adparlor - heat up performance
DESCRIPTION
Presented at IAB Canada's X-Series: Metrics event on December 4, 2013, AdParlor highlighted their relationship with Molson Coors and how they harnessed weather data to send tailored ads to the brand's fans throughout the summer.TRANSCRIPT
HEAT UP
WITH ADPARLOR
Agenda
1. AdParlor – Ads API
2. Mobile & Facebook
3. Molson Objectives
4. Weather Targeting Solution
5. Results
AdParlor Ads API
Global Facebook Strategic Preferred Marketing Developer (sPMD)
Technology - That Delivers ROISuperior algorithms and optimization strategiesReal-time bid optimization/reporting
Tools - Leading Edge PlatformAdvanced insights & analyticsPowerful ad creation and management
Official Twitter Ads API Partner
Teams – Experienced ExpertsFollow The Sun ServiceSocial media experts - Consultative approach
Who Is AdParlorOptimize Your Social Initiatives on a Single Platform
Mobile & Facebook Stats
Mobile Ad Spending In Canada2012 - 2017
By 2017, mobile advertising in Canada
will be almost 10 times its 2012 level and
make up about one in three digital dollars
spent.
Spend on the mobile channel in 2012 nearly
doubled from the previous year.
Advertisers spent CA$160 million on mobile
in 2012, and eMarketer forecast even
greater growth of CA$344 million in 2013.
Mobile Ad Spending in Canada, 2012-2017Millions of CA $ and % Change
When Social Becomes MobileReaching Your Mobile Audience on Facebook in Canada
Source: Facebook Internal Data based on stated and inferred data, average for June 2013; percentage of internet and mobile phone users calculated with data from eMarketer, April/May 2013
9.4Mpeople daily on
mobile
19Mpeople monthly
That’s 71% of internet users
13Mpeople monthly
on mobile
That’s 55% of mobile phone users
14Mpeople daily
Every Day Every Month
Molson Objectives
Molson Coors
The Market
Canada’s Oldest Brewery founded in 1786
An estimated 10M Canadians drink beer making it the number one alcoholic beverage in Canada
85% market share of total Ontario beer sales*
*Molson Coors Canada is part-owner of The Beer Store in Ontario Brewers Retail Inc., operating as a beer distribution and retail chain. Molson Coors Canada owns 50% of Brewers Distribution Limited in Western Canada
Molson Coors
Seasonal Challenges
Sustain active fans and fuel engagement within the Molson Coors community on Facebook during the summer months
Weather conditions have a meaningful impact on beer sales, both positive and negative
Continue to create innovative marketing strategies to support sales and differentiate Molson Coors from it’s competitors
Molson’s ObjectivesIncrease Product Awareness and “Refresh” Brand Positioning
Introduce and support a new product within the Canadian market - Molson Cider
Reinforce the brand positioning and sales of an established brand - Coors Light
The Solution
The Solution
1. Own Mobile – reach users that are moving off of desktop and onto mobile for the summer
2. Own Weather – Rather than a risk, turn it into an opportunity to communicate unique messaging
Real-time Weather Targeting
API Integration
Target City, 25-34
Weather API Integration
Activate ads on a city level based on the local weather conditionsThe Solution
Real-Time Data and Optimization
Methodology
Technical Integration
Weather API Built a rule-based engine Work into existing
optimization process
Development of Logic
Based on feedback Developed rule framework
Campaign Execution
Develop creative – completed by
internal teams with client approval Additional targeting applied: gender,
age, location, time of day Establish control group Optimized campaign based on
performance
Results
Results
The ads based on the ‘hot weather conditions’ delivered higher engagement. Users who clicked on ‘Weather Specific’ ads were 89% more likely to click a link, 50% more likely to mention the brand page and 33% more likely to comment as opposed to users who clicked on the ‘Generic’ ads.
CPC rates on the ‘Weather Specific’ ads were 67% lower than the ‘Generic’ ads.
Engagement rates were the highest among males 19-34.
The ‘Weather Specific’ ads outperformed the ‘Generic’ ads within multiple engagement categories.
89%more likely
to click
50%more likely to mention the brand page
33%more likely to
comment
CPC rates 67% lower
Results – Engagement Metrics
Drive awareness and engagement around Coors Light’s ice-cold refreshment positioning
The campaign was targeted to males and females ages 19-49 in the following cities:
Winnipeg Vancouver Toronto St. John’s Montreal Moncton Halifax Edmonton
An Established Brand
Educate and support a new product launch
The campaign was targeted to males and females ages 19-34 in Toronto and Halifax
Results – Engagement MetricsA new product launch