What was the role of digital within the media mix?
The Trade Desk’s Koa™ AI engine is built on the DSP’s data set to help media buyers and traders harness patterns efficiently, bringing key insights to the forefront of strategy.
Koa™ allows for media planning and buying decisions to be informed by data from the start. The result is less waste in budgets, increased return on ad spend, and higer than average expressiveness scores.
Neo@Ogilvy also used The Trade Desk’s Koa™ Audience Predictor tool to extend the scale of its proprietary data, and Koa™ Identity Alliance to target users across different devices. These tools identified high-value segments and allowed for a well-performing prospecting strategy.
cost per acquisition (CPA)
Improvement from the original cost per acquisition (CPA) target
Neo@Ogilvy and The Trade Desk saved the motor brand 11% of media spend in Q4 by applying Koa™ Predictive Clearing Price to the ad groups. In terms of performance, the brand achieved a CPA of £9.24. This represented a 23% improvement from the original CPA target. Finally, the agency’s use of the platform’s architecture ultimately earned the brand a whopping return on investment increase from 1.1x to 9x.
In a sentence...
Global automotive brand dramatically improves ROI while decreasing media spend with data-led optimisation campaign.