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lift in engagement rate due to cross channel targeting aligning with user behaviour throughout the day.

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completion rate

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above In-View time bench mark due to successfully optimising towards attention metrics

Challenge

The objective of the campaign was to leverage programmatic media to empower Kiwi beer drinkers to feel comfortable drinking a beer in any situation, yet without comprising on taste or social perception; be that with breakfast in a café or at Friday work drinks before you hit the traffic for a weekend at the Bach.

Solution

To maximise the brand’s message, we used a longer 30 second format across a variety of channels and audiences to maximise efficient reach across specific audiences beyond beer drinkers.
The targeting was a mixture of broad and specific audiences to ensure we were able to generate as much reach across all possible beer drinkers, while also creating relevance through different channels.
We created an omni channel execution across connected TV, mobile, audio and video with unique messaging used for specific audiences based on consumer insights.
Through the examination of audience behaviour data, we were able to create a unique strategy that followed users throughout the day based on the media they consumed, delivering in environments that were more likely to drive the desired outcome, on a variety of devices. This in turn resulted in increased efficiencies in media investment as delivery was optimised towards placements with specific messaging at times that drove impact.

Result

Improved Media Performance: delivered 97% completion across skippable formats vs. 40% benchmark.
Improved Effectiveness: measured mental availability through optimisation towards attention metrics.
Improved Efficiency: Cross device execution ensured optimal media investment versus contact frequency.

The campaign was wildly successful, for every dollar spent on media we delivered $5.51 back to Heineken.They even had to make a call to Amsterdam for them to send more beer! 

Amnet

Amnet is Dentsu Aegis Network's global programmatic buying group, specialising in the use of media, data and technology to bring different and better programmatic solutions to Dentsu Aegis Network clients.
Its mission is 'to underpin all brand communications with a single, consistent and deep view of a consumer and context.'

Amnet believes that no single ad technology, media owner or network can address audiences as effectively and efficiently as it can. It is committed to staying at the cutting edge of the programmatic landscape, educating its business and clients on ways it can use technology and data to deliver more efficient and effective advertising with the right metrics as its benchmark.

Amnet is part of Dentsu Aegis’ investment division Amplifi. Amplifi operates in three distinct areas: Investment, Global Media Partnerships and Programmatic Buying (Amnet). The goal of Amplifi is simple; to deliver value for clients through the use of technology, insight and creative thinking and at Amnet we leverage all of these to create the best possible solution for our clients.