Appetite Creative Solutions programmatic skins with Hoopla and MenaMarketPlace Worldwide

Taking it easy with Club Med

The Challenge

Our clients Hoopla Digital (a digital advertising network specialising in branded solutions across online video, display, and mobile) and MMP MenaMarketPlace Worldwide (a leader in the programmatic advertising space, helping publishers to better monetize their digital advertising inventory) were keen to leverage the potential savings and increases in conversion (over 500% in some cases) that programmatic automation can deliver.

Having approached Appetite Creative for a solution, we utilised our new programmatically served 'liquid skin' - a fully responsive format which works across desktop, mobile and tablet screens - enabling high-impact, creative solutions. For multi-device activations, the liquid skin format allows buyers to enable campaigns across multiple platforms from their own DSPs, enabling agencies, advertisers and publishers alike to trade through Google’s DoubleClick Bid Manager with enhanced creative and high impact formats.

The Solutions

For Hoopla Digital, we designed a programmatically served liquid skin that would display as much as possible of the services offered by their client, Club Med.

The company that revolutionised holidays starting back in the 50s have always been known for offering all-inclusive breaks, all over the world. With 70 destinations across 26 countries, there was a need to convey variety, contrast, and in keeping with the Club Med ethos, the creative needed to be extremely easy and light to use. Club Med offer relaxing getaways, not gruelling mountain hikes!

We produced a sliding liquid skin that shows two distinct and contrasting holiday destinations, at the same time, with a relaxing and intuitive control.

We also created an interscroller so that further Club Med offers were placed into the page as the user scrolled down. Further to this we added dynamic updates so that the client could use a feed to control what offers were being shown.

The unique 'liquid skin' format was also used to design a programmatic advertising campaign for a Japanese car manufacturer across the Middle East - a dynamic ticking clock promoting the brand’s 100-hour sale - sold through Appetite’s partner MMP MenaMarketPlace Worldwide, the leader in the programmatic advertising space across the MENA region.

The Results

The Middle East campaign ran in both Arabic and English and landed a 2.54% CTR against the industry average of 0.2 – almost 13 times the industry benchmark throughout the entire 100 hours. The Club Med campaign was served programmatically almost a million and a half times and saw its CTR more than double the industry benchmark.

Jenny Stanley, MD, Appetite Creative

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