iab europe webinar deck: mixx awards europe 2017 winners - delivering efficient digital advertising...

IAB Europe MIXX Awards Europe Webinar

Delivering Efficient Digital Advertising Campaigns

5 December 2017

Good afternoon and welcome, we will start shortly

Alison FennahExecutive Business Advisor, IAB Europe

MODERATOR PRESENTERS

Ipek DorakBusiness Director,

MindshareIpek.dorak@mindshare

world.com

Taylan KoruDigital Director,

Mindshare, IAB Turkey Education Executive Committee Member

Taylan.koru@mindshareworld.com

Suzanne Pennington de Jongh

PPC Business Lead, iProspect

Suzanne.PenningtondeJongh@iprospect.com

BRAND

CORNETTO HASBEENSYNONYMOUSWITH“LOVE”FORYEARSANDHASTHEMISSIONTOINSPIREANDENCOURAGETHETEENSTOTAKETHEFIRSTSTEPTOLOVE

INSIGHT

1IN3YOUNGPEOPLEINTURKEYHAVEDIFFICULTYEXPRESSINGTHEIRFEELINGSTOSOMEONETHEYAREINFATUATEDWITHORLOVE

TASKTOMOTIVATETHETARGETAUDIENCEWITHAPOWERFULMESSAGE&REACHTHEMINTHERIGHTMOMENTTOINCREASETHEIMPACTOFOURMESSAGEBYSTAYINGRELEVANT

IDEA&PLANNINGFORAGILITY

WEHAVECONDUCTEDTHEFIRSTP4AWORKSHOPFORCORNETTOINTURKEYANDCREATEDTHE“LASTCHANCE”PLATFORM.WEPICKED“LASTCHANCEMOMENTS”RELEVANTWITHTHECULTUREANDMOREIMPORTANTLYWITHTHETARGETAUDIENCE

WECREATEDADIGITALPLATFORMFORUSERSTOMAKETHEIRFEELINGSKNOWNTOSOMEONESPECIFICTHROUGHADVERTISEMENTS.TOMAKEITAVAILABLETO ALLTHOSEFILLEDWITHLOVE,WEUSEDTHEPOWEROFPROGRAMMATICADVERTISING.

EXECUTION

MEDIAPLANNINGStrategy Targeting criteria Weighting at campaign

start

ProspectingGeneral 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 demographicIn a relationship 10%

Love Banner Retargeting Recipients of Love Banners are retargeted throughout all available programmatic inventory

20% (to increase as recipient pool grows)

RESULTS• PEOPLECREATEDMORETHAN30,000UNİQUEBANNERS(BANNERCREATİON

RATE6.25%)• VİEWABİLİTYRATEWAS66%• WECONTROLEDANDSETALİMİTOF11FCAPPERUSERİNORDERTOAVOİD

OVER-FREQUENCY.• ONTHELAUNCHDAYWEREACHED5MİLLİONPEOPLETHROUGHSOCİALMEDİA

ANDPROGRAMMATİCMEDİA.• THEPERSONALİZEDBANNERSWERESHOWNTHROUGHOVER50MİLLİON

PROGRAMMATİCALLYBOUGHTİMPRESSİONSİNTHECAMPAİGN,ENABLİNGYOUNGPEOPLETOGETTHEİRMESSAGESACROSS.

THANKSTOCORNETTO,MOREPEOPLEWEREABLETOTAKETHEFİRSTSTEPANDWEWEREABLETOFİLLTHE

WORLDWİTHMORELOVE

PPCrecruitmentsolution

By PostNL&iProspect

SuzannePenningtondeJonghiProspect

PPCBusinessLead

How can we ensure that someone looking for a part time job in a specific region

online, applies at PostNL?

Real-time connection to backendAlways Connected

Capture the generic & long tail searchesAlways Relevant

Target specific locationsAlways Local

Retail & Travel as our source of inspiration

Real-time connection to backendAlways Connected

Part time job

Part time postal worker Berlin

Part time job Berlin

Capture the generic & long tail searchesAlways Relevant

Target specific locationsAlways Local

Right locationRight personRight job

Suzanne Pennington de Jongh

iProspectPPC Business Lead

Link to Case Study

Alison FennahExecutive Business Advisor, IAB Europe

MODERATOR PRESENTERS

Ipek DorakBusiness Director,

MindshareIpek.dorak@mindshare

world.com

Taylan KoruDigital Director,

Mindshare, IAB Turkey Education Executive Committee Member

Taylan.koru@mindshareworld.com

Suzanne Pennington de Jongh

PPC Business Lead, iProspect

Suzanne.PenningtondeJongh@iprospect.com

Q&A

Thank you for attending

Visit www.iabeurope.eu – MIXX Awards area to view today’s case studies

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Marie-Clare Puffett, Business Programmes Manager

puffett@iabeurope.eu

@iabeurope

/iab-europewww.iabeurope.eu

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