Today we present to you a story that illustrates why programmatic advertising in the future of successful marketing.
Company: Under Armour – Originator of performance apparel-gear engineered to keep athletes cool, dry and light throughout the course of a game, practice or workout. Under Armour?s mission is to make all athletes better through passion, design, and the relentless pursuit of innovation.
Challenges: To continually increase ROI. To become more mobile focused.
Strategy: Under Armour had been running a direct response campaign for just under a year, achieving ROI results of 218%. The company wanted to explore where the brand could go next.
It?s well known that consumers are switching between smartphones, tablets, and desktop throughout the day. Consumers routinely conduct research on one device and take action on another. They?re not tied to one device, so why are marketing plans?
Cross-device optimization allows marketers to unify a campaign experience by optimizing media to individuals, and their unique moments of influence, across desktop and mobile devices. Cross-device optimization allows targeting of unified profiles, instead of single device/user IDs, leading to greater efficiency.
Under Armour decided to optimize towards cross-device as the forecast predicted an increase in site transactions and revenue, whilst driving continued efficiences and economies of scale. Implementing a cross-device solution allowed Under Armour to have a complete view of the consumer?s journey, giving them the power to connect with people, not just their devices.
Insight: 19% of transactions were influenced by a different device.
Result: The standard DR campaign saw a daily split in spend for mobile and desktop. With this split, the user reach was 9 million. When the campaign switched to cross-device, with no split in spend, the user reach grew to 27 million. Cross-device solution increased revenue by 60% and site transaction by 80%. These cross-device capabilities have been reported by Nielsen to have a 97.5% accuracy using unified profiles, which is higher than any other cross-device technology provider.