Vivo use Display to generate 5.1 million impressions and generate brand awareness in Mexico

CAMPAIGN OVERVIEW

Vivo, a technology company specialising in smart devices and intelligent services, was looking to generate brand awareness, improve CPM and CTR in Mexico for the release of their new product, the Vivo X80 Pro.

Vivo is relatively new to the Mexico market, having only launched in 2021, so they were very keen to position themselves highly in the market.

SOLUTION

Vivo worked with their media agency, Havas Media Group and MediaMath to develop and execute a Display campaign, integrating creative measures for mobile devices. To reach their desired target audience, 3rd party data audiences from Retargetly were selected. Vivo was looking to target audiences aged between 18-44 based on income NSE AB, income NSE C, lifestyle, frequent & business travellers, luxury, Android fans, smartphone users, Telcel fans, and those interested in photography and shopping. They were also very keen to target audiences related to the Qatar 2022 World Cup as they are an official sponsor for the competition, so a whitelist of sites related to soccer/football obtained from Comscore, was integrated.

MediaMath tools such as DBA and Marketplaces were utilised to reach their audiences and optimize Vivo’s budget as well as Open Exchanges. The Marketplaces used were:

  • MediaMath Latin America Marketplace
  • MediaMath Multicultural Publisher Marketplace
  • MediaMath Curated New Marketplace
  • MediaMath Performance Marketplace
  • MediaMath Brand Engagement Marketplace (CTR)
  • MediaMath Viewable Marketplace

To measure viewability, DoubleVerify’s auto-tag option was activated in each strategy to encourage ads to appear in more visible sections for users. A block list was also integrated with sites identified in categories that put the brand’s prestige at risk, alongside activating the option ‘restrict bids to impressions with transparent URLs’ in site list to identify a higher percentage of URLs that were impacted by the campaign.

RESULTS

AThe campaign achieved a 0.16% CTR, a $43.11 CPM, delivered 5.1 million impressions and 8,353 clicks. 90% of the impressions were generated through Smartphone with 7,698 clicks making it the device that brought the most traffic to Vivo’s site.

  • 67% Viewability rate

ABOUT THE COMPANY

Havas SA is a French multinational advertising and public relations company, headquartered in Paris, France. It operates in more than 100 countries and is one of the largest advertising and communications groups in the world. Havas consists of three main operational divisions.

Vivo Communication Technology Co. Ltd. is a Chinese multinational technology company headquartered in Dongguan, Guangdong that designs and develops smartphones, smartphone accessories, software and online services.

DOWNLOAD FULL CASE STUDY