Magenta High Impact Programmatic
Intro
In this campaign, existing Magenta customers were targeted with programmatic ads to promote the MagentaEINS combination bonus. Through data-driven targeting and innovative formats, the CTR was more than doubled and all relevant KPIs were significantly improved.
Goals
- Targeting existing Magenta customers based on their current contract
- Creating 100% relevant ads for users
Datadriven advertising is gaining importance. We are glad that we can rely on e-dialog as an innovative partner who always delivers best results.
Pia Römer, Vice President Digital at Magenta Telekom
Strategy
- Programmatic delivery
- Audience Guaranteed Deals with 1st-party customer data
- Use of special formats, such as Mystery Ad via Yoc and Sidebar on kurier.at
Measures
Programmatic delivery via kurier.at and Yoc, combined with 1st-party data from existing customers, made it possible to display the advertisement for the internet offer to mobile customers and vice versa. This promoted the MagentaEINS combination bonus, a discount for the second product.
Results
Through the combination of 1st-party data and innovative formats, user engagement was more than doubled. All relevant KPIs, such as Click-Through Rate (CTR), Click-Through Sessions, and Goal Completion Rate, increased significantly through programmatic delivery.
- % Click-Through Rate
- % Click-Through Sessions
- % Goal Completion Rate
