0
Rise in relative ad recall*
0
Time saving*
0
Less cost per lifted user*
Challenge
One of Dentsu’s clients wanted to generate better awareness and attention of its YouTube campaigns – and drive contextual relevance with key audiences. However, the team was finding it challenging to reach these channels using regular settings – and the vast amount of YouTube content available made manually targeting them too time-consuming and impractical.
Approach
Using Display & Video 360’s API, Dentsu created an internal database of relevant YouTube inventory – and qualified the most relevant channels by keywords, language, channel name, and performance metrics. This allowed their client to focus on the right audiences with far greater precision than previous campaigns. The team then used an experimental approach and Brand Lift study to test their regular audience targeting against the new Quality View approach.
Results
Dentsu’s new approach generated a 188% increase in relative ad recall. Giving media buyers one central tool to quickly create and adjust inclusion lists for each campaign also delivered an average time saving of 88% for each new inclusion list created.
*Results achieved during the campaign period April to May 2022.
About Google Marketing Platform: Google Marketing Platform is a unified advertising and analytics platform that helps enterprise marketers make better decisions faster. With Google Marketing Platform, you’re in control of every campaign, so you have the flexibility to adapt to the needs of your business and your customers. Learn more at g.co/marketingplatform.
© 2023 Google LLC. All rights reserved. Google and the Google logo are trademarks of Google LLC. All other company and product names may be trademarks of the respective companies with which they are associated.
Need more information?
Contact me:
Name:
Nils Kroon (Paid Media Director)
Phone:
+31 (0)20 519 1700
Email:
nils.kroon@dentsu.com
Twitter:
https://twitter.com/dentsu_benelux
LinkedIn:
https://www.linkedin.com/in/nils-kroon/
The Ardentes festival-goers are the stars of Zalando's DO...
"What to wear at a festival?", "5 trends for festivals" – being stylish at a festival has become a must, and Zalando has fully embraced this with its "Look for Looks" campaign at Les Ardentes fe...
Dentsu x Heineken – Heerlijk, helder, hoog op de pagina
After successfully pioneering Albert Heijn's Sponsored Products on own initiative, Heineken aimed to elevate its online strategy further and challenged dentsu to improve the account’s performanc...
Dentsu Sheltersuit Sleep Out 2023/2024
The dentsu Benelux Out Of Home (OOH) team organised the Sheltersuit Sleep Out, a Social Impact network event in collaboration with a Dutch non-profit to bring colleagues, OOH partners, and adver...
YouTube geo-experiment paved the way for more appointments
Carglass is mainly using traditional media, such as Radio and TV, and for years this has been very successful. Carglass is the undisputed market leader in the "glass repair market," with an assi...