It wasn’t so long ago that running an online campaign took an incredible amount of time. You had to write hundreds of emails to publishers, take care of specifications, then carry out several integrations, and finally prepare a post-buy report based on at least a few other fragmented reports. Everything was based on display ads, and video ads were used only by a small number of people.
Fortunately, all of that is a thing of the past. With the increasing popularity of online video advertising and programmatic buying, we now have the opportunity to make the entire process more efficient and significantly reduce media waste. The solution – consolidated video campaigns with programmatic buying.
Sanofi, a leader in the pharmaceutical industry, in cooperation with their media agency Zenith (Poland), is the first in the CEE market to take a ‘single platform’ approach for buying video inventory for their online media campaigns.
In order to prepare the campaign, an appropriate strategy had to be put in place. In the past, the main challenges facing the media agency were audience deduplication and reach measurement. Multiple ad servers on the publisher’s side caused problems with unified measurement and universal capping across campaigns. At the same time, open-market inventory for programmatic buying simply wasn’t enough and premium inventory from leading publishers was missing.
The main goals were to:
- Make the video buying process more efficient
- Reduce media waste
- Increase viewability
Since YouTube inventory is now available in DoubleClick Bid Manager, Sanofi has decided to move all video buying to DBM based on the following strategy:
- Buying TrueView inventory
- Buying premium inventory through preferred deals and tag-based reservation with the biggest publishers
- Setting universal capping across all video campaigns
The single-platform approach has proved to be a really successful strategy. During the first three months of the campaign, and with twenty integrations with leading publishers, the view-through rate increased by 15%. As a result of buying premium inventory with private deals, viewability increased to 65%, which is 18% more than industry benchmarks. Unified reporting and billing increased operational efficiency. Now the agency is able to measure the total reach of their campaigns and control frequency capping on YouTube and all other video inventory.
The single-platform approach allowed us to control the reach and frequency for a huge inventory across multiple sources. Integration provides more flexibility in KPI optimization and is the first step to long-term ROI analytics.Karolina Rusinek, Marketing Manager OTC, Sanofi Poland