Nescafé Dolce Gusto leverages sequential targeting
Through DoubleClick, Jellyfish Dynamix capitalized audience features to connect with customers and deliver outstanding results.
Goals
- Execute a complex sequential display campaign to increase spontaneous awareness of Dolce Gusto to support sales goals for coffee makers.
Approach
- Create audience segments in line with engagement of creative assets to allow for true sequential targeting in media buys
- Create audience segments in relation to all media buys
- Analyze the performance and delivery of audience segments and media buys
Results
- A targeted campaign with complex sequential messaging which met the 70% viewability target
- Audience validation of programmatic and direct media buys allow us to optimize in real-time and hold publishers accountable on agreed targeting
- A saving of 7% decrease in media spent on data YOY which was then re-invested into media