Tag: #ADS

The Latest Advances in OTT Technology for Advertisers

The world of advertising has experienced a seismic shift with the rise of over-the-top (OTT) platforms. As more viewers migrate away from traditional cable TV to streaming services, advertisers are increasingly turning to OTT technology to engage consumers in new and innovative ways. In this article, we explore the latest advances in OTT technology that are reshaping digital marketing and offering advertisers new opportunities to enhance campaign performance.

Understanding OTT Advertising

OTT (Over-The-Top) advertising refers to ads that are delivered through internet-connected devices rather than traditional cable or satellite television. OTT platforms like Netflix, Hulu, Amazon Prime Video, and YouTube are becoming dominant forces in the media industry, providing advertisers with a unique avenue to reach targeted audiences across multiple devices.

OTT advertising allows advertisers to deliver personalized, data-driven ads to consumers watching their favorite shows or movies, creating a more engaging and less disruptive experience than traditional TV ads. As OTT consumption continues to grow, leveraging OTT technology for advertising is becoming increasingly important for businesses looking to remain competitive in a digital-first world.

The Shift from Traditional TV to OTT

Traditional TV advertising has long been a cornerstone of the advertising industry. However, in recent years, there has been a clear shift toward OTT platforms as viewers increasingly cut the cord and opt for streaming services. According to recent studies, over 50% of U.S. households have adopted some form of connected TV, making it an essential platform for advertisers.

This migration presents both challenges and opportunities for advertisers. The challenge lies in navigating the fragmented landscape of OTT platforms and devices, while the opportunity is in leveraging the power of digital tools like data analytics and programmatic advertising to reach more precise audiences.

Latest Developments in OTT Technology

1. Advanced Targeting Capabilities

One of the most significant advances in OTT technology is the ability to target specific audiences with high precision. Thanks to the vast amounts of data available through digital streaming services, advertisers can now reach their target demographic more effectively than ever before.

Modern OTT platforms offer advanced targeting options that allow advertisers to target users based on:

  • Demographics: Age, gender, income level, etc.
  • Location: Geographic targeting to local, regional, or national audiences.
  • Viewing Habits: Based on the type of content viewers consume (e.g., sports, drama, comedy).
  • Device Type: Whether viewers are watching on smart TVs, mobile devices, or desktops.

By using this rich data, advertisers can deliver more relevant, personalized ads, improving both engagement rates and ROI.

2. Programmatic Advertising in OTT

Programmatic advertising has become a game-changer for OTT advertising. This automated buying and selling of digital ad space allows advertisers to optimize their campaigns in real-time, targeting the right viewers at the right time with minimal manual intervention.

With programmatic advertising, advertisers can leverage:

  • Real-Time Bidding (RTB): This feature allows advertisers to bid on ad inventory in real-time, ensuring they pay the optimal price for ad placements.
  • Data-Driven Optimization: Ads can be optimized based on viewer behavior, maximizing effectiveness and return on investment.
  • Cross-Platform Integration: Programmatic ads can be served across various devices, ensuring consistent messaging regardless of the viewer’s screen.

This level of automation and data-driven optimization helps advertisers achieve more efficient campaigns and reduces the complexity of managing multiple ad placements.

3. Connected TV Advertising

Connected TV (CTV) is one of the most significant trends in the OTT space. CTV refers to any television set that is connected to the internet, including smart TVs and gaming consoles. Advertisers are increasingly turning to CTV as a way to combine the targeting capabilities of digital with the expansive reach of traditional TV.

The key benefits of CTV advertising include:

  • Broad Reach with Precision: CTV allows advertisers to reach a mass audience, but with the ability to target viewers based on data insights.
  • Engaging Ad Formats: CTV ads offer more engaging formats compared to traditional TV, such as interactive ads that allow viewers to take immediate action.
  • Seamless Integration: CTV ads integrate well into the streaming experience, making them less intrusive and more likely to be viewed in their entirety.

CTV offers an opportunity for advertisers to leverage the power of both TV and digital, allowing for a more integrated and effective advertising strategy.

4. Interactive and Shoppable Ads

With the increasing demand for more interactive and engaging ad experiences, OTT platforms are introducing new formats that go beyond passive viewing. Interactive and shoppable ads are gaining popularity as they allow viewers to engage with the content directly.

