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The Challenge

As the emphasis on offline media such as TV, slightly reduced during the summer holiday period due to summer programming and lower TV ratings, Transavia was looking into ways to shift their media focus more towards digital channels. In the process of doing so, it became clear that it was crucial for Transavia to be able to measure cross-exchange online effectiveness for their video advertising, using a mixture of various in-stream and bumper ads.

The Approach

To address the challenge, DQ&A selected Google Marketing Platform’s Display & Video 360 (DV360)) as a consolidated solution for planning, buying and cross-exchange measurement using Brand Lift study in DV360 and setting that up directly in the DV360 interface. Three Brand Lift Metrics were selected to evaluate the campaign’s effectiveness on, which were Ad Recall, Consideration and Favorability. Ongoing campaign results were monitored on a daily basis through a Data Studio dashboard which was made accessible directly through the platform interface.

The Results

The benefits of running a cross-exchange Brand Lift Study through DV360 have been evident through a more streamlined set-up process in the platform, daily reporting for Cross-Channel comparison and campaign performance. As a result, Transavia and DQ&A were able to report a 26% Relative Lift on Ad Recall and a 10.6% Relative Lift on Favorability. An additional deep-dive into creative performance had also uncovered that the bumper ads were a key component for lifting users during the study

“DQ&A delivers the expertise and service we need when it comes to digital campaign management. Thanks to their help, we were able to measure our means, which led to great ends!”

– Team Campaign Specialists, Transavia
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