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Sunday, November 28, 2021

How Havas Media HK and Oracle are utilizing contextual intelligence to drive cookie-less promoting at scale

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Digital and programmatic promoting is at an inflexion level, with the {industry} striving for privacy-first, brand-suitable promoting that also delivers effectivity and scale. Oracle and Havas Media have been working collectively to make use of Oracle’s Contextual Intelligence, a part of Oracle Promoting Options to do exactly this for manufacturers, incomes a Markie Award finalist spot alongside the way in which.

The Drum introduced collectively Oracle Promoting and Havas Media to know what went into this case research and what manufacturers and companies can be taught from this for their very own campaigns.

The problem that Havas was dealing with on behalf of its consumer, a high-end jewelry model, was in reaching its target market with restricted viewers knowledge within the native market. Oracle Promoting labored carefully with Havas Media to discover a answer based mostly round customised contextual intelligence.

The highlights from the case research are that the usage of Oracle Promoting’s Contextual Intelligence drove spectacular outcomes for Havas, together with a 30% discount in common CPA alongside a 22% uplifting common CTR.

The target from the outset was to drive model consciousness and gross sales for the model and to do that, Havas Media and Oracle Promoting created personalized contextual intelligence segments, in addition to utilizing its ‘Predicts’ device which dynamically encompassed key phrases associated to vogue and jewelry merchandise. This meant the model was capable of join with prospects whereas they engaged with stylish content material related to vogue, jewelry and accent, which general helps to extend the message relevancy to vogue and jewelry content material at a real-time. (See “Important promoting and content material insights for the 2021 vacation season” for buying content material traits).

Louis Ng, programmatic buying and selling lead at Havas Media, says, “The end result was fairly good by way of conversion and visitors after we adopted the contextual segments, the metrics had a giant soar. I feel we are going to hold utilizing these segments and discover extra segments, like in contextual, to create extra alternatives to optimize the marketing campaign end result.”

By way of how these instruments can be utilized by different manufacturers, what’s actually capturing the thrill of digital entrepreneurs is the power to resolve a number of the {industry}’s largest challenges round third-party cookie deprecation and model security, whereas nonetheless scaling focusing on efforts.

By way of third-party knowledge focusing on, Suki Ngai, Head of Enterprise Growth for Hong Kong, Taiwan and Korea says, “With the restricted third-party cookies knowledge obtainable available in the market, Oracle Promoting has been providing Contextual Intelligence options to our advertisers which goals to assist them transit into the post-cookies world easily. Contextual Intelligence is a cookies-less focusing on answer for advertisers to leverage for his or her digital campaigns which assist them maximize their reaching scales within the focusing on markets by utilizing standalone contextual options or use it as a supplementary focusing on tactic after they have their third celebration viewers purchase. To maximise reaching scale is the important thing for each marketing campaign and it is extremely essential for advertisers, particularly to these with performance-driven aims.”

As for model security, Ngai provides that each one manufacturers needs to be contemplating model suitability when they’re planning digital campaigns.

“Now we have been educating advertisers that we must always all the time take a Model Suitability strategy into consideration for each digital marketing campaign,” she says.

Ngai shared a well known quotes by the Berkshire Hathaway CEO and investor, Warren Buffet, “It takes 20 years to construct a fame and 5 minutes to damage it. If you consider that, you will do issues in another way”.

“Oracle Promoting does present purchasers to entry industry-standard model security classes for transparency and baseline management of any marketing campaign and this significantly gives the answer to advertisers who’re massively delicate to their model security and we are able to additionally create personalized model security answer to maximise the model security safety for his or her campaigns,” she provides.

For manufacturers that need to see comparable enhancements to the efficiency of their digital advertising and marketing, Oracle Promoting’s Ngai presents the next steps:

  • Begin with the usual (static) segments to attach with customers in real-time as they navigate moments and mindsets.

  • Guarantee your marketing campaign is protected with a model appropriate strategy, aligning with areas of alternative whereas mitigating danger by means of a customized strategy.

  • Then layer on a extra superior tactic, i.e. Predicts (dynamic), which strikes you additional up the contextual maturity mannequin, discovering related trending content material to maximise ROI and prolong the attain of advertiser’s campaigns. That is particularly important through the pandemic since each customers’ shopping for behaviour has modified lots, resembling from offline to on-line, as of late. Advertisers will certainly need to guarantee they don’t miss out on any market alternatives.

To seek out out extra about Markies Awards the place Havas Media was shortlisted, and to see extra winners from this 12 months, see the Markies Awards web site.

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