Post by account_disabled on Jan 2, 2024 9:59:22 GMT 5
Samsung , with its agency Starcom, and L'Oreal , with its agency Zenith, have been the first advertisers in Spain to carry out a programmatic campaign with activation of specific AIMC targets , thus demonstrating once again their capacity for innovation and constant learning by testing new solutions based on data and technology. To achieve this, Publicis Media has relied on AIMC Live , AIMC's new tool, with ubiK technology , which combines the safe and effective segmentation methodologies typical of the offline world, along with the predictive models characteristic of the digital world. Through complete integration with AIMC Marcas, the leading media-product studio in the Spanish market, AIMC Live is able to deepen, define and design any target, knowing their browsing habits at all times. Now these targets, which have been used in the offline world, are applied in the digital world through programmatic purchasing . The artificial intelligence models developed by ubiK establish behavioral patterns in the chosen audience, and thanks to advanced algorithms, the selected target is raised to a higher sample of real users who match said segment.
These are housed in the corresponding DSP's and DMP's, allowing their activation in programmatic purchasing and offering a professional and transparent process , where the person in charge of designing the Phone Number List strategy has control throughout the entire connection process with the consumer. Samsung with its Tab S7 campaign and L'Oreal with its Garnier Solid Shampoo campaign were pioneers in using segments from AIMC Live . In both campaigns, an incremental improvement in interaction results has been observed compared to other campaigns carried out with other types of data. In both cases there has been a delivery of the communication and impressions to the specific target desired by the brand , and without wasting impacts outside the advertiser's target. All parties involved in these AIMC Live target launch campaigns are very satisfied with the results achieved. “At AIMC we are delighted with the enormous reception that AIMC Live is having among our associates. With these first two success stories, which include large advertisers such as Samsung and L'Oreal, Publicis Media is achieving a much more precise impact on its digital campaigns, thus reaching the desired targets ,” comments Pablo Alonso, Technical General Director of AIMC. All the feedback received will help AIMC to continue applying improvements that help boost the advertising market through innovative applied research techniques.”
For his part, Fernando Alonso, the technological partner at ubiK : “Advanced machine learning techniques have allowed us for the first time to break the barrier between research and digital activation . For us, Publicis Groupe's commitment to emblematic brands such as L'Oreal and Samsung, always at the forefront in the sector, is fundamental. The results of these campaigns consolidate the work led by AIMC, in collaboration with Kantar and ODEC, leading companies in the market.” From the advertiser's side, Germán de Sancho, Head of Precision Advertising at L'Oreal comments: “ This new solution allows us to activate target marketing in programmatic purchasing segments, giving us greater capacity to streamline and qualify our impacts , taking into account all the potential that AIMC offers on consumers. Finally, Jorge Campos, Programmatic Client Manager of Publicis Media for Samsung , explains “ This new data source allows us to reach targets for which we did not have solutions until now in the digital world, such as all those related to the part most focused on aspirations and user feelings shown in the survey. Artificial intelligence adds the cherry on top that was missing, making it scalable to be able to find those audiences in the digital world in an efficient way .”
These are housed in the corresponding DSP's and DMP's, allowing their activation in programmatic purchasing and offering a professional and transparent process , where the person in charge of designing the Phone Number List strategy has control throughout the entire connection process with the consumer. Samsung with its Tab S7 campaign and L'Oreal with its Garnier Solid Shampoo campaign were pioneers in using segments from AIMC Live . In both campaigns, an incremental improvement in interaction results has been observed compared to other campaigns carried out with other types of data. In both cases there has been a delivery of the communication and impressions to the specific target desired by the brand , and without wasting impacts outside the advertiser's target. All parties involved in these AIMC Live target launch campaigns are very satisfied with the results achieved. “At AIMC we are delighted with the enormous reception that AIMC Live is having among our associates. With these first two success stories, which include large advertisers such as Samsung and L'Oreal, Publicis Media is achieving a much more precise impact on its digital campaigns, thus reaching the desired targets ,” comments Pablo Alonso, Technical General Director of AIMC. All the feedback received will help AIMC to continue applying improvements that help boost the advertising market through innovative applied research techniques.”
For his part, Fernando Alonso, the technological partner at ubiK : “Advanced machine learning techniques have allowed us for the first time to break the barrier between research and digital activation . For us, Publicis Groupe's commitment to emblematic brands such as L'Oreal and Samsung, always at the forefront in the sector, is fundamental. The results of these campaigns consolidate the work led by AIMC, in collaboration with Kantar and ODEC, leading companies in the market.” From the advertiser's side, Germán de Sancho, Head of Precision Advertising at L'Oreal comments: “ This new solution allows us to activate target marketing in programmatic purchasing segments, giving us greater capacity to streamline and qualify our impacts , taking into account all the potential that AIMC offers on consumers. Finally, Jorge Campos, Programmatic Client Manager of Publicis Media for Samsung , explains “ This new data source allows us to reach targets for which we did not have solutions until now in the digital world, such as all those related to the part most focused on aspirations and user feelings shown in the survey. Artificial intelligence adds the cherry on top that was missing, making it scalable to be able to find those audiences in the digital world in an efficient way .”
