Here is the link of previous post : http://featureless.tistory.com/30
But it was not so easy to sail smoothly on our business. Our business growth has been stagnant for a while in Q3.
At that time, I thought I was wrong. It seemed Programmatic buying didn't work in Korean market as many advertising experts said.
When I was about to give up, the heroes came again.
There were few clients who were investing in programmatic buying as an ongoing media activity. Jimin Kim, junior planner in Mindshare Korea, was one of them.
She and her supervisor, Jay Chun, captured the other point of view in programmatic buying. That was a better and easier way to identify audience insight.
GroupM owns audience analytics tool. XAXIS Korea utilizes this as a mandatory if there are no technical or political barriers. Using this audience analysis tool, we can identify which audience is more relevant to the brand or AD campaign. Jimin and Jay were interested in that capability of XAXIS Korea.
As usual, we didn’t have sufficient time to launch the campaign, so we bought typical types of audience for the initial campaign with Mindshare. A week later, our smart and diligent trader Dahye analyzed the brand.com visitor and found some affinities which the brand hasn’t thought about for their campaign. We activated this audience from 3rd party data providers and the segment that we owned immediately. In the result, we could see 25% of cost saving. At the end, the campaign achieved 40% of better cost efficiency compared to the brand's previous campaign which was run in early of this year.
Through this campaign, we learned that a reasonable audience extension can reduce media costs. So far, many of advertising experts and brand marketers rely on typical audience shape based on research company’s report or their gut feeling. Realtime-identifying audience behavior was not too easy to them. But we built this capability and it allowed us to identify right audience in real time.
With this success of initial campaign, now Jay and his team is working with us for building next year's annual plan for the client. Data and insight are the core of the plan.
To be continued.
PART I : http://featureless.tistory.com/28
PART II : http://featureless.tistory.com/29