Case Study
Mercedes-Benz Programmatic Rich Media
Case
Background
Mercedes-Benz is a
German luxury
automaker,
producing
automobiles, buses,
coaches, and trucks.
Mercedes-Benz
traces its origins to
Karl Benz's creation
of the first
petrol-powered car,
patented in 1886.
Today the company
is part of the German
Big 3 luxury
automakers, along
with Audi and BMW,
which are the
bestselling luxury
automakers in the
world.
For many enthusiasts, a car isn’t just a vehicle;
it’s an extension of oneself. For those who
prefer the finer things in life, no brand
embodies luxury quite like Mercedes-Benz.
In particular, its C-Class line, launched at the new millennium, is
widely considered the epitome of a high-utility lifestyle vehicle.
More recently, the auto manufacturer introduced the GLA sports
utility vehicle for those who are ‘always restless.’ Mercedes-Benz
Denmark wanted to introduce its newest C-Class model, as well
as the GLA, to Danish drivers of exacting tastes.
CASE
SETUP
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Case Study
Mercedes-Benz Programmatic Rich Media
Challenges
Successfully advertising new automobiles is a
game of speed. Given the competitive nature of the
sector, brands have a very short window to capture
the consumer’s imagination with their new models.
To create a buzz for their brands, auto manufacturers invest in
state-of-the-art campaigns, with creatives that dazzle consumers.
Mercedes-Benz needed a campaign that could break through
the Internet clutter on Denmark’s key auto-intender sites and
inspire potential customers to click-through to the Mercedes-Benz
website and schedule a test drive.
Media efficiency is also a concern. Many consumers, curious
about the newest luxuries, will click on ads for products they
never intend to buy. As an upscale brand, Mercedes-Benz
wanted to focus its ad spend on consumers who of means were
more likely to purchase one of their models.
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Case Study
Mercedes-Benz Programmatic Rich Media
The
Solution
From the start, ZenithOptimedia recommended a
Rich Media campaign to be executed through Real
Time Bidding.
Adform research shows that Rich Media and video ads
outperform standard banners in both performance and brand
campaigns. Examining data from hundreds of campaigns each
quarter, Adform found the CTR benchmark for standard banners
is just 0,09%, while the benchmark CTR Rich Media and video
banners is 0,27% and 0,52% respectively.
Working with ZenithOptimedia, Mercedes-Benz created an
overlay banner that featured a high-end video of the interiors of
Class-C and GLA. The video highlighted Mercedes-Benz’s
exquisite workmanship as well as the experience of being
behind the wheel.
To reach its target market, ZenithOptimedia turned to Adform to
launch a Programmatic Rich Media campaign at scale. Using
data that served as a proxy for earning power, Adform’s
demand-side platform (DSP) targeted upper-income people on
auto-intender and general news sites. The campaign ran for
four weeks.
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Case Study
Mercedes-Benz Programmatic Rich Media
The
Results
The results were nothing less than
spectacular and exceeded Mercedes-Benz’s
expectations in every way.
The Rich Media overlay banners delivered performance that
was:
2800%
better CTR (%)
than standard
banner formats
thanks to data
driven targeting
5x 38x
higher Engagement better Engagement
Rate than Adform’s Rate than RTB for
Q3 benchmark for
standard formats
non programmatic
Rich Media
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Case Study
Mercedes-Benz Programmatic Rich Media
Conclusion
As the Mercedes-Benz campaign proves, for high-end
brands in highly competitive industries, Programmatic Rich
Media is an excellent combination to raise brand
awareness and engage with new consumers.
Rich Media ads drive the highest possible engagement
rates; while data-driven programmatic campaigns ensure
that the right types of consumers see ads.
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