De Beers run Display campaign through MediaMath platform to increase reach and improve CTR and viewability

CAMPAIGN OVERVIEW

When it comes to running digital campaigns, luxury brands can be among the most challenging. A highend brand like De Beers can’t be seen in just any environment. Limitation restricts scale and optimization capability while expectations of scale, performance and efficiency are high. Achieving success is a fine balancing act. Havas used the MediaMath platform to deliver De Beers a campaign that needed to be high-reach, while also protecting the client’s brand. The target audience was high net worth individuals, luxury audiences and those shopping for a wedding.

• Primary KPI: Reach
• Secondary KPI: CTR, viewability

SOLUTION

Programmatically the formats comprise of display IAB formats including standard MDU, DMPU, Billboard and Leaderboard formats, across all devices and webpages.

It is vital that the campaign ran in the right environments. To achieve that goal Havas takes a dual approach. First a luxury marketplace is created. It includes a primary sitelist of luxury publishers approved by De Beers such as Elle or Harpers Bazaar. Advertising is run across the entirety of these sites with no additional targeting overlaid. There is also a secondary sitelist including more publishers, such as high-end news sites, to which targeting is applied.

For targeting Havas used MediaMath audience segments, to allow the DSP to optimize against the whole range of segments available. Target audiences included high net worth individuals, wedding shoppers and luxury audiences.

Havas also commissioned Oracle to build a custom creative segment specifically for De Beers. This segment includes topics relevant to the client. When news relevant to this content is trending, the campaign will be optimized towards those specific content areas, to ensure DeBeers appear against relevant trending topics.

Both IAS and Moat are used as Brand Safety partners and there is a minimum viewability target of 70% across the campaign. To achieve this, Havas have pre-bid segments in place to make sure that the campaign only targets inventory that has already delivered 70% viewable previously.

RESULTS

For a luxury campaign, delivering in high-end environments at the required scale is half the battle. By using a two-tiered inventory approach, creating a luxury Meaningful Marketplace and building its own custom segment through Oracle, Havas were able to successfully deliver the campaign with MediaMath.

In the UK/France, reach targets were +352% vs the planned figures, whilst the CTR exceeded 0.14% across both markets, vs the benchmark of 0.06%. Meanwhile viewability was at 84% vs the benchmark of 70%. Performance was then replicated across US and Canada, with performance exceeding benchmarks across the same core KPIs.