Post by account_disabled on Dec 26, 2023 5:14:25 GMT -6
In a world without cookies, segmenting ads or advertising content becomes a challenge. Teads has been working for some time on the development of scalable alternatives, such as advanced contextual targeting , which uses not only keywords, but semantic analysis algorithms that allow us to precisely identify that a page of editorial content is related to a certain topic. “ It is a solution 100% available in a world without cookies and complies with privacy regulations , it opens new possibilities to personalize the message based on the context and now we have verified that it also provides good results” declares Santiago Oliete, Managing Director Teads. Nestlé launched its new Nesquik Intenso range for young adults in November. A range withoutadditives or artificial sweeteners, to surprise lovers of the most intense cocoa and which is sold in 100% recyclable packaging.
For its Teads campaign, two video pieces were used that were optimized by the Teads Studio team for adaptation to the mobile environment; highlighting the packaging, the campaign claim and the product name. The campaign Phone Number List was online during the months of November and December 2020, and several segmentation strategies were used . Sociodemographic data, interest data and contextual targeting were used to impact environments and content related to the product. During the campaign for the new Nesquik Intenso range, a Brand Pulse study was launched , which aimed to quantify the effectiveness in terms of branding of the different targeting segments used in it. Several groups of more than 250 respondents exposed to the campaign were interviewed in each of the different targeting segments: sociodemographic data, contextual targeting and interest data.
Advertising recall increased by 86% in the group that had sociodemographic data segmentation and 87% in the contextual targeting segment , after exposure to the campaign. The results show that contextual targeting can be at least as effective as classic sociodemographic targeting. The campaign has been a success and has served to verify the effectiveness of contextual targeting, which has also proven to be a very efficient tool in terms of return on investment , since it has managed to improve Brand Awareness by 87% with 25% of the campaign budget. “ We will continue to focus on finding innovative forms of segmentation that help us achieve our objectives , especially now that the end of third-party cookies is near and we all need to adapt to remain effective. It is a time of transition and it is important for us to test alternatives and be ready for a world without cookies starting in 2022,” says Ramón Ruiz, Media and Consumer Relationship Manager Nestlé.
For its Teads campaign, two video pieces were used that were optimized by the Teads Studio team for adaptation to the mobile environment; highlighting the packaging, the campaign claim and the product name. The campaign Phone Number List was online during the months of November and December 2020, and several segmentation strategies were used . Sociodemographic data, interest data and contextual targeting were used to impact environments and content related to the product. During the campaign for the new Nesquik Intenso range, a Brand Pulse study was launched , which aimed to quantify the effectiveness in terms of branding of the different targeting segments used in it. Several groups of more than 250 respondents exposed to the campaign were interviewed in each of the different targeting segments: sociodemographic data, contextual targeting and interest data.
Advertising recall increased by 86% in the group that had sociodemographic data segmentation and 87% in the contextual targeting segment , after exposure to the campaign. The results show that contextual targeting can be at least as effective as classic sociodemographic targeting. The campaign has been a success and has served to verify the effectiveness of contextual targeting, which has also proven to be a very efficient tool in terms of return on investment , since it has managed to improve Brand Awareness by 87% with 25% of the campaign budget. “ We will continue to focus on finding innovative forms of segmentation that help us achieve our objectives , especially now that the end of third-party cookies is near and we all need to adapt to remain effective. It is a time of transition and it is important for us to test alternatives and be ready for a world without cookies starting in 2022,” says Ramón Ruiz, Media and Consumer Relationship Manager Nestlé.