Digilant and MediaMath drive 75% VCR using real-time
Digilant’s client, an auto-repair brand, wanted to reach users experiencing rainy or snowy weather conditions to generate awareness and drive site traffic. They were looking to target adults aged 25-54, skewing 70% male 30% female. The core KPI targets were 75% VCR and 60% Viewability.
For this campaign to work, the targeting needed to be real-time. To deliver their Video campaign to the clients desired target audience, primary and secondary targeting was done.
For their primary targeting strategy, IBM Watson Advertising Weather Targeting was used to target those in areas where there was a forecast of rain or snow in the next 24 hours. To compliment this, MediaMath Audiences and Machine-Learning Brain optimization towards target age and demographic groups was also used.
In their secondary targeting strategy, they utilized MediaMath Audiences targeting males, contextual targeting (pages with relevant content), Apps installed (car maintenance, battery, tire apps), third-party behavioural data (owns a vehicle, light DIYers, shops at auto part retailers) and Search Engine +
The campaign overdelivered against its benchmarks achieving 63% viewability as track by MOAT and over 75% VCR. The weather targeting strategies achieved 75% VCR as a whole, with the Midwest and Southern regions outperforming at 76% and 77%