Q&A with Ole Henrik Hasle | Head of Performance Marketing at Vizeum
As head of performance marketing at Vizeum, Ole Henrik Hasle needed to create a more relevant and profitable digital marketing campaign for his client, Ark Bookstore – the largest book retailer in Norway. Using Adform’s DCO solution, Vizeum were able to dynamically update the adverts based on user behaviour and context, inviting clients to purchase online or collect books in-store. We caught up with Ole at the Insider Nordic Programmatic Forum and he gave us some insight into how Adform were able to help.
Good to see you! Could you tell us a bit about yourself and your role?
I’m currently the head of performance marketing at Vizeum, one of the largest global media agencies and part of the Dentsu Aegis network, my task is essentially to help clients gain sales and profits from their advertising.
How were you able to help Ark Bookstores?
Ark bookstores are Norway’s largest bookseller both in terms of their vast network of shops and market share. In 2013 they came to us in a position where they wanted to increase their market share further, they also realised that they hadn’t gained much ROI on digital spend in the past and wanted to change that. They wanted direct results from their marketing spend translated as revenue. So we did a few things, we looked at how we could create more relevant adverts, and how we could buy smarter by generating creatives that reflected the user’s interests and behaviour.
What was the creative concept?
The adverts consisted mostly of books and offers but the problem was that we weren’t offering the right book to the right person in the purchase funnel. So we looked at how we had utilized Dynamic Creative Optimization in the past and how we could apply that to Ark. We examined how we could retarget users with relevant messaging based on behaviour and how we could get people to shop both offline and online.
Cool, so you were able to get people shopping in store too?
We gave users two options, they could click through to the web shop and purchase products there or they could select a store within the banner and click and collect the book from their local store. By getting people in the physical store we were able to encourage additional purchases.
How were Adform able to help during the campaign?
There were two things. Firstly, Adform helped us with the technical set up, in terms of creating the dynamic banners, the feeds and investigating if the client had the necessary variables on their pages so that we could create the solution we wanted.
Secondly, the Adform DSP helped us to purchase media in a smart and profitable way. By analysing our sales data with Adform’s reporting we were able to find a statistical correlation between exposure time and sales and therefore purchase media based on exposure time. We also found that the placement of the creative was much more important than the size of the banner, with article boards performing much better than leaderboards. With this data we were able to create an effective buying strategy. We knew what we should look for and optimize prior to actually seeing the sales coming through.
In addition, we could estimate the time from an interaction with the ad to a purchase. With this analysis we shortened the cookie time and frequency and created different bidding rules based conversion time.
What results in performance would you like to highlight since the campaign started?
There were three areas where we saw the best results.
Firstly, through retargeting we were able to create a strategy with rules based on time and behaviour which were mapped with the user journey through the sales funnel. So, say for instance someone saw an ad for an Nesbø Book and went to ark.no, but actually instead spent time looking at a book by Agatha Christie without buying, we would then retarget the user with an advert for the Agatha Christie book and similar recommendations which matched the user’s interest. Through this kind of behavioural targeting we saw an improvement in ROAS superseding previous results by 10 times without a change in our spend or frequency.
Secondly, we were able to utlize contextual banner advertising and could therefore do things like advertise Alex Ferguson’s biography on articles about Manchester United. By pairing books with article content again we saw a huge improvement in ROAS. On placements where we earlier just got the same revenue back as money invested, we now got this money back 5 times in revenue.
Finally we saw that our ROAS was quadrupled by giving users the ability to click and collect directly from the banner. I.E. the user could reserve a book in a physical store from the banner and did not need to go to the website to do so.
So what did you find most useful?
The reporting available to us was incredibly useful, we found after we dug into the numbers in more depth that viewability and exposure time were the two most important factors in our campaign and we were therefore able to optimise our campaigns.
In addition, we couldn´t have done this without the technical assistance of Adform helping us create the setup we wanted to accomplish.
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