Through our approach of utilizing programmatic advertising within a full-funnel strategy, we were able to showcase the value of the channel even when traditional performance metrics such as CPP and ROAS were, in isolation, more expensive than other channels, ultimately leading to improved overall campaign performance.
Through our partnership, we have successfully redefined how success is measured in the programmatic space. With the introduction of innovative tools, we are now able to measure banner engagement at a top-of-funnel layer, enabling us to adjust bid strategies and audience segmentation in order to improve key metrics. As a result, we have seen a significant increase in conversion data, which is a testament to committing to delivering measurable results.
We expanded our programmatic capabilities by including Video and Digital oOH formats for crucial campaigns, providing more diverse and effective advertising options for ASICS NZ.
In order to evaluate the effectiveness of incorporating video into our programmatic strategy, we conducted a campaign comparison. The results showed a clear opportunity for video integration within our 'always on' structure. To further promote brand sponsorship of the Auckland Marathon, we utilized digital oOH panel situated along the course. By incorporating this tactic into our programmatic strategy, we were able to enhance the impact of our overall approach.
Through audience segmentation and creative execution, we successfully built audiences across a wide product range, providing valuable insights into consumer behaviour and enabling us to develop more targeted marketing strategies.
ASICS NZ's products are designed to cater to specific user types, and our approach to remarketing had been yielding low product relevancy, particularly when using broad lists. To address this, we restructured our audience lists to focus on the core audience for each product and overlaid first party data. This adjustment resulted in a significant improvement in our performance metrics, highlighting the value of a more targeted approach to audience segmentation.
One of the challenges we faced was being limited to using global creative assets, which may not always align with the preferences of the local market.
We leveraged our partnerships to convert static assets into videos, and implemented dynamic creative strategies to personalize banners based on the local market and product feed, optimizing the remarketing layer for improved engagement and conversions.