I C E Global Brand Sees 20% Increase In Mobile CTR When Synchronized With TV Ads
  2. 2. Results There was a decline in Desktop CTR during the short burst TV sync strategy which is unsurprising as a large proportion of TV viewers browse using hand held devices. Mobile CTR Desktop CTR 0.00% 0.05% 0.10% 0.15% 0.20% 0.25% 0.30% 0.35% Control group National TV Sync Targeting Regional TV Sync Targeting A 20% increase in mobile CTR when synchronized with TV advertising! 20% 16% Mobile CTR uplift nationally uplift regionally Desktop CTR (tablet and smartphone) When a TV ad was due to go live, Mediasynced verified it was broadcasted before sending a trigger to Adform to set the desktop and mobile ads live. Within seconds the ads were live and continued to target users for the next three minutes. Two control groups (desktop & mobile) were also included to measure the uplift of this TV synchronization.

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