RTB House

RTB House is a global company that provides state-of-the-art marketing technologies for top brands worldwide.

Warsaw, Poland
Founded: 2012
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Dynamic Video Ads Help Tazz Customers Find Local Dining Gems

by Kaja Pryczkowska

Tazz is a Romanian food services platform that helps to connect restaurants with hungry customers. The company places a strong emphasis on showcasing unique local dishes.

Tazz wanted to run a campaign to help customers locate restaurants offering international dishes with a local twist. The team launched a marketing campaign involving partners from across Romania, each of whom had created their own unique dish. However, Tazz still needed to find a way to effectively tailor their message to local users based on their preferences. That’s where RTB House stepped in.

THE CHALLENGE

Tazz already had a brilliant video that encouraged eating in specific local restaurants, but they wanted to go a step further. The company devised a plan to deliver relevant local content to users in each of the 28 Romanian cities that they are active in.

This type of campaign is significantly more complicated to pull off. It involves interpreting user data to select relevant content and offers from hundreds of potential local partners. Done manually, this could require hundreds or thousands individual creatives showcasing the dish of each partner.

It was also important to create a tailored approach to ensure that content was reaching the correct users. This did not just mean content tailored to geography, but also to the predicted food preference of each user. If this had to be completed by hand, this would be a daunting task. Tazz wanted to ensure that the campaign was successful by focusing upon reach, viewability, and video completion rate (VCR).

THE SOLUTION

To solve these challenges, RTB House took advantage of its state-of-the-art Deep Learning technology.

The first step was to understand user groups, and create a way to dynamically display content that was based on an individual user’s location and predicted preferences.

Once these groups were ready, the RTB House team created high-quality video ads that were able to substitute small clips of specific footage and offers tailored to the user in the form of video ads and banner video ads. For example, each clip could showcase one of the individual dishes created by Tazz partners. This helped to increase the chance that a user would connect with this video, maximizing campaign efficiency.

Deep Learning algorithms were used to optimize the campaign, ensuring that results continued to improve over time. This empowered Tazz to connect with users, and helped RTB House achieve some impressive results.

The Tazz campaign was an excellent opportunity for the RTB House team to demonstrate why we’re industry leaders. We are particularly happy that thanks to our advanced platform we managed to run smoothly such a complex mechanism of campaign that helped Tazz to communicate better their local approach.

~Catalin Emilian, Country Manager Romania and Bulgaria, RTB House

THE RESULTS

RTB House was able to beat a number of key metrics for the campaign. Deep Learning algorithms ensured that the viewability rate was 10.33% above the agreed benchmark.

Personalized creatives helped to create engaging videos, and a VCR that was 6.39% above expectations. The Tazz campaign in general showcases the power of combining tailored messaging with cutting edge Deep Learning algorithms.

We are exceedingly happy with the results RTB House managed to generate. The company’s approach to compelling creative, combined with technology enabled targeting, helped our message reach users more effectively than ever before. We are looking forward to future campaigns together.

~Mihnea Ursu, Online & Offline Media Manager, Tazz

Tags

deep learning
Digital Advertising
Online Marketing
video ads

Clients

Tazz