Cannes Lions

THE POWER OF PROGRAMMATIC SEARCH

STARCOM MEDIAVEST GROUP, Chicago / SAMSUNG / 2015

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Overview

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Credits

Overview

Execution

Our approach to SEM will never be the same. In the first three months we saw click through rates more than double with a 105% lift relative to non-programmatic search buying. Non-branded impressions per market share also increased by 20%. Plus, lift in engagement suggested those that were clicking on our tailored messaging were users of higher quality.

Outcome

To make this happen, we had to combine the power of the newly available BlueKai Search DMP (still in Beta) with the first-ever programmatic search deal with Google’s Remarketing List for Search Ads (RLSA). We layered Samsung’s 1st party re-targeting data with BlueKai’s extensive 3rd party data sets, such as household income, device ownership and carrier contract status.

For example, when an affluent consumer owning a non-Samsung mobile device with an expiring contract searched for a keyword such as “best smartphone”, we used our exclusive programmatic search beta to recognize that searcher instantly and serve them a customized ad with messaging encouraging them to switch to a Samsung device. Before programmatic search, we could not have identified that user as being in-market for a new phone based on their keyword search alone, so this was a huge win! It secured a big advantage for Samsung that was unavailable to other brands in this highly competitive category.

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2020, SAMSUNG

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