IMPROVING MEDIA EFFICIENCY AND SUPPLY CHAIN MANAGEMENT FOR MAJOR RETAIL BRAND
For one international jewelry brand managing their local programmatic buy approach and performance had become complex. In a competitive and crowded digital retail sector, they needed a cross-market solution that would improve the visibility of performance metrics across their global markets and improve their supply path and media efficiency.
OUR BOLD AMBITION
Our client had always operated its programmatic buy locally. Yet over time this meant that global co-ordination and transparency of best practice programmatic buying presented a complex challenge for the retailer. We partnered with the client to apply speed, insights and an actionable plan for transformation. We created: a cross market methodology, better visibility of the full supply path and best practice to improve performance metrics across global markets. Key objectives were to: reduce advertising fraud, reduce media inventory buy cost and eliminate fragmentation in negotiation deals.
Working closely with the client’s global team we provided strategic guidance to deliver at pace:
Supply Path Analysis
Golden rules guidelines
Foundation for price negotiations
Implementation of custom bidding algorithms
Domain experiment analysis
We achieved a 20% higher programmatic investment efficiency for our client. Our MarTech expertise and support delivered:
90% reduction in domain and inventory landscape, yet maintained same reach
95% brand risk reduction, by avoiding domains and placements that compromised brand safety definitions
20% cost reduction on quality CPM media by mitigating fraudulent, out-of-geo and out-of-view inventory
A global dashboard delivering findings and transparency across global markets