Case Study: "My Coke Music Soundcheck
Together with the agency Mediacom, Stailamedia carried out a campaign for the client Coca-Cola Switzerland, which was run as an A/B test. This resulted in a case study.
The aim of the online campaign was to raise awareness of the "My Coke Music Soundcheck 2015" project among the relevant target group of music-savvy young people in Switzerland.
For the test, Stailamedia's semantic targeting technology was used to avoid wastage simultaneously via a socio-demographic as well as via an interest targeting "people with music affinity" generated individually for the campaign.
On behalf of the client, the ROI for the investment in individual interest targeting was to be validated. For this purpose, two target group segments were exposed to the same advertising pressure. The same parameters were used in each case, such as frequency capping or the same creatives. For both user groups, the engagement rate was measured and the resulting cost per engagement (CPE) was determined.
The engagement rate for users from the target group segment "people with an affinity for music" was 36.5 percent higher on average than for users from the comparison group. The CPE was reduced by around 17.8 percent through the use of targeting.
Interest Targeting
The usage behavior of over 30 million unique clients with an average of 20 contacts per month is continuously recorded and evaluated on the Stailamedia Data Exchange - Using the data pool of over 100'000 websites on the Stailamedia Data Exchange, a group of users is identified who optimally reflect the desired affinity (in this case "people with an affinity for music"). These represent the core target group. For all other users, an affinity score can be calculated, which indicates how similar the user's usage behavior is compared to the core target group. Depending on the affinity score, the accuracy of the interest targeting can be adjusted.
