Mobile Programmatic Activation Allows Michelin and MEC to Extend Reach

October 2015


Programmatic activation through a unified platform

Performed analysis to understand where traffic is coming from

Up weighted mobile presence


Increase CrossClimate product awareness Drive traffic to the website

Drive traffic to the website


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

The Update: How Google creates human-first mobile experiences