  • Interactive Ads: These allow viewers to interact with ads by choosing their preferred options, watching additional content, or even participating in polls or quizzes. These ads lead to higher viewer engagement and brand recall.
  • Shoppable Ads: Shoppable ads enable viewers to purchase products directly from the ad itself, providing a seamless transition from viewing to buying.

By incorporating these interactive features into OTT ads, advertisers can create more immersive and actionable experiences, driving higher conversion rates and improving campaign performance.

5. Advanced Analytics and Attribution Models

As the OTT advertising space matures, the importance of advanced analytics and attribution models has become more evident. Advertisers now have access to sophisticated tools that provide insights into how ads are performing across various platforms and devices.

  • Cross-Device Tracking: With OTT technology, advertisers can track users across multiple devices, providing a more holistic view of their behavior and interactions with ads.
  • Attribution Models: New attribution models allow advertisers to understand which touchpoints along the customer journey contributed most to conversions, helping them optimize future campaigns.
  • Real-Time Analytics: Access to real-time data enables advertisers to adjust their campaigns on the fly, making improvements to targeting, messaging, and ad spend allocation.

These advancements in analytics empower advertisers to make data-driven decisions and ensure that their OTT campaigns deliver maximum ROI.

6. Privacy and Data Protection

As the digital landscape evolves, so too do concerns around privacy and data protection. OTT platforms are investing heavily in securing user data and complying with regulations like the GDPR and CCPA. Advertisers must also stay ahead of these regulations to ensure their campaigns are compliant and transparent.

  • Data Security: Advanced encryption methods are being implemented to protect user data from breaches.
  • User Consent: OTT platforms are adopting clear consent mechanisms, allowing users to control the types of data they share.
  • Regulatory Compliance: Advertisers must navigate increasingly stringent privacy laws to ensure their campaigns adhere to legal standards while still delivering personalized ads.

As privacy concerns continue to grow, advertisers must find ways to balance personalized targeting with consumer privacy rights, ensuring they maintain trust and comply with regulations.

The Future of OTT Advertising

The future of OTT advertising looks promising, with continuous innovations in technology creating new opportunities for advertisers. From AI-driven targeting to enhanced programmatic capabilities, the potential for highly effective, data-driven advertising is greater than ever. However, as the OTT space becomes more competitive, advertisers will need to adapt quickly to stay ahead of the curve and leverage the latest tools to connect with their audiences.

Key Takeaways

  • OTT Technology is revolutionizing the advertising landscape by offering advertisers more precise targeting, better campaign optimization, and improved ROI.
  • Programmatic Advertising enables real-time bidding and data-driven optimization, streamlining the ad-buying process.
  • Connected TV Advertising combines the reach of traditional TV with the precision of digital, allowing advertisers to deliver more relevant, engaging ads.
  • Interactive and Shoppable Ads offer more immersive experiences, driving higher engagement and conversion rates.
  • Advanced Analytics and Attribution Models enable advertisers to optimize campaigns with real-time insights and data-driven decisions.
  • Privacy and Data Protection are crucial considerations as advertisers navigate the growing complexities of user data management and regulatory compliance.

Conclusion

OTT tech continues to reshape the advertising landscape, offering new and innovative ways for advertisers to reach and engage with consumers. As the industry evolves, staying up-to-date with the latest advancements will be key to maximizing the impact of your advertising campaigns. By leveraging the power of OTT, connected TV, and programmatic advertising, businesses can drive more effective, targeted, and engaging campaigns, ensuring they remain competitive in an increasingly digital world.

Google Ads is fully rolled out to advertisers in the US and UK

Google have just announced that conversational experience in Google Ads is fully rolled out to advertisers in the US and UK and it will be rolling out globally to all English language advertisers over the next few weeks.

The conversational experience was first announced last year and helps businesses of all sizes build better Search campaigns through a chat-based experience. After months of testing, we’re excited to bring this to more advertisers around the world.

Some of the highlights are

  • This is the first of many Gemini integrations for Google Ads.

  • All advertisers need to do is enter their website and Google AI will generate relevant ad content, including creatives (images, headlines, descriptions) and keywords.

  • Advertisers retain full control over which assets are ultimately deployed as part of their campaign and they can iterate on the generated content via the chat function.

  • All images created with generative AI in Google Ads, including conversational experience, will include open standard metadata and be invisibly watermarked with SynthID.

For smaller businesses, the conversational experience is especially helpful at scaling creative and more easily building high-performing campaigns, while larger agencies may find it useful to quickly deploy and test campaign concepts before rolling them out more broadly.

