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.

Micra

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’

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Looking for results like this for your business? Talk to a Novatiq specialist today.

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