Renault hits new highs in measurement with third-party served rich media

A common complaint from advertisers on mobile surround the conflicts in reported results between mobile publishers and ad servers.

Mark Halliday, head of mobile at Manning Gottlieb OMD in the UK, wanted to address this issue head-on. When DoubleClick and Google Mobile Ads approached him about collaborating on a beta test to overcome the obstacles in mobile reporting, Mark identified the client Renault as an ideal match for the project. And so a campaign for the Renault ZE would become one of the first third-party served mobile rich media campaigns in Europe - and a welcome companion to a similar campaign ran in the US with OMD and Intel, see previous blog here.

 

The campaign objective was to achieve brand engagement to be measured through numbers of video views, but also to improve tracking and reduce statistical discrepancies in reporting. Ad creatives consisted of the Renault ZE television spot embedded as a YouTube video player in a tap-to-expand unit. DoubleClick Studio was used to build and assemble the ads in HTML5 and to implement tracking code in the raw files. The ads were trafficked in DoubleClick for Advertisers (DFA) and served on a targeted basis across Google’s AdMob network of over 300,000 mobile applications. Thanks to tracking enabled by DFA, as soon as the creative was served, the impressions, clicks, interactions, expansions and video plays could be reported back.  

In the month-long campaign, advertising on the AdMob network generated 25% of UK views for the Renault ZE YouTube commercial  8.6% of users who viewed the expanded panel tapped through to the Renault site. But that wasn’t the only victory worth celebrating. Thanks to tight integration, the discrepancy between the ad serving side and the publishing side in reported impressions was just 1.5%. As far as Mark Halliday is concerned, this is good news not just for the agency and their clients, but also for the mobile sector at large.

Read more about the pioneering campaign for Renault and what this means for mobile by downloading the full PDF of the case study here.

Matt Brocklehurst, Product Marketing Manager, Mobile Ads

Renault hits new highs in measurement with third-party served rich media
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