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Molslinjen's Programmatic Display Program
More than 13 million vehicles travel between Jutland and Zealand every year, making out a rich transportation market. Molslinjen's target for 2019 was to create sales growth while keeping the marketing budget on the same level. Additionally, market leader Storebæltsbroen, already accounting for 54% of all travels from Jutland to Zealand, announced price reductions which made their offering more attractive. From continuous econometric modeling, we knew that Programmatic Display was (next to Paid Search) the largest volume and highest RROI driver in terms of sales. However, to sustain the growth targets, the effectiveness (RROI and media-driven sales volume) for Molslinjen's Programmatic Display program had to be significantly improved. So how do you get people to take the ferry instead of the bridge? We took a deep-dive into the various incentives and found a great variance across customer segments. Customers have many different "reasons to travel". Molslinjen's two overall segments were "B2B" and "B2C". In the programmatic display targeting, each segment was divided into three subsegments: "site-visitors", "prospects" and "previous purchasers". Each segment has different reasons to travel with Molslinjen: For families, the ferry provides a welcome break from the cramped backseat, for business clients it offers value in the shape of time for meeting preparation or clearing the inbox. Some consumers preferred to cozy up on the ferry with a cup of coffee rather than drive in rainy weather, and some were motivated by a wish to save mileage. Unable to suit all preferences in a single concept, we ensured maximum relevance by tailoring our content to each traveler. A critical upgrade since 70% of the advertising effect comes from the creative (Source: Ipsos Global research pool & Kantar MillwardBrown Make a Lasting Impression 2017). Hence, our strategy rested on two pillars of optimization: 1. Media investment optimization: We optimized budget allocation between segments to ensure prioritization of the most profitable audiences as well as ensure the utilization of new purchasing opportunities to ensure lower prices and higher quality. 2. Creative optimization: We developed a dynamic banner setup which ensured that the demand for high relevance in the communication was met. The dynamic display banner setup had to be able to change graphical elements, images, CTAs, and copy according to which segment we met as well as considering external factors such as weather and geographical location of the target group. The combination of media and creative optimization was carried out in order to help Molslinjen communicate with maximum relevance to the right audiences. And at a lower cost. In the end, increasing the profitability of the programmatic display program. We continuously optimized the two strands throughout the year to ensure the increased effectiveness for both investment and creatives: 1. Media Investment optimization: In close collaboration with Danish media, we developed a new transparent marketplace (SSP), which ensured premium inventory at a low price by being prioritized in the header bidding. Molslinjen utilized this new opportunity greatly in the employment of dynamic budget allocation between SSP's. Also contributing to the change, the media investment between segments were algorithmically optimized towards generating the cheapest viewable impressions and the cheapest cost pr. action (sales). 2. Dynamic Creative Optimization: In an elaborate decision tree, we planned relevant messaging to all travelers, distinguishing between existing, new and potential customers, b2b, b2c, travelers with family and those without. In addition, we integrated contextual data, varying messaging based on both weather and geolocation. Combining 1st and 3rd party data enabled us to create a dynamic banner template combined with a decision-engine feeding dynamic elements depending on segment (audience) weather (weather API), geography (device/IP location). This resulted in 432 different messaging possibilities. Molslinjen Birgitte Kold Ingwersen Marketingchef Drum CPH Claus Andersen Managing Director Fie Jakobsen Business Director John Alfred Luarca Art Director Jacob Arensøe Front End Developer Collaborators OMD Mediebureau Background More than 13 million vehicles travel between Jutland and Zealand every year, making out a rich transportation market. Molslinjen's target for 2019 was to create sales growth while keeping the marketing budget on the same level. Additionally, market leader Storebæltsbroen, already accounting for 54% of all travels from Jutland to Zealand, announced price reductions which made their offering more attractive. From continuous econometric modeling we knew that Programmatic Display was (next to Paid Search) the largest volume and highest RROI driver in terms of sales. However, to sustain the growth targets the effectiveness (RROI and media driven sales volume) for Molslinjen's Programmatic Display program had to be significantly improved. So how do you get people to take the ferry instead of the bridge? We took a deepdive into the various incentives and found a great variance across customer segments. Customers have many different "reasons to travel". Molslinjen's two overall segments were "B2B" and "B2C". In the programmatic display targeting, each segment was divided into three subsegments: "site-visitors", "prospects" and "previous purchasers". Each segment has different reasons to travel with Molslinjen: For families, the ferry provides a welcome break from the cramped backseat, for business clients it offers value in the shape of time for meeting preparation or clearing the inbox. Some consumers preferred to cozy up on the ferry with a cup of coffee rather than drive in rainy weather, and some were motivated by a wish to save mileage. Solution Unable to suit all preferences in a single concept, we ensured maximum relevance by tailoring our content to each traveler. A critical upgrade since 70% of the advertising effect comes from the creative (Source: Ipsos Global research pool & Kantar MillwardBrown Make a Lasting Impression 2017). Hence, our strategy rested on two pillars of optimization: 1. Media investment optimization: We optimized budget allocation between segments to ensure prioritization of the most profitable audiences as well as ensure utilization of new purchasing opportunities to ensure lower prices and higher quality. 2. Creative optimization We developed a dynamic banner setup which ensured that the demand for high relevance in the communication was met. The dynamic display banner setup had to be able to change graphical elements, images, CTAs, and copy according to which segment we met as well as considering external factors such as weather and geographical location of the target group. The combination of media and creative optimization was carried out in order help Molslinjen communicate with maximum relevance to the right audiences. And at a lower cost. In the end increasing the profitability of the programmatic display program. We continuously optimized on the two strands throughout the year to ensure the increased effectiveness for both investment and creatives: 1. Media Investment optimization In close collaboration with Danish media, we developed a new transparent marketplace (SSP), which ensured premium inventory at a low price by being prioritized in the header bidding. Molslinjen utilized this new opportunity greatly in the employment of dynamic budget allocation between SSP's. Also contributing to the change, the media investment between segments were algorithmically optimized towards generating the cheapest viewable impressions and the cheapest cost pr. action (sales). 2. Dynamic Creative Optimization In an elaborate decision tree, we planned relevant messaging to all travelers, distinguishing between existing, new and potential customers, b2b, b2c, travelers with family and those without. In addition, we integrated contextual data, varying messaging based on both weather and geolocation. Combining 1st and 3rd party data enabled us to create a dynamic banner template combined with a decision-engine feeding dynamic elements depending on segment (audience) weather (weather API), geography (device/IP location). This resulted in 432 different messaging possibilities. Result By blending powerful audience and data insights with purchasing craft and creative rigour, we ensured relevance in each impression throughout all touch points in the customer journey. Harvesting both behavioral and contextual data to optimize buying and fueling dynamic creative optimization, Molslinjen experienced 7% growth in sales and 30% rise in media driven sales in a period where the market leader Storebæltsbroen lowered their prices. The econometric model for 2019 confirmed the strategy, as Molslinjen’s Programmatic Display campaign's RROI had improved with 99% (from 14 to 28!!!!)). The model showed a 194% volume-increase in ticket sales driven by programmatic display. By introducing the new marketplace “OMG Z” to Molslinjen’s programmatic display campaign, we reduced the CPM with 44% YoY, thus generating larger volume at a cheaper price. By combining mad men and math men, this case shows how data can shape marketing - from strategy all the way to execution. The fusion of buying, data, creative and technology helped Molslinjen rock the boat through bespoke messaging to relevant consumers. Securing growth in 2019 and years to come.
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