VERVE GROUP AND SCREAM MALMO INCREASE REACH 21% ACROSS UNIQUE AUDIENCES
Scream Malmo, part of the Scream group, is a communications agency that helps brands improve and develop marketing communications through innovative, well-founded, creative advice and data insights. Verve Group is a global consumer-first advertising suite and a leader in consolidating data, demand and supply technologies to create better business outcomes for advertisers and publishers.
STORY BEHIND THE SUCCESS
The removal of third-party cookies from the digital advertising ecosystem and changes to IDFA mean that media buyers require new audience targeting and measurement solutions.
In Sweden, mobile web traffic is higher than desktop, with Safari commanding 54%* market share. In order to maximise audience engagement and reach, media buyers are looking for solutions that enable testing of different audience targeting approaches on mobile web. Testing will help determine which approach is best for each campaign and will thus inform long term strategy.
Verve Group and Scream Malmo partnered with PubMatic to do just this. Testing with PubMatic will help them understand how different identity solutions work in order to develop a long-term addressability strategy for mobile web.
PubMatic worked with Verve Group and Scream Malmo to devise an audience targeting strategy for a leading weight loss brand looking to target in-market mobile users, that could be activated via PubMatic.
A/B tests were conducted via private marketplace (PMP) deals on the mobile web (iOS & Android) and desktop. In week one the campaign ran without applying an identity solution, in week two the ID5 ID was added to the campaign.
The use of the ID5 ID enabled Verve Group and Scream Media to reach and effectively target new consumers on mobile web at scale. Applying the ID5 ID increased campaign reach across all browser types by 21%, on both mobile and desktop. On mobile web alone, there was a 30% increase in reach — rising to 90% on iOS inventory.