Programmatic Lunch

Amobee launches Sales Accelerator, Del Monte reports initial success with the solution

David Murphy

Digital marketing technology firm Amobee has unveiled its Sales Accelerator solution, powered by Oracle Data Cloud. It enables consumer packaged goods (CPG) clients to connect digital ad impressions to offline purchase data while a campaign is still running, to enable them to optimize in-flight online ad campaigns.

The solution uses offline transaction data from Oracle Data Cloud’s aggregated and anonymized sources such as loyalty card programs, giving CPG brands the ability to integrate offline sales on a weekly basis. It also enables users to leverage Amobee’s platform to access granular data, allowing them to effectively analyze the impact of top performing audience segments, websites, ad frequency and other tactics on in-store purchases to inform online strategy and optimize campaigns mid-flight.

Del Monte Foods
is one of the first Amobee clients to deploy the solution. It used it to pilot programmatic campaigns for its vegetable, fruit/chia and College Inn products, optimizing in-flight online ads with timely in-store data.
For the vegetable segment, Del Monte saw overall viewability performance increase by 6 per cent, with a 225 per cent increase in purchase rate against transactions tied directly to campaign impressions among the Millennial demographic. The company also saw that it was converting a younger target audience by using video content to drive sales.

Oracle Data Cloud provided Amobee with offline transaction data on a weekly basis. Amobee ran the data through its DMP and the ads were served through the Amobee DSP. This gave marketers at Del Monte deep insight into how consumers were interacting with the ads and the ability to optimize the ads across channels, devices and segments to drive more offline sales. Ultimately, this decreased the cost per purchase by 63 per cent and increased the purchase rate by a factor of 2.5.

“Connecting the dots to fully understand the correlation between offline and online sales and how to most effectively reach consumers along their path to purchase has been invaluable for Del Monte,” said Jennifer Reiner, senior director, omnichannel marketing & eCommerce at Del Monte Foods. “Amobee and Oracle Data Cloud are cutting-edge collaborators with the foresight to provide this state-of-the-art solution, allowing us to gain insights during the campaign to see immediate, actionable results for in-flight campaign optimization (vs post-campaign) resulting in measurable sales lift and cost efficiencies.”

Amobee unifies key programmatic channels, including all major social media platforms, formats and devices, to provide both managed and self-service clients with data management and media planning capabilities, as well as actionable, real-time market research and proprietary audience data.