adsquare’s Validated Demographics Exceed Canal+ Campaign Expectations
In recent years audience data has become critical for the success of advertising campaigns and marketers are increasingly aware that data quality and accuracy is a must. To tackle the data quality challenge and increase marketers’ trust in mobile audience data, adsquare launched the Validated Demographics solution as part of the adsquare Data Alliance. And the first successful results from came soon after.
One of France’s largest TV channels, Canal+ has piloted a campaign in cooperation with Havas Programmatic Hub, the programmatic entity of Havas Group and adsquare, to target 18-24 year olds. Their goal was to optimize the distribution of the campaign and ensure precise targeting keeping On-Target-Percentage (OTP) of at least 75%. In order to get the most of Canal+ marketing budget, Havas Programmatic Hub decided to run the campaign leveraging adsquare’s Validated Demographics. The campaign was a complete success and scored more than twice as high as Nielsen benchmarks in France, resulting in OTP rates of 80% and exceeding the original expectations of Canal+ TV channel.
“The goal was to optimize the campaign and to precisely reach the target audience of people younger than 24 years old. We challenged the programmatic teams of Havas, and thanks to the relevance and accuracy of the data at hand, promises and expectations were met and exceeded!” – says Luis Martins, Head of Media at Canal+ Group.
“The high quality of adsquare’s age & gender mobile segments allows us to run our branding strategy on mobile with confidence, as well as with clear KPIs that can answer to advertisers expectations” – says Kaoutar Benazzi, Head of Havas Programmatic Hub.
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