Sparkling success: How KAS energised Spain’s bar scene with precision targeting
28 February 2024, Wednesday |
By: Adsquare
5 min read
About Adsquare
Adsquare empowers companies to supercharge their campaigns in the new era of consumer privacy. Our editorial staff regularly publishes whitepapers, opinion pieces, success stories, or best practices for you to stay at the fore-front of data-driven marketing.
One of Spain’s first soft drinks, KAS, is celebrated for its youthful vibrancy and distinctive sparkling citrus taste. To boost its popularity among an equally vibrant crowd of young bar-goers in Spain, KAS and its media agency OMD teamed up with Adsquare.
Challenge
OMD faced the task of pinpointing local bars frequented by young patrons to effectively deliver the KAS brand message. This required an innovative approach that could identify precise audiences near and around bar coordinates in order to effectively engage them with clear and impactful messaging.
Solution
OMD utilised Home & Work Locations as available with Adsquare’s Audience Targeting solution, guaranteeing exceptional targeting precision. Leveraging the Adsquare platform, OMD seamlessly selected specific postcodes to target consumers, enabling the creation of tailored segments. This empowered OMD to pinpoint consumers based on their residence and workplace in close proximity to local bars with unparalleled accuracy.Two distinct audiences were crafted based on postal codes with higher bar concentrations in major Spanish cities. The first audience included individuals working in these areas, while the second comprised the residents. Thanks to Adsquare’s integration with DV360, OMD was then able to effortlessly activate their campaign directly in the DV360 platform.
Results
4.6M Average impressions
2.70% Average CTR
74.15% Average VTR
Upon campaign completion, the results showed a remarkable CTR of 2.70% and a VTR of 74.15%. These figures underscore the success of the strategy, achieving not only high audience interaction but also significant retention through ad views.
Impact
The marrying of audience intelligence, location data, and efficient DSP activation played a pivotal role in:
Crafting highly efficient audience segments
Building brand recognition and beverage consumption in the Spanish market
‘Despite not being able to use a specific list of bars, the work obtained with the zip codes was optimal, where we achieved ratios above the benchmark’ – Arturo Coronado, Programmatic Specialist OMD
Tech
Audience Targeting: By combining online and offline data our solution provides a holistic view of consumers and their wants and needs enabling you to build segments that drive conversions.Home and Work Locations: Made possible by our powerful location data algorithm, we analyse billions of signals to identify a unique home & work location for each individual Mobile Advertising ID (MAID) to make it available as part of our Audience Targeting solution.DSP Integration: Adsquare seamlessly integrates with major DSPs, allowing you to plan, model, and activate your campaign within your preferred DSP, all without leaving the Adsquare platform.Download a Spanish language version of this case study here.
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About Adsquare
Adsquare empowers companies to supercharge their campaigns in the new era of consumer privacy. Our editorial staff regularly publishes whitepapers, opinion pieces, success stories, or best practices for you to stay at the fore-front of data-driven marketing.
5 min read 