Technology
EssenceMediacom, Adelaide, and Kargo Run First Digital Campaign Guaranteeing Media Quality with Attention.
Goal
- Guarantee media quality by establishing minimum AU rating for digital campaign
- Secure higher-quality media dynamically via Added Value AU-based PMP within Google Display & Video 360
Our Approach
- MediaCom and Kargo agreed upon minimum Avg.AU rating of 25 for campaign.
- Adelaide created a custom AU planning calculator using historical Kargo data. The calculator was used by Kargo to design a media plan that would meet the AU guarantee.
- An added value PMP was used to serve impression when average AU dipped below 25.
- AV impressions must be of higher AU quality than full-priced impressions to bring average AU above the threshold.
- Campaign was delivered via programmatic PMPs activated on Google Display & Video 360. Performance and delivery was monitored within Adelaide dashboards.
The campaign outperformed the AU guarantee by +16.8% and Kargo benchmark by +25.5%
Across more than 6M impressions and 262 domains, the campaign delivered an Avg. AU within +1.6% of the planning calculator's estimate.