Lilydale use Identity solutions to increase engagement by 15%, increased browser uplift reach and lowered CPM’s
As the industry moves towards cookie deprecation, Lilydale Free Range, an Australian free-range chicken supplier owned by Baiada Group, wanted to find a way to retarget their users on premium publishers. They were looking to find a cookieless way to improve engagement, CPMs, as well as increasing spend across premium publishers spend.
Lilydale Free Range worked with their media agency, Havas Media Group to develop and execute their campaign strategy to retarget users without cookies. The solution was an industry first for the Australian market.
There were two key strategies to the campaign. The initial prospecting phase followed by remarketing. Both prospecting and remarketing were run through MediaMath’s platform.
For the remarketing strategy Havas worked with MediaMath and ID5 to activate cookieless audiences using its own audience planning platform, Converged. The solution leveraged first-party data from Lilydale Free Range’s website where users had given their consent. These users were then assigned ID5’s universal identifier, which was used by MediaMath to retarget the campaign, with a focus on premium publishers including News Corp Australia and taste.com.au.
As well as being an industry-first, the campaign delivered impressive results which were featured in CMO Australia.
The uplift in browser reach using ID5 was significantly higher than with a third-party cookie model. The ID5 remarketing strategy reached 2.6X more users on Safari than third-party cookies, and this number increased to 19X on mobile.
Retargeting strategies normally require a much higher CPM than prospecting. For this campaign the prospecting and retargeting strategies were broadly in-line, significantly improving cost-efficiencies as well as reach. For example – across one publisher the retargeting CPM was $0.11 lower on retargeting strategies compared to prospecting.
Spend across premium publishers also increased in-line with the brand’s goals. One publisher saw a 155% increase in spend for the remarketing ID5 strategy compared to the original prospecting strategy.