Editor's choice: The Drum Digital Advertising Awards USA 2019 open for entries
The Drum Digital Advertising Awards US is back for its annual quest to identify the very best in adtech and programmatic.
2018 saw winners from Dell, Jacksonville, Mindshare and Beats by Dre. The Drum’s US editor, Ginger Conlon tells us what she liked about these innovative campaigns.
Dell: small business innovative connected TV advertising
Dell developed its first-ever small business connected TV (CTV) campaign, enabling it to improve targeting, optimize real-time and leverage advanced measurement to evaluate campaign effectiveness. It exceeded delivery goals, increased consideration and yielded strong business results.
Conlon said: “Dell’s smart use of data is what gave the campaign it’s edge. Dell tapped a broad array of data sources, from its CRM to third-party audience segments, to find just the right set of prospective customers across mobile and desktop channels. Combine that with using approaches such as real-time optimization and measurement, it’s no wonder that Dell surpassed its goals.”
Innovid, Compass Point Media and Jacksonville: Data drive video increases brand lift
Johnsonville, it’s agency Compass Point Media and their video marketing platform Innovid set out to generate excitement about grilling season. By utilizing Innovid’s technology, they were able to develop over 1000 unique video creatives that used weather forecast data for a data-driven cross screen digital video campaign."
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“Johnsonville’s clever approach to ‘personalization’ saw it create about 1,000 versions of its video ad kicking off grilling season,” expressed Conlon. “That personalization — which included local weather forecasts and imagery — fired up brand lift by 33%. It also helped Johnsonville scorch its goal for site visits, which the company exceeded by 40%. Its success shows that you don’t always need PII to get personal.”
PMG and Beats By Dre: above the noise
One of the biggest sporting events in recent history was the boxing spectacle of Conor McGregor vs. Floyd Mayweather. The goal for Beats by Dre, which has made its name in recent years from successfully tying itself to major sports events, was to elevate the brand to mainstream consciousness despite not being a fight sponsor.
“Beats by Dre made its own bold move by working with professional mixed martial artist Conor McGregor — known for his bold personality and bolder ambitions — to connect with consumers through its #AboveTheNoise campaign,” explains Conlon.
“The campaign was a rallying cry to consumers who have their own audacious goal and who want to block out distractions and naysayers to reach them. Beat used smart timing, harnessing the buzz of the Conor McGregor vs. Floyd Mayweather boxing match. Despite McGregor losing the match, Beats scored big in terms of engagement and reach."
Mindshare/GroupM and BlackRock/iShares: iSentium Campaign
This custom-built solution for BlackRock/iShares, helped them stay ahead of the competition and move at the “speed of social” by utilizing sentiment from social media. In doing so they were able to predict market movements, adjust media spend and messaging across search, social and programmatic platforms accordingly.
Conlon said: “Working with Mindshare, BlackRock/iShares built a first-mover advantage to get ahead of market changes. Thinking differently allowed them to find data partner iSentium, which enabled them to make predictions based on ticker-level data and consumer sentiment on social channels. That unique insight allowed them to not only predict relevant market movements but also adjust their creative messaging to grab consumers attention ahead of their competitors.”
The Digital Advertising Awards USA are now open for submissions. The awards are open to anyone in the digital media/trading ecosystem, including advertisers, publishers, agencies, trading desks, technology companies etc.