To overcome the challenge of banner-blindness, a hyper-relevant campaign was in order - discovering the right audiences and technologies available in driving the creative approach required a deep understanding of the role of each media type in the larger digital advertising ecosystem. The resulting mix encompassed strategic allocation of media across channels to activate and target receptive audiences, with creatives curated to capture attention through hyper-relevancy. Using data to reach out to the right people, with the right message, at the right time, in the right place. This resulted in a creative that involved elements updated in real-time to include 3 key aspects:
1. The brand message: ‘Creativity is the Answer’
2. Image of a sponsored player
3. Real-time match score
The creatives were powered by a combination of 3 innovative technologies and platforms – Real-Time Triggers (RTT), Dynamic Creatives powered by Google Marketing Platform Studio, and a Live Score API. The dynamic trio of Google beta functions and 3rd party technology enabled adidas to serve creatives relevant in the moment to overcome ‘banner-blindness’ and drive better reach and engagement.
A frontrunner in innovative advertising technology, adidas is the first and only in the region to utilize a Real Time Triggers (RTT) beta feature. Based on real-time events, RTT activates line items within campaigns in Google Display & Video 360 (DV360) – in this case, match start or goals scored during the FIFA World Cup.
Following the RTT activation, Google Marketing Platform Studio integrated key creative aspects based on data-driven decisioning. Firstly, a fixed brand message of ‘Creativity is the Answer’. Secondly, an integrated Live-Score Football API data feed of the ongoing match. Thirdly, the image of a sponsored player depending on user interest. In cases where teams did not have a sponsored player, data determined the player featured.
A data-driven approach identified and activated prospective audiences. The audience strategy revolved around capturing data to build pools of qualified users interested and engaged in the brand, based on historical data with remarketing audiences and contextual data through keyword targeting.
Ads were placed on sites with World Cup Content, relevant to real-time matches. Mixed media included premium publishers (Goal.com and 90MIN), and high impact buys (YouTube Mastheads) and complemented search and social campaigns targeting audiences interested in football.
The campaign achieved impressive levels of engagement and high viewability
- Engagement is measured through click-through rate, which was 3x higher than usual, at 0.43%
- Without any viewability measures, 71% Viewability was achieved (measured by MOAT).
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