IAB Europe Webinar Deck: MIXX Awards Europe 2017 Winners - Delivering Efficient Digital Advertising Campaigns

1. IAB Europe MIXX Awards Europe Webinar
Delivering Efficient Digital Advertising Campaigns
5 December 2017
Good afternoon and welcome, we will start shortly

2. Alison Fennah
Executive Business
Advisor, IAB Europe
MODERATOR PRESENTERS
Ipek Dorak
Business Director,
Mindshare
Ipek.dorak@mindshare
world.com
Taylan Koru
Digital Director,
Mindshare, IAB Turkey
Education Executive
Committee Member
Taylan.koru@mindshare
world.com
Suzanne Pennington
de Jongh
PPC Business Lead,
iProspect
Suzanne.PenningtondeJo
ngh@iprospect.com

4. BRAND
CORNETTO HAS BEEN SYNONYMOUS WITH “LOVE” FOR YEARS AND HAS THE MISSION TO
INSPIRE AND ENCOURAGE THE TEENS TO TAKE THE FIRST STEP TO LOVE

5. INSIGHT
1 IN 3 YOUNG PEOPLE IN TURKEY HAVE DIFFICULTY EXPRESSING THEIR FEELINGS TO
SOMEONE THEY ARE INFATUATED WITH OR LOVE

6. TASK
TO MOTIVATE THE TARGET AUDIENCE WITH A POWERFUL MESSAGE & REACH THEM IN
THE RIGHT MOMENT TO INCREASE THE IMPACT OF OUR MESSAGE BY STAYING RELEVANT

7. IDEA & PLANNING FOR AGILITY
WE HAVE CONDUCTED THE FIRST P4A WORKSHOP FOR CORNETTO IN TURKEY AND
CREATED THE “LAST CHANCE” PLATFORM. WE PICKED “LAST CHANCE MOMENTS”
RELEVANT WITH THE CULTURE AND MORE IMPORTANTLY WITH THE TARGET AUDIENCE
WE CREATED A DIGITAL PLATFORM FOR USERS TO MAKE THEIR FEELINGS KNOWN TO
SOMEONE SPECIFIC THROUGH ADVERTISEMENTS. TO MAKE IT AVAILABLE TO ALL THOSE
FILLED WITH LOVE, WE USED THE POWER OF PROGRAMMATIC ADVERTISING.

8. EXECUTION

9. MEDIA PLANNING
Strategy Targeting criteria
Weighting at campaign
start
Prospecting
General youth targeting including:
Contextual targeting (sports, social, soft news)
Sitelist targeting
60%
Abandoners Retargeting
Retargeting users who arrived on Love Banner
Builder but didn’t complete process
10%
3rd party data
18-24 demographic
In a relationship
10%
Love Banner Retargeting
Recipients of Love Banners are retargeted
throughout all available programmatic inventory
20%
(to increase as recipient pool
grows)

10. RESULTS
• PEOPLE CREATED MORE THAN 30,000 UNİQUE BANNERS (BANNER CREATİON
RATE 6.25%)
• VİEWABİLİTY RATE WAS 66%
• WE CONTROLED AND SET A LİMİT OF 11 FCAP PER USER İN ORDER TO AVOİD
OVER-FREQUENCY.
• ON THE LAUNCH DAY WE REACHED 5 MİLLİON PEOPLE THROUGH SOCİAL MEDİA
AND PROGRAMMATİC MEDİA.
• THE PERSONALİZED BANNERS WERE SHOWN THROUGH OVER 50 MİLLİON
PROGRAMMATİCALLY BOUGHT İMPRESSİONS İN THE CAMPAİGN, ENABLİNG
YOUNG PEOPLE TO GET THEİR MESSAGES ACROSS.

11. THANKS TO CORNETTO, MORE PEOPLE WERE ABLE TO
TAKE THE FİRST STEP AND WE WERE ABLE TO FİLL THE
WORLD WİTH MORE LOVE

12. PPC recruitment solution
By PostNL & iProspect

13. Suzanne Pennington de Jongh
iProspect
PPC Business Lead

17. How can we ensure that someone looking
for a part time job in a specific region
online, applies at PostNL?

18. Real-time connection to backendAlways Connected
Capture the generic & long tail searchesAlways Relevant
Target specific locationsAlways Local

19. Retail & Travel as our source of inspiration

20. Real-time connection to backendAlways Connected

21. Part time job
Part time postal
worker Berlin
Part time job Berlin
Capture the generic & long tail searchesAlways Relevant

22. Target specific locationsAlways Local

23. Right locationRight personRight job

25. Suzanne Pennington de Jongh
iProspect
PPC Business Lead
Link to Case Study

26. Alison Fennah
Executive Business
Advisor, IAB Europe
MODERATOR PRESENTERS
Ipek Dorak
Business Director,
Mindshare
Ipek.dorak@mindshare
world.com
Taylan Koru
Digital Director,
Mindshare, IAB Turkey
Education Executive
Committee Member
Taylan.koru@mindshare
world.com
Suzanne Pennington
de Jongh
PPC Business Lead,
iProspect
Suzanne.PenningtondeJo
ngh@iprospect.com
Q&A

27. Thank you for attending
Visit www.iabeurope.eu – MIXX Awards area to view today’s case studies
Watch and share the webinar recording which will also be available soon on our website
Survey at the end of this webinar – please provide your feedback

28. Marie-Clare Puffett,
Business Programmes Manager
puffett@iabeurope.eu
@iabeurope
/iab-europe
www.iabeurope.eu
Contact us