How Havas and Oracle are using contextual intelligence to drive cookie-less advertising at scale – The Drum

Digital and programmatic promoting is at an inflexion level, with the enterprise striving for privateness-first, mannequin-relevant promoting That furtherly delivers effectivity and scale. Oracle and Havas Media have been working collectively To make the most of Oracle’s Contextual Intelligence, An factor of Oracle Advertising Options to Do exactly this for styles, incomes a Markie Award finalist spot alongside The biggest method.

The Drum launched collectively Oracle Advertising and Havas Media To know what went into this case research and what styles and enterprisees can study from this For his or her very personal advertising campaigns.

The problem that Havas was dealing with on behalf of its shopper, a extreme-finish jewelry mannequin, was in reverying its Viewers with restricted audience knowledge Inside the native market. Oracle Advertising labored intently with Havas Media To discover An reply based mostly round custom-madeised contextual intelligence.

The extremelights from the case research are that Using Oracle Advertising’s Contextual Intelligence drove spectacular end outcomes for Havas, collectively with a 30% discount in common CPA alongsideside a 22% uplifting common CTR.

The goal from the outset was to drive mannequin consciousness and gross sales for the mannequin and To Do this, Havas Media and Oracle Advertising created custom-madeized contextual intelligence segments, As properly as to using its ‘Predicts’ system which dynamically encompassed key phrases associated to style and jewelry merchandise. This meant the mannequin was In a place To join with prospects the placeas they engaged with trfinishy content material related to style, jewelry and accent, which general assists To enhance the message relevancy to style and jewelry content material at An exact-time. (See “Important promoting and content material insights for the 2021 journey season” for buying content material trfinishs).

Louis Ng, programmatic buying and promoting lead at Havas Media, says, “The Outcome was pretty good When it Includes conversion and visitors after we adopted the contextual segments, the metrics had An monumental leap. I exactly feel We’ll maintain using these segments and discover extra segments, like in contextual, to create extra alternatives to optimize the advertising campaign Outcome.”

In phrases of how these mannequins Might be make the most ofd by completely different styles, what’s exactly capturing The thrill of digital entrepreneurs is The power To unravel A pair of of the enterprise’s largest problems round third-celebration cookie deprecation and mannequin safety, the placeas nonethemuch less scaling concentrating on efforts.

In phrases of third-celebration knowledge concentrating on, Suki Ngai, Head of Industry Enchancment for Hong Kong, Taiwan and Korea says, “With the restricted third-celebration cookies knowledge out there On the market, Oracle Advertising has been offering Contextual Intelligence solutions to our advertisers which goals To assist them transit into the submit-cookies world easily. Contextual Intelligence is a cookies-much less concentrating on reply for advertisers to leverage for their digital advertising campaigns which assist them maximize their reverying scales Inside the concentrating on markets By way of the use of standalone contextual solutions or use it as a supplementary concentrating on tactic As quickly as They’ve their third celebration audience buy. To maximise reverying scale is The important factor For every advertising campaign and It is rather essential for advertisers, particularly to these with efficiency-pushed goals.”

As for mannequin safety, Ngai provides That Each one styles Ought to be think abouting mannequin suitability when They’re planning digital advertising campaigns.

“We now have been educating advertisers that We should almethods On A daily basis take a Brand Suitability strategy into think aboutation For every digital advertising campaign,” she …….

Source: https://www.thedrum.com/industryinsights/2021/11/25/how-havas-and-oracle-are-using-contextual-intelligence-drive-cookie-less

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