| Title | SYNC CAMPAIGN |
| Brand | ACTIVISION |
| Product/Service | CALL OF DUTY |
| Category |
A08. USE OF MOBILE DEVICES IN A MEDIA CAMPAIGN |
|
Entrant Company
|
XAXIS London, UNITED KINGDOM
|
|
Advertising Agency
|
XAXIS Amsterdam, THE NETHERLANDS
|
|
Media Agency
|
MEC Amsterdam, THE NETHERLANDS
|
Credits
| Geert Hoogeveen |
Xaxis |
Managing Director |
| Michael Jansen |
Xaxis |
Operations Manager |
| Govaert Plesman |
Xaxis |
Engagement Manager |
| Eva Holtkamp |
MEC |
Client Service Director |
| Anoe Meijers |
MEC |
Communication Director |
Results and Effectiveness
Our agency delivered second screen inventory very accurate in sync with the TV-spot during commercial breaks in primetime. We served most impressions on tablets, second screen of choice, but also on laptops and smartphones.
We focused inventory to TV Guide and related websites. These sites are visited, especially during commercial TV breaks. We also displayed on Facebook as traffic peaks during commercial breaks.
For a limited additional budget we deliver close to 10 million impressions using 11 TV-spot syncs.
Unique reach was 2,1 million users with an average contact frequency of 4,6. Overall CTR was 56% higher than local benchmark.
Creative Execution
MEC decided to use a third party technology customized for Xaxis called Xaxis Sync.
When TV spot is airing, this solution sent out a “start” trigger immediately to Xaxis Demand Side Platform allowing an immediate buy of targeted digital inventory from multiple sources and data providers.
This resulted in the ability to start delivering targeted ads on second screens, within 2 seconds after the TV spot started airing.
We planned high display volumes in a timeframe of 5 min without frequency cap to gain high impact and drive recognition and awareness.
The formats used were a combination of 5 standard IAB display ads, 4 mobile and in-app optimized formats, and a Facebook Exchange ad. Media needed to be available in realtime when running this Synced campaign. That’s why we didn't include billboard ads or halfpage ads in the mix as they were not available programmatically at scale at that time.
Insights, Strategy and the Idea
Activision, leading international publisher of interactive entertainment software products, wanted to promote its new video game on the Dutch market.
The market of video games is highly competitive and the client wanted to increase its awareness and footprint within its core audience being males 16-34 years old. The challenge was to reach them at scale, with minimal waste and maximum cost efficiency.
Due to shifts in media consumption, especially in Activision’s target audience, traditional media buying becomes increasingly more in-efficient. Indeed, this group is moving across multiple devices, and the attention for TV and TV spots suffer from the use of second screens.
Users' attention is focused on second screens such as tablets, laptops and smartphones. It is exactly during the commercial breaks on TV that second screen usage peaks. As much as 18-36% of people do this of which 53% no longer zaps away on TV.