Renault campaign performs well with powerful first party data from OTTO
Renault campaign performs well with powerful first party data from OTTO
Learn how Renault, as a non-endemic advertiser, was able to benefit from OTTO’s first-party data with an Offsite Display Campaign.
The results
Audience Fit on market level1
1 Based on a survey conducted during the campaign period
2 Benchmark based on sty data from best4planning
Despite the non-endemic target group, the share of the target group in OTTO first-party data targeting is greater than the target group share in the comparison group with standard automotive targeting.
Higher Ad Interaction
Exemplary representation
The relevance of the OTTO segments based on purchase and behavioral signal data was proven: The click-through rate (CTR) was four times higher with retail media data than with comparative targeting.
„As a key retail media player, OTTO Advertising plays an important role in exploring potentials of First Party Data“
The procedure
To address Renault’s non-endemic automotive target group with OTTO first-party data, annalect’s “Audience Machine” translation tool was used. This translated the automotive target group into OTTO segments based on purchase and behavioral signals, which in this case were interested in coffee machines or TV sets.
The campaign was then activated in two test groups: one test group based on OTTO first-party data and one test group with standard automotive targeting. During the campaign period, the quality, relevance, and performance of the targeting were recorded with the help of a market research study.
Got curious? Let us advise you on how you, as a non-endemic advertiser, can benefit from OTTO’s first-party data – especially in the mid and upper funnel.