03.05.2019
Programmatic

Wyeth Materna launches market-first programmatic campaign using Predictive Audience of Verizon Media Ad Platforms

Businessman working using laptop computer with strategy and growth of business on screen

Wyeth Nutrition has become the first marketer in Hong Kong to adopt Predictive Audience technology, leveraging machine learning and probability equations to optimise its programmatic ad investments in partnership with Verizon Media Ad Platforms and OMD Hong Kong. Its use for the latest programmatic campaign by Wyeth Materna decreased the brand's CPA by 90%.

While conventional programmatic focuses on optimising existing segments, Predictive Audience focuses on finding new prospects from fresh and varied angles. To demonstrate its effectiveness, OMD's programmatic team put the new technology to the test for its client, Wyeth Materna, by applying the same pre-defined audience settings in the same campaign period, under three different buying models:

  • Predictive Audience
  • Lookalike Expansion
  • Audience Targeting e.g. Family and Planning

Predictive Audience improved the campaign's performance for all the three buying models compared with its past campaigns, producing significantly more acquisitions for Wyeth Materna.

By building analytic models that examine one million attributes, the Predictive Audience technology devises predictors that can accurately locate potential buyers - thereby effectively mapping, targeting and converting the right audiences in 1 billion users of Verizon Media (Previously known as Yahoo/Oath. A subsidiary of Verizon Communications Inc, NYSE: VZ). This is facilitated by the DSP Machine Learning Engine, which locates, correlates and ranks data points leading to conversion. Scores are then given to individual users, based on these "predictive factors" to allocate investment. The campaign learning is then accumulated by the AdLearn algorithm to benefit all future campaigns that deploy Predictive Audience.

Commenting on the campaign, May Chung, Business Executive Officer of Wyeth Nutrition said, "Wyeth Materna has a strong foundation in Hong Kong, trusted by many HK Moms. However, considering the ever-increasing competition, we have to go beyond conventional media tactics to recruit new users. As a firm believer of programmatic, we understand the power of the technology, but at the same time we are constantly questing for more effective ways of buying. We are delighted to be Hong Kong's first marketer to adopt Predictive Audience of Verizon Media Ad Platforms and are deeply impressed by the business results we have achieved with more acquisitions. I look forward to leveraging this technology further to benefit all of Wyeth Nutrition's brands."

Gary Wong, Managing Director of OMD Hong Kong, added: "Programmatic is still a vast discipline, with lots of potential that is yet to be discovered. With the help of Predictive Audience, we have been able to take programmatic beyond precision targeting to even better prospecting for Wyeth Nutrition. I believe this campaign will serve as an inspiration for other marketers to revisit the capability of programmatic and what it can do for their campaigns. Verizon Media has been a key partner for us, with their tireless pursuit to create new solutions for our clients. We look forward to collaborating with them further and creating more programmatic best practices."

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