MIXX Awards Europe Winners 2019 – Freestyle – HBB TV Cross Screen Integration (Mindshare)

Mindshare

Freestyle – HBB TV Cross Screen Integration

Awards: Programmatic Advertising (Bronze)

Campaign summary
In Turkey, the number of fixed/broadband internet subscribers reached almost 13 million. However, the researches show that, even though it offers economic advantages, subscribers don’t want to sign up for a 24-month commitment, unless they get to try the service first. Vodafone was the first internet provider offering “Zero withdrawal fee during the first 3 months”. We wanted to deliver this impactful consumer benefit with a strong targeting strategy and measure the business return. TV’s still the mainstream ad channel. In this campaign, we’ve also used Programmatic TV and we targeted Non-Vodafone users who were in search of home-internet. We targeted the rival internet service providers’ users through Programmatic TV as a tactical media usage. Those of whom we grabbed their attention to try “Vodafone Home Internet”, pushed the red button on their remote-control and left their contact details easily.
At the end of this campaign, through TV targeting, we reached 372.000 unique users and through TV&Web Cross targeting, we have retargeted 126.000 non-responders across digital channels. Ad investment conversion rate realized as 2.5% for Programmatic TV and we achieved 11.40% conversion rate in total.

1. Objectives and Strategy
   Researches show that show that, most of the fixed/broadband users are not happy with the service they get. Thus, while seeking a new provider, subscribers don’t want to sign up for a 24-month commitment, even though it offers economic advantages. They get to try the service first. Vodafone was the first internet provider offering “Zero withdrawal fee during the first 3 months”.
   Fixed internet is one of the most competitive sub-categories of telco industry, due to its growth potential. Despite high growth targets, Vodafone is investing less than the competition for Marketing activities. In order to maximize campaign effectiveness, we wanted to deliver this impactful consumer benefit with a strong targeting strategy and measure the business return.
2. Execution and Media
   Simultaneously with the digital campaign, we targeted consumers who use competitors’ home internet services through Programmatic TV, as an interactive media touchpoint.
   After 5 seconds the viewers landed on a channel, we triggered our banner ad delivering the campaign offer and call-to-action for a lead.
   Those of whom we grabbed their attention to try “Vodafone Home Internet”, pushed the red button on their remote-control and left their contact number easily.
   Along with the leads, we have also collected the data of users who were exposed to the ad but didn’t fill out the lead form.
   For the first time in Turkey, we used cross-device data generated from HBB TV and retargeted users who were exposed to our lead ads on Programmatic TV, but did not fill out the lead form, across digital platforms.
   in the newspaper, and columnists’ videos explaining the project on the website.
3. Creative
   We’ve arranged ad delivery timing to 5seconds after a viewer landed on a channel. Less than 3 seconds indicate zapping; where viewers are either focused on seeking out a content or distractedly swiping through channels. If a viewer is watching the same channel for around 10seconds, they are likely to unhand the remote to continue watching.
   Via delivering the ad on 5thsecond, we aimed to reach out to the consumers when their attention is on the screen and they still have their remote at hand, more likely to fill out the form simply via pressing a button on the remote.
4. Innovation
   For the first time in Telco/Turkey, we used cross-device data generated from HBB TV and retargeted users who were exposed to our lead ads on Programmatic TV, but did not fill out the lead form, across digital platforms.5. Results
   After using Programmatic TV data to retarget the online, number of people who gave their contact information quadrupled. We also generated exclusive scenarios for the cities that interacted with our TV ads at most. With these scenarios, we tripled the conversion rate.
   At the end of this campaign, through TV targeting, we reached 372.000 unique users and through TV&Web Cross targeting, we reached 126.000 unique users. Ad investment conversion rate realized as %2.5 on TV media and we achieved %11.40 conversion rate in total.