Title	TELE.RING
Brand	T-MOBILE
Product/Service	LINKING ONLINE SHOPPING BASKET TO TARGETED MARKETING VIDEOS
Category	A01. Innovation
Entrant Company	TUNNEL23 WERBEAGENTUR Vienna, AUSTRIA
Advertising Agency	TUNNEL23 WERBEAGENTUR Vienna, AUSTRIA

Name	Company	Position
Diego Del Pozo	TUNNEL23 Werbeagentur Gmbh	Ceo
Claudia Pisch	TUNNEL23 Werbeagentur Gmbh	Consultant
Adam Tubak	TUNNEL23 Werbeagentur Gmbh	Art Director
Tobias Federsel	TUNNEL23 Werbeagentur Gmbh	Creative Director

The Brief

The Austrian mobile phone market is highly competitive, with some of the lowest rates in Europe. Therefore those companies in Austria have a huge challenge creating efficient advertising. Retargeting with personalized video ads on YouTube is a feature which helps to connect with users which have visited the tele.ring webshop without buying anything. This special audience receives tailored video messages -so called TrueView PreRolls which are skippable- presented by the brand testimonial. Our goal was to remind the user in a charming way what a great offer tele.ring has and which benefits are connected with buying this offer in the onlineshop. According to the European Headquarters from Google this kind of video advertising in connection with retargeting -which on top is personalized, ergo the videos have been especially created for this type of advertising-has not been done before. Therefore this case study of T-Mobile Austria is now used as worldwide beste practice case within the Google cooperate network.

Retargeting with personalized video ads is a further development of conventional behavourial retargeting with banner ads. Just as with banners users which visited the tele.ring website without buying something are tagged with a Google remarketing cookie. Those users are recognized in YouTube and receive special prerolls. From a creative point of view it was important creating relevant and entertaining videos as for this specific audience containing a call for action making sure the site visitor user turns into a customer. The production of the videos which were used for this type of advertising had a budget of € 10.000. The script was build in a way that the movie can be recut in various ways and also adding different products is possible. This means that the videos can be used as long as the testimonial which is playing the main part in the video exists . As mentioned before this type of advertising in YouTube has not been done before.

We expect that this concept of personalized video ads for behavourial retargeting will soon be used from various industries as next step in the evolution of behavourial retargeting. A further development of personalized video ads is a hyper-personalization showing the exact product the user had in his basket. At the moment we are showing the best offers or hero devices. The results are very promising reaching 90% of the tagged users in YouTube. Also the acceptance of this advertising is quite high having 15% of the users not skipping the video ad. In the meantime sales from personalized video ads represent 1/3 of all retargeting sales having a simular cost per order as retargeting measures with display.