Mazda achieved high-quality results from personalized banner content with targeting from Seznam thanks to the cooperation of the GroupM and Sauto.cz teams. The latter provided its cookie data with the types of searched vehicles. A number of creatives were then created based on these. How many creatives were needed for the targeting to work properly? Not only that, but also other interesting facts can be found in this case study.
Mazda
Mazda Motor Corporation is a Japanese car manufacturer with a global focus. Its European market share is around 1.7%. Its market share in the Czech Republic reached 0.88% in 2020, corresponding to 1,789 vehicles sold. In terms of vehicles, it focuses on a target group preferring quality equipment and design over price. Mazda currently offers eight models for purchase on the Czech market.
GroupM and Xaxis
GroupM is the world’s largest communications group, operating in 80 countries. Having no direct clients of its own, its agencies provide communication with them. One such agency is Mindshare, which is in charge of Mazda as its client. The programmatic team that elaborated this case study is Xaxis, a company providing clients with a comprehensive solution with a broad range of technologies and guaranteeing measurable results.
About the campaign
The client-managed mazdaihned.cz website advertises in-stock, used and demonstration vehicles for which they would like to promote sales. The subject of the campaign is therefore to improve the performance of the domain by using banners. Mazdaihned.cz has over a hundred vehicles available on the website spread across all 28 Mazda dealerships in the Czech Republic.
The campaign aims to bring visitors to the website thanks to a well-targeted, personalized message. The client requires maximum effectiveness in addressing potential customers and management of promoted vehicle units.
Pre-launch preparation
Xaxis created dynamic banners with a number of elements that varied based on relevance of the offered vehicle models and on the location of a potential customer. This was based on working with creatives linked to Seznam data.
Creating creatives
As part of the technical setup, Xaxis created a dynamic feed with over 1,728 variants. The resulting dynamic banners were imported directly into DCM AdServer, where a standard campaign was set up.
In the service DV360, a display script was then deployed with the complete dynamics followed by targeting from Seznam in DV360 and conditions from the feed. Within the targeting, Xaxis followed the recommendations of the Seznam RTB consulting team while applying data from the Sauto.cz portal based on user car-body filters.
Optimization & RTG
In the campaign, we optimized primarily the CTR, taking into account conversions. We provided conversion tracking using the created Floodlights in the CM360 service and then copying them to DV360. So, if the visitor clicked on the subpage of a particular vehicle or showed interest when browsing through the vehicle detail, we retargeted this visitor with the creative of that same particular model.
CTR and CPA results
Thanks to the high-quality work done by the Xaxis team and use of targeting from Seznam, the campaign achieved a CTR of 0.29%. This represented an increase of 88% over the campaign where the personalized creative was not included. It was confirmed that you can achieve better results by combining quality targeting and personalized communication.
0,29 %
CTR with Seznam targeting
40 %
conversion price drop
Seznam provided targeting comprised of visitors who had entered their preferences for individual vehicle bodies on the Sauto.cz portal. For example, if potential customers searched for a SUV using filter, we targeted them with a creative of a Mazda SUV model. Thanks to this personalization, the price per conversion also dropped by 40%.
Conclusion
The campaign achieved its desired results by incorporating dynamic elements in the creative and the personalized message. And it succeeded in improving both monitored CTR and CPA metrics. This is due to the optimization of dynamic creatives that were linked to the relevant Seznam data source.
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Zpracování osobních údajů
Za účelem využití služby „Newsletter Seznam.cz” dostupné na internetové adrese (URL) https://blog.seznam.cz (dále jen „Služba“) uživatelem Služby (dále jen „Uživatel“) je společnost Seznam.cz, a.s., IČO 261 68 685, se sídlem Radlická 3294/10, 150 00 Praha 5, provozovatel Služby (dále jen “Provozovatel”) oprávněna zpracovávat osobní údaje Uživatelů (zejména adresné a popisné údaje v rozsahu níže uvedeném), které tito Uživatelé poskytnou Provozovateli v rámci užívání Služby.
Osobní údaje Uživatele budou zpracovány Provozovatelem v nezbytném rozsahu za účelem poskytování Služby, a to zejména za těmito účely:
za účelem zařazení kontaktních údajů do databáze Provozovatelem a za účelem zasílání obchodních nabídek Uživateli ze strany Provozovatele;
za účelem zařazení kontaktních údajů do kontaktů Provozovatele za účelem vzájemné budoucí komunikace Provozovatele a Uživatele.
Takové zpracování osobních údajů je zákonné, jelikož je nezbytné pro splnění smlouvy, na jejímž základě Uživatel užívá Službu, a jejíchž smluvní stranou je Uživatel, jako subjekt osobních údajů.
Provozovatel postupuje při zpracování osobních údajů v souladu s nařízením Evropského parlamentu a Rady (EU) č. 2016/679 o ochraně fyzických osob v souvislosti se zpracováním osobních údajů a o volném pohybu těchto údajů (obecné nařízení o ochraně osobních údajů, dále jen „nařízení“), zákonem č. 110/2019 Sb., o zpracování osobních údajů, zákonem č. 111/2019 Sb., kterým se mění některé zákony s přijetím zákona o zpracování osobních údajů, zákonem č. 480/2004 Sb., o některých službách informační společnosti, zákonem č. 127/2005 Sb., o elektronických komunikacích a dalšími právními předpisy upravující ochranu osobních údajů.
Podrobnější informace o nakládání s osobními údaji jsou uvedeny na internetových stránkách Provozovatele, a to v příslušné sekci.
