Dusseldorf – The change of media usage habits forces advertisers to rethink. While the desired target group was previously easily addressed through TV ads, nowadays TV ads and online video commercials need to be combined in order to achieve relevant reach in many marketing target groups. The integrated placement of moving image campaigns with X-Cross now leads to considerable benefits for advertisers. This is revealed by the PayPal campaign.
Within the scope of a TV and online campaign at PayPal, covering the topics of security and trust, the supervising media agency Optimedia Dusseldorf deployed the technology X-Cross, developed by VivaKi in collaboration with the Berlin-based Data Specialist nugg.ad. It enables moving image campaigns on TV and online to be placed fully integrated, to optimise the contact classes across the different channels and to maximise the net reach of the campaign.
The campaign results for PayPal were completely convincing. Within the target group of the 18- to 49-years-old people, the TV reach of 81 per cent was complemented by another eight per cent of mere online video contacts. Thanks to X-Cross the mere online contacts thereby grew by 38,8 per cent. Moreover, the campaign-accompanying research approach of Ninah certified an increase of aided recall for individuals with online video contact from an already high initial value of 53 to 62 per cent. The brand image also benefited from the integrated moving image campaign: the number of people considering PayPal as trustworthy grew from an already high level by further 18 per cent, the number of people perceiving it as particularly secure increased by eight per cent.
“Most of the time TV advertising alone is not sufficient anymore for an effective target group approach these days”, explains Michael Marzahn, Managing Director Optimedia Dusseldorf. “Thus, to add online video contacts is becoming a necessity. The example of Paypal distinctively shows which value is added to the campaign success by an integrated placement.“
“As advertiser we do not only need to be present in online media but it is our goal to synchronise the channels in a best possible way in order to optimally place our corporate claim”, adds Anja Urlichs, Head of Marketing at PayPal. “With the aid of X-Cross we were able to increase the efficiency, i.e. net and gross reach, as well as the effectiveness regarding the brand image of PayPal.”
“The integrated placement of campaigns on TV and online has been stirring the industry for quite some time now,” adds René Lamsfuß, Managing Director of Ninah. “This is why we are happy to be able to offer our clients a solution which is based on the best data sources available in the market and which can be called into action for campaign-specific placements.”
Unlike other market players VivaKi relies on a single source approach with X-Cross and makes use of the Media Efficiency Panel (MEP) of GfK. In a second step, target groups of the respective TV campaigns, identified through the MEP and refined by contact classes, are then analysed by nugg.ad according to their online usage. Based on intelligent algorithms and machine learning, X-Cross creates target group models from this data. These are then specifically addressed in online campaigns while taking into account the TV campaign contacts.
Part of Publicis Groupe (Euronext Paris Exchange: FR0000130577; and part of the CAC 40 index), the world’s third largest communications group, VivaKi was established in 2008 to accelerate the digital transformation and expertise of the Groupe and its agencies. Today we are the global leader in digital advertising solutions, working with the world’s leading organizations to help marketers navigate the evolving and chaotic consumer landscape. We achieve this by scaling the products and solutions our agencies and their clients need today, while incubating the tools, relationships and business models they will need tomorrow.
About nugg.ad – Europe’s Audience Experts:
nugg.ad was founded in 2006 and is Europe’s largest targeting platform with cutting edge real-time technology for audience targeting, efficient brand advertising and data management. Powered by machine learning, the company enables its partners to deliver highly target group-specific digital advertising for display, video and mobile advertising – on direct sales or programmatic platforms. Furthermore, advertisers and website operators benefit from a substantiated analysis of their user groups, as well as targeting of relevant content. For its unique data protection approach, nugg.ad has been awarded several privacy certificates such as the EDAA Trust Seal and the ePrivacyseal by ePrivacyconsult GmbH in recognition of its exemplary Online Behavioral Advertising. nugg.ad is a company of Deutsche Post DHL Group since 2010 and has a number of strategic partnerships with global players including VivaKi, Carat & OMG on the agency side, publishers such as Axel Springer Media Impact, OMS and Bauer Media as well as advertisers like Burger King, bwin, L’Oréal, Kellogg’s & Hewlett Packard. nugg.ad has offices across Europe including Berlin, Warsaw, Paris, Copenhagen, Oslo, Stockholm and Milan.