ADR WINS IAB PROGRAMMATIC AWARDS 2019 WITH THE USE OF DYNAMIC RADIO IN ‘EVERYTHING REVOLVES AROUND’ CAMPAIGN
In the ‘Everything revolves around’ campaign that ran at the end of 2018, everything revolved around the region. The own region was central to every news app. All media deployment is therefore, where possible, regionalized, which among other things resulted in city-specific social media advertisements and city-specific outdoor communications. With a dynamic radio commercial we were able to go one step further and based on geo-targeting we could determine where someone was and which radio commercial they were told.
If you were in Den Bosch then you got the message: We, we know exactly what is going on in Den Bosch with sender Brabants Dagblad, but if someone was in Alphen then we knew exactly what is happening in Alphen with the AD as sender. For example, we have targeted no fewer than 39 different places / regions and we have been able to reach consumers in the most relevant way with our message: ‘Everything revolves around your region’.
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Castorama wins Effective Use of Data (Gold) and Campaign Effectiveness (Silver)
Castorama worked with Xaxis to make it the online sales leader in the home-improvement category, with a limited budget. They wanted to create new paths to conversion and used content featuring popular celebrities to target their demographic by boosting engagement. Utilising mPlatform and AI-based targeting technologies, Xaxis matched banners served to the interests of each consumer. They then tailored content to be even more targeted. To maximise sales, they cross-referenced data for castorama.pl with the best-selling items on Google, Allegro and Ceneo online stores.