At A Glance
During the year's most competitive promotional window, a large holdco agency used Experian Curated Deals to activate a 27 million-person luxury gift-giving audience across premium connected TV (CTV) inventory for a national technology brand. The brand saw a 128% lift in search revenue and an 84% increase in search sessions with several products selling out.Key takeaways
- Experian Curated Deals connected a 27 million-person luxury gift-giving audience with premium CTV inventory for a national technology brand.
- A single deal structure gave a large holdco agency access to multiple publishers through Experian’s direct supply integrations.
- The campaign coincided with a 128% increase in search revenue and an 84% increase in search sessions during Black Friday and Cyber Monday.
- The agency paired audience data with a supply-side platform (SSP) and used ongoing communication between data and supply to manage household reach week over week.
What challenge did the brand and its agency face heading into Black Friday?
A national technology brand and its agency needed to reach high-value gift shoppers after the brand reduced traditional broadcast TV spend. The agency used Experian Curated Deals to activate a targeted CTV campaign and track search activity and revenue during the promotional period.
Black Friday and Cyber Monday represent a meaningful share of annual revenue for the national technology brand. With cautious budgeting prompting the brand to pull back on traditional broadcast TV, its agency needed another way to reach luxury gift-giving shoppers at scale during this key sales period.
The brand’s goals:
What are Experian Curated Deals?
Experian Curated Deals combine premium data and premium inventory in private marketplace (PMP) deals activated through Deal IDs. This approach gives agencies a way to reach defined audiences in premium CTV environments through a unified deal structure.
With Experian Curated Deals, agencies can:
For agencies working across complex media buys on behalf of brand clients, Experian Curated Deals provide a curated path to high-value audiences that produces measurable outcomes.
How did the agency use Experian Curated Deals?
The agency used Experian Curated Deals to identify and activate a Luxury Gift Givers audience of 27 million people, sourced from publisher-derived audience data across entertainment, sports, lifestyle, and e-commerce networks.
The agency activated the audience across premium CTV channels through Experian’s direct supply integrations, including AMC Networks, Discovery, FOX, Pluto TV, Sling, and Vevo. The Deal ID structure brought audience and inventory together across publishers.
The agency paired Experian’s audience data with a well-known SSP in what the team described as a first-to-market collaboration. The team maintained communication between data and supply throughout the campaign, with a feedback loop that supported household reach week over week as Black Friday and Cyber Monday approached.
“Our focus on strategic supply partnerships, and on forging alliances that deliver business outcomes for our clients, led to this first-to-market collaboration. We paired Experian’s audience data with a well-known SSP to activate a data-driven approach to connected TV. The ongoing communication bridge and feedback loop between data and supply unlocked reach and efficiency potential for impressions against high-value, underserved audiences.”
Large Holdco AgencyManaging Director, Client Leadership
What results did the brand see?
During the Black Friday and Cyber Monday period, search revenue increased 128% and search sessions increased 84%. The campaign exceeded the brand’s sales goals for the promotional period, and several products sold out.
- 128% increase in search revenue over the Black Friday and Cyber Monday period.
- 84% increase in search sessions over the same window.
Download the full case study to see the complete results and methodology behind this collaboration.
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FAQs
Experian Curated Deals unify premium data and premium inventory into optimized private marketplaces that solve identity fragmentation and simplify activation. With ID-based and ID-less segmentation, brands and agencies can access first-party publisher audiences, Experian syndicated data, partner segments, and predictive contextual signals through Deal IDs.
CTV combines the reach and impact of television with the targeting precision of digital, but addressability in that environment has historically been a challenge. Traditional broadcast approaches can’t identify or segment specific audience segments at scale. Experian Curated Deals solve for this by connecting verified audience data with curated supply, so campaigns can reach the right households rather than just the right dayparts.
The team tracked search sessions and search revenue over the Black Friday and Cyber Monday window. Household reach grew week over week as the campaign progressed, and that compounding exposure correlated directly with the 128% lift in search revenue and 84% lift in search sessions. The exposure data from the campaign also created a foundation for a companion retargeting strategy.
