OMGP Partnerships
Omnicom Media Group UK Programmatic (OMGP) the Programmatic arm of Omnicom Media Group UK (OMG UK) has partnered with AdsWizz to create new, and engaging advertising experiences focused on providing better targeting, innovative formats and creative delivery. The partnership has resulted in several award-winning campaigns across Europe.
Innovative Solutions
By leveraging AudioMatic – AdsWizz’s specialist audio ad buying platform, OMGP was able to help its clients to reach to their target audiences in new and more relevant moments. AdsWizz’s demand side, audio centric DSP and buying platform enables entirely new audio ad experiences to clients, that are both more engaging and effective, therefore, delivering more measurable results for agencies and their clients across the globe.
Weather Targeting
OMGP ran several weather specific campaigns for clients, based on the unique targeting capabilities of the AdsWizz AudioMatic platform. One campaign, for a restaurant chain, promoting its new ice drinks, only ran ads on the AdsWizz platform when the temperature rose above 17 degrees Celsius (63 degrees Fahrenheit). This specific targeting improved the effectiveness of the campaign.
A second campaign for an energy company leveraged AdsWizz’s AudioMatic platform to run audio ads once the temperature fell below seven degrees Celsius. This ensured that the ad was fully relevant to listeners, experiencing the cold weather first-hand, therefore more likely to be in market.
Dynamic Creative Optimization
As well as using specific weather targeting on AdsWizz’s platform, many campaigns leveraged dynamic creative optimization in order to ensure that the audio ads were relevant to each listeners’ location.
One charity publicizing its annual charity walk across multiple locations, utilized dynamic creative optimization (DCO) to enable a series of different audio ads that publicized the walk that was closest to the listeners’ location, as well as providing details for the date and the number of sign ups in their area.
DCO was also leveraged to highlight a January sale, which used different creative to alert listeners to different sale items based on their location and weather at the time.
Point of Interest (POI) Technology
AdsWizz’s Point of Interest technology enabled a leading broadband provider to ensure that audio ads only ran in areas they supported with availability for the package promoted.
AdsWizz SONAR™ Data Targeting
By leveraging AdsWizz SONAR™, a train company was able to target, location, moods, behaviours and type of traveller, to provide relevant offers on tickets for people travelling from Glasgow to London, as well as passengers from Manchester, with offers on tickets from Manchester to London.
The Results
An auto client wanted to increase footfall across its dealership locations and be able to demonstrate servicing and finance solutions to in-market car buyers. Besides the 19x increase, the insight also demonstrated that exposed users were prepared to travel over 6km on average to the dealer (this allowed for increased geo-targeting for future campaigns).
An auto client wanted to increase footfall across its dealership locations and be able to demonstrate servicing and finance solutions to in-market car buyers. Besides the 19x increase, the insight also demonstrated that exposed users were prepared to travel over 6km on average to the dealer (this allowed for increased geo-targeting for future campaigns).
A national supermarket chain wanted to increase awareness and consideration of its weekly offers and CSR. Using KRUX and SONAR data targeting foodies, ethical and charitable shoppers resulted in 59% of exposed surveyed users saying they intended to visit their local store.
AdsWizz + OMGP: an Award-Winning Partnership
The partnership between AdsWizz has received a huge amount of industry recognition, winning awards in a number of categories including:
- OMGP won The Drum’s – Best Use of Creative for a dynamic creative optimization campaign, running on AudioMatic
- AdsWizz won The Drum’s Best Technology Platform for Programmatic Trading
- The collaboration was also highly commended by The Drum in the category – Most Effective Programmatic Media Partnership
“OMGP’s mission is to be the market leader in audio programmatic advertising. To achieve this, we needed a technology partner who not only understood this new medium, but was also heavily focused on innovation with key partners. The AdsWizz team matched our desires, every step of the way. AdsWizz’s expertise of the UK market and support is key for the growth of the OMGP audio proposition, moving forward. This partnership enables OMGP to continue to offer market leading solutions to all our clients, operating in the audio space.”
Simon Thomas
Head of client strategy, Omnicom Media Group Programmatic UK
Technology for a sound world.
