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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
Suzanne Pennington de Jongh
PPC Business Lead, iProspect
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
Suzanne Pennington de Jongh
PPC Business Lead, iProspect
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
@iabeurope
/iab-europewww.iabeurope.eu
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