Find out more on the blog post from Shashi Thakur, VP & GM in Google Ads here: Put Google AI to work with Search ads.

How Are TV Ads Leveraging Artificial Intelligence for Personalization

Advertising methods have adapted to changing market trends and technology over the years. Today’s consumers are well-informed, making generic ads less effective. Traditional TV and digital media ads are now exploring new ways to target users using Artificial Intelligence (AI) for personalization. In this article, we will look at how TV Ads leverage AI for personalization and effective targeting.

Programmatic Advertising: An Overview

Programmatic advertising is a cutting-edge solution to contemporary advertising challenges. This method is rapidly gaining popularity worldwide due to its cost-effectiveness and favorable outcomes. For example, if you’ve come across online gambling adverts on Australian television, it may well have been part of a programmatic targeting strategy. This innovative form of tailored advertising centers on delivering personalized ads across various media platforms. Through this approach, businesses can automate ad placements based on individual preferences, optimal time slots, and real-time bidding. Instead of creating predefined consumer segments for ad targeting, programmatic advertising relies on AI and ML algorithms to make placement decisions. Companies can harness user data to optimize future ad campaigns for enhanced results. Typically, advertising approaches require companies to strategize and input details into ad management platforms to run campaigns. With AI assuming control of advertisements, brands can relinquish the strategic aspects and let automation govern data-driven advertising.

Benefits of Programmatic Advertising 

Programmatic advertising is a cost-efficient approach to reaching potential customers. Below, we outline the key advantages to provide you with insight.

Budget Optimization 

The most significant benefit of programmatic advertising lies in budget optimization. Brands allocate substantial funds to achieve specific sales targets through ad campaigns. By employing programmatic ads, they can reduce ad spending on users less likely to convert. AI automation leverages real-time data to deliver ads to relevant audiences, increasing the likelihood of action post-viewing.

Reduced Effort 

Automation simplifies the process of configuring target sets within ad campaigns. It relies on data-driven insights to make prompt decisions, eliminating potential delays. When campaigns are managed by humans, tasks such as setting up ad sets, creating content, and allocating budgets can be time-consuming. Programmatic ads remove such obstacles, streamlining the advertising process.

Precise Targeting 

Brands often turn to market analysts and consumer insight teams to determine suitable target audiences for paid campaigns. These teams gather research and sales data about clients within a competitive industry to discern their purchasing behavior. While this approach can be effective, it does not guarantee conversions. Programmatic advertising employs AI and ML to identify potential buyers in a market and displays ads to specific targets, maximizing conversion opportunities.

Accurate Campaign Evaluation 

When brands run paid advertisements, they assess the outcomes of each campaign once results are gathered. Analyzing campaign effectiveness enables them to identify issues within each campaign, which proves invaluable when designing future campaigns for similar consumer markets. With programmatic advertising, brands can conduct more precise evaluations of campaign efficiency, scrutinizing multiple variables influencing ad success during specific periods. 

Risks and Challenges of Programmatic Advertising 

While programmatic advertising offers numerous benefits, it also presents risks and challenges. As AI and ML algorithms rely on user data for potential targeting, privacy concerns may arise among consumers. Not all customers appreciate having their online data collected without consent. 

In the past, Meta encountered such issues related to the personal data collection of Irish users without asking users for consent. Furthermore, ethical considerations pose a hurdle to fully endorsing programmatic advertising strategies. Algorithmic bias is a significant concern that can lead to various problems in the future. Modern society is staunchly opposed to discrimination, gender bias, and racism in any buying or selling channel. 

Programmatic ads may target specific communities differently based on their previous purchasing experiences. Advertisers must address the ethical aspects of programmatic ads to ensure their sustainability. In 2019, Facebook faced legal proceedings for permitting advertisers to target consumers based on race, religion, and gender. Subsequent investigations revealed that Facebook’s algorithmic bias led to differentiated targeting based on specific demographics and gender-related roles. The information provided sheds light on the evolving landscape of TV and digital advertising. 

Conclusion

Advertising has evolved significantly to meet the changing demands of informed and discerning consumers. Both traditional TV and digital media ads now leverage artificial intelligence (AI) to achieve personalization and targeting precision. Programmatic advertising, with its cost-effectiveness and proven efficacy, is at the forefront of this transformation. By automating ad placements based on individual preferences, real-time data, and AI algorithms, businesses can optimize ad campaigns. While programmatic advertising offers numerous benefits, it also raises privacy and ethical concerns, particularly regarding algorithmic bias. 

