芥末 uses dynamic creative versioning to increase awareness & 受彩乐园dsn
概述
芥末, a UK-based motor insurance comparison website, was looking to increase br和一个wareness, 受彩乐园dsn, 网站流量, 购买意向. Since the insurance comparison market is over-saturated, this provided a challenge for 芥末 to rival competitors and become a well-known brand. 芥末 hadn’t previously run a targeted audio campaign, which provided an opportunity to deliver strong results while also proving the effectiveness of dynamically targeted ads.
What was the role of digital within the media mix?
八度音频 - an audio advertising platform dedicated to building effective, addressable digital audio campaigns using first-party data - came to AdsWizz, 长期合作伙伴, to test its Dynamic Creative Optimisation (DCO) tool. DCO is an in-house dynamic ads solution which enables brands to connect at an individual level, 在合适的时间和地点. By leveraging extensive data points such as behavioural segments, 当地的天气, 设备类型, DCO enables brands to dynamically generate and deliver a multitude of customised creatives to listeners at scale. 八度音频 helped 芥末 test DCO for its regional campaign with an objective of understanding if dynamically targeted ads resonated with 芥末’s target audience better than generic ads.
为了这次竞选, 芥末 users were targeted in key locations within the UK (Birmingham, 南安普顿, 布里斯托尔, and Norwich) with different messaging about the average price customers paid for motor insurance based on age and location. Each piece of audio had dynamically generated location 和一个ge characteristics.
杀手统计数据
你看到了什么结果? What was the biggest achievement?
八度音频 worked with Veritonic - a leading audio research 和一个nalytics platform - to find the 意识的提升, 受彩乐园dsn, 和意图. Each respondent heard four 芥末 ads, including one generic and three location 和一个ge-targeted ads. Users were then asked about the ads’ impact, which were then segmented to look at the targeted versus non-targeted ad respondents.
The results from the Veritonic brand uplift study displayed that across all cases there was higher awareness (+ 14 ppt), 相关性(+ 14 ppt), 和意图 (+5ppt) for the targeted respondents versus the non-targeted respondents. 还有一个 + 47 ppt 提升好感度 towards 芥末 和一个 + 33 ppt 购买意愿提升 for all listeners. The results demonstrated that dynamically targeted creative can be much more effective when wanting to connect with specific audiences. The success of this DCO campaign led 芥末 to run further campaigns with 八度音频.
与AdsWizz的合作, 八度音频, and 芥末 has received industry recognition as a finalist in the 2022 Digiday Marketing and Advertising Awards in the Best Use of Audio category.
With the help of AdsWizz’s DCO technology, we were able to increase engagement and drive effectiveness by dynamically delivering our message with personalized and contextual creative. This real-time personalization is something new in the market, and to be the first brand to utilize this in the UK with AdsWizz is a great honor. We always want to ensure relevancy and pertinence is at the heart of every interaction we have with our customers, 所以使用DCO, we were able to cut through the noise and integrate our message into the listener’s surroundings for a more tailored, 相关广告经验.
