With a goal of becoming its country's largest telecommunications provider, Telecom Italia Mobile (TIM) Brasil partnered with Google for its "Chamada Imperdível" ("Can't-Miss Call") mobile sweepstakes, which gave away a variety of prizes over a two-month period. Combining Google Search, YouTube TrueView, and Engagement Ads, the integrated campaign delivered impressive results-including 36 million impressions on the Hover-to-Play ad alone.
- Promote mobile contest to wide audience
- Achieve high volume of video views using content relevant to the target audience
- Ran integrated campaign featuring TrueView ads on YouTube
- Used Hover-to-Play ads to scale reach across Google Display
- Used Video Gallery Lightbox ads to feature three videos in one unit
- Used demographics, interest category targeting
- Video Gallery Lightbox ad:
- Average engagement rate is 7.78%, peaked at 21.29%
- 9M+ impressions at no additional cost
- Hover-to-Play ad:
- Average engagement rate is 4.75%, peaked at 6.78%
- Nearly 36M impressions at no additional cost
- TrueView in-stream ads:
- Average view-through rate is 14%
- 6M+ total impressions from 3.7M unique users
- Engagement Ads’ intelligent algorithm creates increasingly better performance
With more than 70 million customers, Telecom Italia Mobile (TIM) Brasil is one of the country’s largest telecommunications companies. For the past four years, TIM Brasil has worked with Google toward becoming Brazilian consumers’ top choice for telecom solutions. “Our goal is to provide affordable offers and deliver great value, enabling our customers to overcome limits and reach their full potential,” says Adriana Fernandes, digital advertising manager.
Achieving massive reach with an integrated display campaign
In September 2013, TIM Brasil partnered with Google to promote its “Chamada Imperdível” (“Can't-Miss Call”) prized calls. The goal was to captivate a large yet targeted audience in an exciting and interactive way. To achieve the desired reach and scale, TIM Brasil set out to accumulate the largest number of views possible. Working with its agency, Wieden + Kennedy, TIM Brasil ran an integrated digital campaign using Google Search, TrueView video ads on YouTube and two types of Engagement Ads across Google Display.
One type of Engagement Ad that TIM Brasil selected was the Hover-to-Play ad, which brings the full sight, sound and motion power to a standard IAB-sized unit. When users hover over the static ad for two seconds, TIM Brasil’s video creative begins to play. This unique two-second hover delay eliminates accidental plays, providing more accurate reporting and a better user experience because viewers can interact with TIM Brasil’s video without having to click or leave their current page. “Hover-to-Play ads offer consumers an innovative, noninvasive format,” Fernandes adds.
The other type of Engagement Ad used was the Video Gallery Lightbox, a hover-to-expand format showcasing three of TIM Brasil’s TrueView video ads. With an integrated YouTube video player and three video thumbnails from which to choose, the Video Gallery Lightbox works as a strong complement to TrueView video ad campaigns. “The possibility of using different videos in the same ad was unique and could bring us better reach and profitability on Google Display,” says Patricia Blanco Cardoso, media planner at Wieden + Kennedy. “We could easily and quickly optimize the videos that were the most engaging to create a more interesting experience for our clients,” she explains.
Engagement Ads capture qualified consumer attention
Teamed up with search and TrueView ads in a two-month campaign, these two Engagement Ad formats helped TIM Brasil successfully promote its mobile sweepstakes to a large audience in an enticing way. “The Video Gallery Lightbox was still in beta in Brazil, but nonetheless, the campaign delivered more than nine million impressions,” notes Blanco Cardoso. Consumers expanded the Video Gallery Lightbox at an average rate of 7.78%, which is 3,200% higher than rich media benchmarks,1 and that engagement rate peaked at a remarkable 21.29% during the campaign’s run. TIM Brasil’s Hover-to-Play ad also effectively achieved massive user response: The average engagement rate was 4.75%, with nearly 36 million impressions. “We successfully achieved our views goal,” notes Fernandes, “and people kept engaging to watch even more videos on the campaign hotsite.”
Additionally, since Engagement Ads use an intelligent algorithm to learn, TIM Brasil’s results were continuously optimized to better captivate consumers. “This was a great learning; we could see the evolution of the Video Gallery Lightbox’s performance,” says Fernandes. “This technology made the difference in the end, as we were confident about campaign delivery,” she adds.
Another valuable feature of Engagement Ads is the innovative cost-per- engagement (CPE) pricing model: TIM Brasil pays only when qualified users interact with the ad, not for impressions. This means the Hover-to-Play ad’s nearly 36 million impressions and the Video Gallery Lightbox ad’s nine million impressions all came at no additional cost to TIM Brasil, a definite benefit, affirms Blanco Cardoso.
Reaching the right audience at scale
With Google Display, TIM Brasil was able to deliver its effective ads to its target audience: men and women aged 18 to 39 across a specific target. To obtain wide reach within these groups, TIM Brasil used demographics and interest category targeting across Google Display. “This allowed us to reach much of the Brazilian internet in a short period of time and increase the reach of our YouTube videos,” explains Fernandes.
1 DoubleClick display benchmarks (October 2013), Brazil, all verticals, expanding rich media formats, click-through rate, www.richmediagallery.com/resources/benchmarks/.