Summits Yellow

Awards Preview – Most Effective Cross-screen Campaign

Alex Spencer

Every day between now and the Effective Mobile Marketing Awards Ceremony on 17 November, we will be previewing the finalists in one of the 30 categories. Today, we look at the hotly-contested Most Effective Cross-screen Campaign category.

Rubicon Project

 

Rubicon Project – The Future of Automation
To capitalise on its panel at Advertising Week Europe, highlighting the potential of advertising automation across a variety of media, Rubicon Project booked a campaign across various media types using the very technology they were discussing. It leveraged agency partnerships across outdoor, transportation, TV, desktop and mobile to build awareness of Rubicon Project’s capabilities, and drive attendance to its event.

The campaign helped generate a packed house for the panel, with 75 per cent of audience members claiming that the campaign had brought them into the room, as well as an additional halo effect surrounding both Rubicon Project and the ‘Future of Automation’ idea at Advertising Week Europe, in the media and on social.

Lidl and Starcom – Lidl Easter
The grocery sector is a highly competitive market, especially at Easter, and is dominated by those with a strong data play. Lidl don’t have a loyalty card, or an eCommerce offering, and have very little access to consumer behaviour data, so measurement became the focus. Mobile was put into context, working alongside desktop and making way for the real innovation - a cross-device research study, bespoke for the needs of Lidl.

The campaign managed to increase consumer consideration of Lidl to five times the retail norm and doubled purchase intent to 12 per cent against the retail benchmark of six per cent. It also succeeded in converting that consideration into footfall – driving a 14 per cent increase in those exposed visiting the store.

New Look and Criteo – Connect the Consumer
Working with Criteo, New Look launched a cross-screen campaign that ensured personalised, dynamic targeting and seamless cross-device coverage to take advantage of the UK’s massive mobile audience and inventory. The retailer had two key objectives. The first was to increase revenue through improved efficiency: with users transitioning to mobile devices, New Look wanted to get more from its ad spend by accessing mobile inventory in the RTB space; secondly, it wanted to improve user experience through a single user view across devices.

Mobile tagging was implemented to ensure that New Look could reach users visiting any New Look property, not just the desktop site. New Look also opted in to Criteo’s exact-match cross-device technology to ensure a seamless user journey for cross-device users. As a result of this cross-screen strategy, 35 per cent of New Look’s retargeting sales are now delivered on mobile devices, and 52 per cent of sales come from users who browse and purchase on two or more different devices.

 

Travel Republic and Criteo – Criteo and Travel Republic Take Off
By leveraging Criteo’s cross-screen performance marketing technology, Travel Republic has been able to improve the efficiency of its retargeting while also maximising revenue based on propensity to convert. Criteo’s tech ensures that each personalised ad is created for an individual visitor in real time and can feature multiple offers in a single banner, thereby giving the consumer a virtual travel agent within an ad. Time, placement, creative and products displayed are all optimised to achieve the highest click-through rate (CTR) and conversion rate, and to show people an ad with the products they’re most likely to want to purchase, along with subtle up-sells in the shape of popular products that closely match their original purchase intent.

Travel Republic was able to retarget a qualified audience from mobile, maintaining a consistent ad presence where travel consumers are more likely to convert. 29 per cent of H1 2016 sales are happening on mobile devices, compared to 21 per cent in H1 2015. Mobile users are up by 28.7 per cent and mobile bookings by 24.1 per cent over the same period – and 13 per cent of bookings happening on a desktop are from people who have been browsing on mobile.

Reiss, Viant and Threepipe – Reiss’s People-based Marketing Revolution
Fashion brand Reiss was keen to test new technologies as part of the promotional activity for its Spring/Summer 2016 collection, in order to find out what methods would drive the best results above and beyond what they could achieve using more traditional digital advertising methods. Viant was chosen to deliver the digital ad campaign for its expertise of people-based marketing, a technology which enables marketers to accurately target users based on their true online and offline identity, rather than targeting inaccurate and probabilistic cookies.

The campaign ran as a prospecting effort, aimed at finding Reiss new customers, so Viant targeted users whose behaviour indicated they were likely to be in the market for fashion and retail. Leveraging its registered user base of 24.5m individuals in the UK, Viant was able to accurately track the ROI of the campaign across devices and show incremental revenue being delivered across mobile and tablet devices.

VisitBritain, Carat London and Undertone – VisitBritain #OMGB: Home of Amazing Moments
While tourism to London is consistently strong, other parts of Britain – in particular rural areas – can fail to attract the same levels of tourism. In its 2015/16 campaign, Visit Britain wanted to encourage consumers to take another look at destinations beyond London, and combat negative perceptions about distance, food and activities. The resulting #OMGB campaign combined two existing strands: the countryside campaign focusing on the best of Britain’s countryside, and the culture campaign focusing on London attractions.

Media agency Carat and creative agency RKYR developed a strategy that would bring this to life through a two-phased digital approach, with Undertone brought in to plan and execute the cross-screen digital aspect of the campaign, which utilised its Screen Shift full-width pushdown ad format. The ad included a series of videos featuring #OMGB moments as well as a chance to win a holiday, and ran across Undertone's network of premium publishers. Cross-device targeting proved decisive in delivering a 13 percentage point increase in brand recall, with rich media and video consistently driving the highest recall.

Our Award winners will be announced at the Awards Ceremony in London on 17 November. To book a seat or table, head for the Awards website or call John Owen on 07769 674824.