CASE STUDY: Global retailer
PRODUCTS: Ads Data Hub | Display & Video 360 | BigQuery | Dragonfly-Connect data clean room solution
The Challenge
With annual investments exceeding £170+ million across multiple platforms and channels each year, this leading global retailer sought to establish a future-proof, privacy-compliant infrastructure enabling precise measurement of brand awareness impact.
Running multiple concurrent campaign simultaneously presented a great potential for messaging over exposure and sub-optimal reach patterns.
The Goal
We aimed to maximise brand awareness and optimise media spend to:
Minimise media wastage
Enhance reach efficiency
Improve the lifetime value of consumers
...all within a privacy-compliant framework.
The Solution
We started by designing a privacy-compliant clean room infrastructure, enabling us to observe, analyse, and model data, all with a privacy-first approach. This facilitated comprehensive data analysis and optimisation, empowering audience modeling and mitigating future constraints on third-party data tracking and re-targeting.
Integrating Ads Data Hub with DV360 provided us with a deeper understanding of individual campaign distribution frequency and broader distribution patterns, unveiling the extent of audience overlap across concurrent campaigns.
Our investigation revealed instances where certain consumers were inundated with advertisements, leading to disengagement and a negative user experience, while other vital audience segments remained underserved.
By pinpointing this targeting frequency imbalance, we automated the process of infusing more refined targeting parameters into media planning, frequency allocation, and bidding strategies.
The Results
19% | +42% | +£2.5m |
Budget spent on over-exposed users reinvested on under-exposed users | Uplift in reach effectiveness through our data clean room solution | Media spend efficiency optimisation |