AdsWizz dynamic creative optimization technology increases relevance and awareness scores for targeted ad listeners

AdsWizz Inc, the world’s leading provider of digital audio and podcast technology solutions, has achieved success in helping Mustard.co.uk, the UK car insurance comparison site, increase purchase intent and brand awareness through the use of Dynamic Creative AdsWizz’s Optimization (DCO) technology announced for the first time in the UK.

The AdsWizz DCO feature allows brands to connect at the right time and place on an individual level. Leveraging rich data points—like behavioral segments, local weather, and device type—brands can dynamically generate a variety of custom creatives and deliver them at scale to a variety of listeners.

Octave Audio, a joint venture between Bauer Media and News UK that is pioneering first-party data and addressability in the digital audio space, was able to test the dynamically targeted ads for client Mustard.co.uk to understand if they were on Resonate Target audience better than generic ads and those that the ads don’t target at all.

Octave set up four Mustard ads so that respondents heard each one. Each piece of audio had dynamically generated location and age characteristics. For example, if a user in Birmingham was between the ages of 35 and 44, the audio played would read: “a driver 37 in the West Midlands”. After each ad was played, a series of questions were asked about the ad’s impact. The sample was then segmented to look at respondents with targeted advertising versus those with untargeted advertising.

The results of the Veritonic Brand Uplift study showed that in all cases there was higher awareness (+14 ppt), relevance (+14 ppt), and intent (+5 ppt) for the target participants compared to the non-target participants. This shows that dynamic targeting creatives can be much more effective when you want to engage with specific audiences.

There was also a +47 ppt increase in mustard preference and a +33 ppt increase in purchase intent for all listeners.

Commenting on the success of the campaign, Brieuc Verwilghen, VP, Head of Commercial Partnerships & Strategy, EMEA & APAC at AdsWizz said: “Audio advertising has been shown to resonate with consumers at a deeper level than display and video. And with DCO, this adds another layer of personalization to the ad experience, further contributing to the resonant power of audio ads.”

Tom Mckay, Head of Product & Strategy at Octave Audio, said: “Reaching listeners in the right place and at the right time with relevant, personalized messages has been a core component of Octave’s offering over the past two years. Being able to take this to the next level through the AdsWizz DCO feature and measuring the results using our intelligent brand uplift studies has shown a direct correlation between personalization and increases in awareness, popularity and intent . This in turn has allowed our advertising partners to really show the effectiveness of digital audio. We are excited to see what we can do next in personalization.”

Jazmine Brace, Marketing Manager at mustard.co.uk added: “Using AdsWizz’s DCO technology, we were able to increase engagement and increase effectiveness by dynamically delivering our message with personalized and contextual creative. This real-time personalization is something new in the market and it’s a great honor to be the first brand to use it in the UK with AdsWizz. We always want to ensure relevance and relevancy are at the core of every interaction we have with our clients, so using the DCO allowed us to cut through the noise and integrate our message into the listener’s environment for a more tailored, relevant ad experience. “

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