The agency paired Experian’s audience data with a leading SSP to activate a data-driven approach to CTV that the Managing Director of Client Leadership described as a first-to-market collaboration. The ongoing communication bridge between data and supply was central to delivering reach and efficiency against high-value audiences.
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With Tapad, part of Experian, technology, AdsWizz AudioMatic is the first Audio buying platform to offer cross-device identity resolution across the U.S. and EMEA NEW YORK and LONDON, July 17, 2019 /PRNewswire/ — Tapad, part of Experian and a global leader in digital identity resolution, today announced a new joint capability with AdsWizz , the leading technology provider for digital audio advertising solutions. The partnership combines Tapad’s digital cross-device technology with AdsWizz’s AudioMatic buying platform, enabling the ability to connect audio ad experiences across screens. AudioMatic, AdsWizz’s audio-centric buying platform, supports programmatic audio buying and entirely new audio ad experiences for listeners. The integration of The Tapad Graph onto its platform enables new opportunities for marketers to reach, engage and measure each interaction with their desired consumers on digital radio and podcasts channels, and across devices. This partnership makes AdsWizz the first audio buying platform to offer this enhanced cross-device identity capability in the US and EMEA markets. “Marketers need privacy-safe digital identity resolution to reach their consumers,” says Tom Rolph, VP of EMEA at Tapad. “With audio becoming an increasingly powerful medium for engagement, it’s important that our technology extends to this channel, which is why we are excited to announce our integration with AdsWizz’s AudioMatic platform.” Digital audio is experiencing high growth, with 84% of advertisers and agencies saying it will play a bigger role in their media plans in the future. Today, 60% of digital audio is consumed via a mobile device.* The Tapad Graph is the largest digital identity resolution graph with differentiated global scale. The partnership enables audio advertisers to leverage The Tapad Graph for enhanced attribution, analytics, and targeting. Alexis van der Wyer, CEO at AdsWizz, added, “Digital audio is increasingly becoming ubiquitous in our media consumption and in our daily digital interactions, and because of that, audio advertising offers tremendous opportunity to personally interact with consumers in every moment of their daily lives. By integrating with Tapad, we enable our advertising partners to increase the effectiveness and the relevance of their marketing messages across audio channels.” To learn more about Tapad and our digital identity resolution products, visit our identity solutions page. *Digital Audio Exchange, “The Rise of Digital Audio Advertising,” https://thisisdax.com/wp-content/uploads/2019/07/DAX-Whitepaper.pdf About Tapad Tapad, Inc. is a global leader in digital identity resolution. The Tapad Graph, and its related solutions, provide a transparent, privacy-safe approach connecting brands to consumers through their devices globally. Our one-of-a-kind Graph Select offering enables marketers the flexibility and freedom of choice to correlate devices to varied objectives, driving campaign effectiveness and business results. Tapad is recognized across the industry for its product innovation, workplace culture and talent, and has earned numerous awards including One World Identity’s 2019 Top 100 Influencers in Identity Award. Headquartered in New York, Tapad also has offices in Chicago, London, Oslo, Singapore and Tokyo. About AdsWizz: AdsWizz has created the end-to-end technology platform that is powering the digital audio advertising ecosystem. AdsWizz powers well-known music platforms, podcasts and broadcasting groups worldwide with a comprehensive digital audio software suite of solutions that connect audio publishers to the advertising community. From dynamic ad insertion to advanced programmatic platforms to innovative new audio formats, AdsWizz efficiently connects buyers and sellers in digital audio. AdsWizz is headquartered in San Mateo, California, with an IT Development hub in Bucharest, Romania, and presence in 39 markets around the world. About AudioMatic: AdsWizz Demand Side, audio-centric DSP and audio buying platform, AudioMatic, enables programmatic audio buying and entirely new audio ad experiences that are proven to be more engaging and more effective, and have delivered measurable results for agencies and their brands all over the world. All the biggest ad agencies have used our programmatic trading platform, including Omnicom, GroupM, Havas, Publicis, Mobext, and more. Contact us today