Marketer success story: Nissan’s 30% conversion-rate uplift
Background
Advertisers are concerned about the risk of losing audiences, now more than ever. Using highly secure Telco information, we enable advertisers to put their ads in front of the right audiences and generate better campaign performance.
We’ve seen the results now in various verticals. It’s clear that data from a trusted source that fits regulatory requirements and is technically future-proof needs to be an integral part of our programmatic strategy for all of our clients, as well as Nissan.
Gökberk Ertunç
Programmatic Manager, OMD Turkey
Objective
Car manufacturer Nissan briefed OMD Programmatic to create a campaign targeting a young, tech-savvy audience to generate leads for their Micra car model. To achieve this, OMD commissioned leading DSP, Novatiq, to build and engage a first-party-verified audience using Turkcell consented first-party data intelligence.
Strategy
Precise audience segments were created from consented Turkcell subscribers using verified deterministic and behavioural attributes based on demographics, technology usage and interest.
Novatiq’s in-network process allowed eligible audiences to be matched to Nissan’s campaign request, safely behind Turkcell’s firewall. Here, a privacy-first dynamic ID was applied, protecting the quality of the first-party data.
For comparison, similar audiences built from a cookie-based data provider were also used in the campaign – which Novatiq outperformed across all key metrics.
Results
300% conversion rate uplift over cookie-based segments
30% higher click-through rate than targeting cookie-based segments
The highest performing segment was identified as ‘Fashion & Beauty’
Talk to an advertiser specialist
Looking for results like this for your business? Talk to a Novatiq specialist today.
