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Samsung uses exceptional targeting for exceptional results
Case study December 2018
The situation
Samsung wanted to reach premium customers at an early stage of their home appliance buying journey. The purchase of a new home is a catalyst for buying a new TV or washing machine. This spirit drove a collaboration with realestate.co.nz to deliver exceptional targeting and results.
The challenge
Driving demand into retailers is simple with hero releases like its Galaxy smartphones. But in homeware categories, with products like QLED televisions or front-loading washing machines, competition is high and consumer consideration needs to be driven by a targeted understanding of who is in the market for these types of products. When creating demand in digital channels, success depends on the ability to target the right audience segments, with the right products, at exactly the right times.
The solution
This is where realestate.co.nz’s user profiles added real value. Samsung took realestate.co.nz data off site and overlaid it on their own programmatic buy. Overlaying this data against their own customer segments created a hyper-targeted audience which delivered real results. This process revealed ideal prospects and opportunities to influence their purchase intentions.
When New Zealanders research, buy, or move into new homes, prepare properties for sale or look for rentals, they experience significant desire for change in their lives. Around these trigger points many of us upgrade our household technology and appliances. This is why realestate.co.nz’s profiles are so powerful. Their insights into New Zealanders make the company an ideal partner to target high value consumers, in many categories all across the country.
Our approach
Distinct audiences were provided to Samsung’s DoubleClick bid manager via their media agency partner.
Four bespoke audience profiles were drawn from realestate.co.nz’s Data Management Platform (DMP) which collects, organises, stores and generates audience segments for marketers, publishers and media agencies. The browsing behaviours of 1,000,000+ unique users were factored around four key audiences: people searching in specific property price brackets, people who are highly engaged in their property seeking, people who have purchased their home and people who have families.
These audiences were overlaid on their adverts via the open exchange and this off site targeting was complemented with display advertising on realestate.co.nz’s website to ensure all possible customers were captured. Overlaying Samsung’s own segmentation with realestate.co.nz’s behavioural profiles delivered highly engaged audience segments in a premium environment.
The results
Success was measured by engaged traffic to Samsung’s product pages.
This campaign delivered over 2.4 million impressions which resulted in almost 1,000 visits to Samsung’s website. This traffic showed positive uplifts from standard site-user behaviour. In particular:
- Sessions were 2.25x longer than average
- The audience searching within specific price brackets saw session times almost four times longer than average
- Mobile adverts and large display banners saw the strongest engagement – 0.09% and 0.08% click through rate respectively
About realestate.co.nz
As New Zealand’s leading online property site with over 1,000,000 monthly unique browsers, realestate.co.nz showcases the most for sale property listings from every real estate brand in the country. Their data management profiles are all about better understanding users’ behaviour and gaining higher quality customer insights. Insights that will help optimise Samsung’s future media buys and creative.
