Tips On Tuesdays is a blog series written by AppNexus’ clients and partners. The series features practical insights on how various companies have been successful in today’s digital advertising ecosystem and how you can be too. Today’s post is written by Edgar Baudin, Managing Director of Gamned.
We have an expression in French, à chacun son goût, or “to everyone his taste.” We accept that people have unique needs and preferences, and we’re happy to embrace those differences. The expression also applies to the digital ad tech space – and we’ve embraced it by providing advertisers with customized solutions.
We employed this philosophy with Orange, a mobile operator in Switzerland preparing to switch 100% of its display campaigns to RTB. Orange needed one-of-a-kind reports that none of the industry platforms we investigated provided, and we realized that the only way to help them succeed was to build customized tools and reporting for them on top of the AppNexus platform.
We met the challenge using a three-pronged strategy to help Orange’s campaign succeed:
Since Orange’s campaigns required heavy customization, we migrated all of Orange’s display spend to AppNexus; this included their branding, retargeting and DR campaigns. We felt AppNexus provided the only truly open and flexible ad serving platform, replete with APIs and open architecture.
We customized the AppNexus platform to fit their campaign needs. We built an ad hoc media-buying desk for Orange that delivered the specific metrics they needed but couldn’t achieve with their previous platform.
We used the newly available metrics to push for better performance. For example, Orange wanted to increase reach and ROI but still maintain a strict impression cap. To reach these goals, we optimized on:
- Viewability: By increasing ad views by 45% we were able to improve reach, cost-per-order, and CTR – all with the same media spend.
- Relevancy: It may seem straight-forward in retrospect, but a simple change like delivering creatives in four languages meant the ads resonated with more consumers.
It took less than a year to build the tools that provided all of the customization Orange needed. In that time we realized something important: technology is useless if it doesn’t support a customer’s unique needs and preferences.
Bottom line: When evaluating an ad serving platform, remember, à chacun son goût.
Note: Orange is a client of both AppNexus and Gamned.