To specifically reach users willing to donate money, Swisscom Advertising deployed nugg.ad’s innovative branding technology as part of an online display campaign for SOS Children’s Villages, which had been realised by the media agency Mediaplus. Compared to users without any campaign contact, the willingness to donate money for the non-profit organisation SOS Children’s Villages was thereby significantly increased by up to 20%.
In a data driven approach, nugg.ad’s Branding Optimiser technology makes it possible to determine users with a high affinity for certain brands or offers. It also allows Swisscom Advertising’s online campaigns to be delivered to the right user, based on a cutting-edge, real-time machine learning method. Next to the improved target group address, advertisers are now able to gain extensive insights into their target group and to precisely measure the success of the campaign.
The pre-test and learning phase
In a pre-test, the willingness to donate money for SOS Children’s Villages by means of a short online survey among the various bluewin.ch users was determined, in order to identify the diverse features of the specific SOS Children’s Villages target groups. With this, a statistical model for a targeted and data protection-compliant addressing of these users who are willing to donate money could be developed.
The Branding Optimiser Phase
Based on data, the delivery of advertising content on bluewin.ch was optimised in real time during the actual campaign period. In this context a contact class management was employed at the same time, to determine the most efficient advertising exposure. In both phases, a total of more than 2.3 million ad impressions during a period of approximately five weeks were delivered.
Although the willingness to donate money had already been high on bluewin.ch before the campaign, the use of the nugg.ad Branding Optimiser was able to increase it by significant +8%, compared to users without any contact to online advertising material. The willingness to donate money among users exposed to the ideal ad exposure could even be increased by +20%. Moreover, SOS Children’s Villages was able to gain detailed insights into their specific target group and was supplied with a report on advertising recall – an ideal basis to optimise future target group specific campaigns.
About Swisscom Advertising:
Swisscom Advertising is the division of Swisscom (Schweiz) AG responsible for ad marketing across electronic media. Currently positioned as leader of a growing market, Swisscom Advertising offers ad customers and agencies premium digital solutions with the widest national coverage on any screen - PC, Mobile, Tablet and Swisscom TV.
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 by ePrivacyconsult GmbH in recognition of its exemplary Online Behavioral Advertising practices and the European Privacy Seal, EuroPriSe. nugg.ad is a company of Deutsche Post DHL 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, BBC Worldwide & Bauer Media as well as advertisers like Burger King, bwin, L'Oréal, Kellogg's & Hewlett Packard. nugg.ad has offices across Europe including Berlin, London, Warsaw, Paris, Copenhagen, Oslo and Amsterdam.