... CARRIER AND GPS TARGETING IMPROVED CONVERSIONS BY 198%. AND 23% ... Blue Mango achieved superior r
CASE STUDY
BLUE MANGO DRIVES VODAFONE UPSELLS LEVERAGING APPNEXUS MOBILE CAPABILITIES CARRIER AND GPS TARGETING IMPROVED CONVERSIONS BY 198% AND 23%, RESPECTIVELY Vodafone’s partner, Blue Mango Interactive, delivered an innovative online advertising campaign across mobile devices powered by the AppNexus platform. Utilizing carrier and GPS targeting, as well as AppNexus’ mobile inventory scale, Blue Mango drove a significant increase in Vodafone roaming-package activations with mobile RTB campaigns achieving 315% better CPAs than reserved buys.
CHALLENGE:
Reach Vodafone Customers Who Need a Roaming Package Vodafone is part of Vodafone Group, the biggest communications company in the world and a leading player in mobile. Knowing that many people travel during the July and August holidays, Vodafone wanted to make a summertime push for its roaming package—a fixed-price deal with a certain amount of minutes, texts, and data. To deliver this mobile campaign efficiently, Blue Mango had to meet several challenges: • Identify users who were preparing to leave the country on holiday
• Target only Vodafone clients (this was an upsell)
respectively
• Connect to enough mobile supply to scale the campaigns
SOLUTION:
Accurate Carrier and GPS Targeting, Along with Inventory Scale, Unlocks Performance Location, Location, Location People usually only consider roaming packages for mobile phones at the last minute, when they’re preparing to travel abroad. One place to find such users is the airport. This particular campaign was for the Netherlands, so Blue Mango used AppNexus’ GPS targeting to filter for users in and around all civilian airports in the Netherlands. To find users already on holiday, Blue Mango targeted people outside the Netherlands visiting mobile-optimized .nl websites.
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198% 23% and
• Find users who were already abroad
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Carrier and GPS targeting improved conversions by
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Customers Only Because this was an upsell campaign, Blue Mango wanted to target Vodafone customers only. Updated weekly, AppNexus’ carrier data provided a highly accurate way to do just that. Using proprietary technology, AppNexus analyzes large volumes of Internet traffic to determine carrier IP ranges. It combines that with partner carrier IP data, which allowed Blue Mango to accurately identify carriers, including clients using Vodafone service.
Bigger is Better With hyper-local targeting and filtering for only Vodafone clients, Blue Mango was concerned about finding enough users to fulfill their campaign. Buying media on a large scale has long been a problem in mobile, as supply has traditionally been very fragmented. AppNexus’ access to major mobile supply sources allowed Blue Mango to achieve the required scale to execute their focused mobile campaign via programmatic buys.
RESULTS:
Conversion Rates Topped Expectations Blue Mango achieved superior results for Vodafone because it had the tools, technology, and inventory to run a highly targeted mobile campaign. “Vodafone and Blue Mango have been pioneering with deeply targeted mobile campaigns since 2011, but with the latest developments in RTB we see that the scale and technology are finally in place to take it to the next level.” Willem-Albert Bol, Manager Media & Marcom Planning, Vodafone. Knowing that clicks in mobile are not always a great indicator of performance, Blue Mango created mobilespecific landing pages to capture conversions. The results exceeded expectations:
315%
better CPA on mobile RTB campaigns compared to reserved buys
198%
higher conversion rate for campaigns targeting Vodafone clients versus campaigns that did not
63%
higher conversion rate for campaigns using GPS versus IP-based geo-targeting
23%
higher conversion rate for campaigns targeting only airports versus campaigns targeting country wide
Sufficient inventory scale to fulfill forecasted budgets
ABOUT APPNEXUS
AppNexus, which offers the most powerful, open and customizable advertising technology platform, serves the largest and most innovative buyers and sellers of online advertising, including Microsoft Advertising Exchange, Interactive Media (Deutsche Telekom), and Collective. Led by the pioneers of the Web’s original ad exchanges at Yahoo!’s Right Media and Google’s DoubleClick, AppNexus offers the industry’s most advanced technology platform that empowers companies to build, manage, and optimize their entire online advertising businesses. Based in New York City, AppNexus is backed by an outstanding group of investors including Technology Crossover Ventures, Microsoft, Venrock, Kodiak Venture Partners, Tribeca Venture Partners, First Round Capital, Marc Andreessen, Ben Horowitz, Ron Conway, and Khosla Ventures. For more information, visit www.appnexus.com.
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“Vodafone and Blue Mango have been pioneering with deeply targeted mobile campaigns since 2011, but with the latest developments in RTB we see that the scale and technology are finally in place to take it to the next level.” - Willem-Albert Bol, Manager Media & Marcom Planning, Vodafone
