Mobile Programmatic Activation Allows Michelin and MEC to Extend Reach

Approach

Programmatic activation through a unified platform

Performed analysis to understand where traffic is coming from

Up weighted mobile presence

Goals

Increase CrossClimate product awareness Drive traffic to the website

Drive traffic to the website

Results

70% of reach on YouTube masthead based on mobile

Rich media formats drove 189% of extra visits through mobile

What's interesting with the Crossclimate campaign is actually it was initially more of a desktop approach than a mobile approach, but because of the Double Click tools we were testing, we very early on saw the potential of mobile, and started shifting our Euros to mobile.

 

- Axel Dumont, Managing Director at MEC France

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