How a consumer durable brand turbocharged its programmatic campaign with Verizon Media DSP

The holy grail for marketers today is delivering the right message to the relevant audience in the right context, at scale! Which is why marketers are turning to programmatic with its killer combination of effectiveness, efficiency and scale, powered by technology. However, choosing the right DSP is key to running a successful programmatic campaign.

The secret sauce of a ‘Dream DSP’

A good DSP is supported by advanced features and ease of use, local, scalable data, technology and effective media relationships. What makes the Verizon Media DSP the ‘Dream DSP,’ however, is that it integrates these impactful features into an intelligent, full-funnel solution that delivers out-sized results for advertisers.

Under the hood, this comes from bringing together unique data sets with machine-learning optimization and enhanced productivity features. The Verizon Media DSP is powered by AdLearn optimization, which combines demand and supply data with predictive performance algorithms to connect the best ad with the right user and placement, at scale. In other words, with proprietary features and state-of-the-art technology, our platform and data work much harder to hit advertisers’ campaign goals.

This translates to flexibility and control for marketers to manage an omni-channel programmatic strategy, delivering against complex branding and performance goals -- while reaching precise audiences with premium inventory across formats and devices.

Case study: A leading electric and electronic equipment company leveraged the Verizon Media DSP to increase viewability by 70%. This consumer durable brand reached and engaged relevant audiences through a programmatic ad campaign, outperforming the target benchmark.

Defining the target audience in line with campaign goals

The customer wanted to target an audience with an affinity to purchase air conditioners. An important goal of the campaign was to deliver 30-second creatives that could draw maximum viewability. One of the essential conditions was to do this in a completely secure and brand safe environment with maximized completion rate, by achieving the target Cost Per Completed View (CPCV) – a completely-viewed ad indicating higher engagement and greater interest on the part of the customer.

The target audience was well defined for the campaign and focused on people residing in Tier 1 to Tier 4 cities of India with a keen interest in news, finance, retail and home appliances space, among others. This was further refined keeping in mind the weather conditions across India, with the most relevant audience expected from cities that are comparatively hotter.

Running a programmatic video campaign targeting relevant audiences

The company leveraged Verizon Media’s DSP to run a programmatic video campaign which offered it a precise, accurate view of relevant audiences, to drive the desired results.

The first leg of the campaign focused on identifying and targeting key audiences. The company had access to Verizon Media’s data sources including email, user registration, search and content consumption. With the purchase receipt tool, they could identify potential customers who had recently made buying decisions in similar categories such as electronics, home appliances, hardware, ventilation, generators, etc.

Once the database was in place, Verizon Media’s extensive data / content strengths were used to reach the relevant audiences. Through strong targeting capabilities, the platform could create separate and unique strategies for websites and apps to control the CPCV on the inventory. To ensure that the campaign was being utilized to its full extent, Verizon Media DSP also blacklisted the websites that were not showcasing the desired performance.

By running a creative content series, the campaign then generated interest among the right set of audiences, identified and targeted by Verizon Media DSP and ad tech.

Campaign results: Increased viewability by a whopping 70%

The campaign delivered completion rate of approximately 80% with an average click through rate of 0.7%. In terms of Moat Viewability which was the key goal, the campaign succeeded in delivering it to a whopping 70% of the targeted audience.