The Drum Awards for Marketing APAC

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Marketing Brand Strategy Hybrid Theory

How Hybrid Theory ushered in the cookieless future


By Awards Analyst | writer

December 5, 2022 | 4 min read

Hybrid Theory won at The Drum Awards for B2B 2022 in the Best use of Programmatic/AdTech category for Hybrid Theory proving cookieless isn’t the future – it’s the present. Here, we find out more about what went into this successful work.

Hybrid Theory

Hybrid Theory declare the cookieless future has arrived

Presented with a glacial shift toward the cookieless future from Google down Hybrid Theory has jumped the gun and declared that future to be now. Not mucking about the B2B tech services provider is showing marketers that they need not be left behind when the inevitable shut-off occurs.

The brief

Pushing against prevarication the approach seeks to avoid any last-minute panic around the switch from marketers lulled into complacency by the slow pace of transition. That prompted a technology giant and its agency to commission Hybrid Theory to mount an awareness campaign in France, Germany and Britain.

Employing video and display advertising the European campaign tested cookieless targetting against existing programmatic strategies to challenge the perceived wisdom that cookieless techniques are the poor cousin to traditional tracking solutions.

The idea

To hammer home, the message Hybrid Theory first aimed to raise awareness of the brand's commercial division. That achieved the primary objectives of attaining a click-through rate (CTR) of at least 0.1% and maintaining a video completion rate (VCR) of 70% at a minimum using both strategies could be pursued.

In the process, it was hoped to demonstrate that cookieless campaigns are capable of outperforming traditional routes.

The results

Grouping its findings under two main fronts Hybrid Theory found that the parallel campaigns met or exceeded the brand's goals, especially in the video which smashed awareness and engagement KPIs by 5.5 times.

Cookieless strategies were shown to outperform cookie-driven approaches to deliver a CTR of 0.5% versus 0.48%. In the video, the cookieless approach delivered a VCR of 72.17%, again fractionally ahead of the non-cookie approach (68.14%).

This campaign was a winner at The Drum Awards for B2B 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.

Marketing Brand Strategy Hybrid Theory

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