66% of people in Ireland find it creepy when their phone delivers ads based on their conversations

Two-thirds (66%) of consumers in Ireland find it creepy when their smartphone delivers ads based on their conversations, according to Deloitte’s 2022 Global Marketing Trends Consumer Survey. The survey also found that 58% are more willing to shop with brands that commit to addressing social inequities.

Deloitte’s 2022 Global Marketing Trends Consumer Survey is a survey of 11,500 consumers globally, seeking to understand emerging trends in purchasing decisions and attitudes towards data usage. 500 consumers in Ireland were surveyed.

Online is the preferred purchasing channel by consumers in Ireland across most categories, including travel (of those who made a travel-related purchase over a six-month period, 81% purchased online versus 10% who purchased in-store or in-person); clothing and footwear (67% online vs. 30% in-person); banking (63% vs. 23%); electronics (57% vs. 39%); furniture (55% vs. 42%); and motor (48% vs. 46%). In-store or in-person remains the preferred channel for purchasing household appliances (66% in-store vs. 31% online) and beauty and personal care products (62% vs. 37%).

Social media platforms are the most popular alternative purchase channel, with almost a quarter (24%) of respondents having made a purchase through a social media channel in the previous month – this rises to 39% among 18-25s and 32% among 26-45s. Social media platforms are followed by streaming services (20% of all respondents made a purchase via a streaming service in the previous month); video games (15%); voice assistants (6%); and virtual reality headsets (4%).

Commenting on the report, David Conway, Partner Lead for Deloitte Digital said: “Following the rapid digitisation that has occurred over the last two years, consumers in Ireland are increasingly using alternative channels to interact with and purchase from brands. Marketing executives should embrace hybrid purchasing solutions, going to where their customers are instead of waiting for customers to come to them.”

Purchase decision & social responsibility

When choosing a brand to shop with, 68% of consumers in Ireland are more willing to shop with brands that take actions to support their communities, followed by brands that strongly align with their personal values (65%); brands that commit to addressing climate change (61%); brands that commit to addressing social inequities (58%); and brands that take a public stance on social issues (53%).

When making a purchase, price and quality are the two most important considerations for consumers across all categories. However, other factors emerge among individual categories:

  • Banking products & services: For a quarter (25%), the most important purchasing consideration in this category is that the brand supports its community, followed by a safe purchase experience (most important consideration for 24%); that the brand commits to addressing social inequities (20%); and that it has high standards for protecting personal data (15%).
  • Motor: A quarter (25%) want to see that the brand commits to addressing social inequities, while a further quarter (25%) believe it is most important that motor brands have high standards for protecting personal data.
  • Travel: A quarter (25%) think it is most important that the brand supports its community.
  • Clothing and footwear: 14% think it is most important that the brand commits to addressing social inequities, while 13% prioritise the use of environmentally-sustainable materials and production methods.
  • Beauty and personal care: The most important consideration for 16% is the use of environmentally-sustainable materials and production methods – this rises to 36% among the 18-25 age group.

When it comes to advertising, younger consumers are more likely to notice diverse or inclusive advertising at time of purchase consideration, with recognition highest among the 18-25 age group in beauty and personal care (28%), travel (27%), furniture (21%), banking products and services (19%) and clothing and footwear (18%). Overall, travel is the category in which all respondents are most aware of diverse advertising (23%) and accessibly-designed products or services (30%).

Conway commented: “Although price and quality are undoubtedly the most important determining factors in purchase decision for consumers, when we look deeper, we see other important factors coming to the forefront that are nuanced to demographics and categories. Investing in understanding what their target demographics want and need – and taking action to respond to those wants and needs – will allow brands to become more competitive.

“Establishing KPIs to support this can help to ensure that brands continuously keep their purpose front and centre, and can also help to prevent brands from leaning into areas for which they are not ready.”

In terms of the purchasing experience itself, timely offers are the most highly-cited factor by consumers in Ireland in encouraging purchase decisions, followed by knowledgeable customer service. A no-hassle returns or cancellations policy is also highly cited as an encouraging factor in purchase decisions in the travel, clothing and footwear, household appliances and furniture categories.

“Timely offers are regularly fuelled by artificial intelligence, while knowledgeable customer service is – or should be – a human-centred endeavour supercharged by AI,” said Conway. “Bringing these together can unlock their full potential.”

Data usage

Respondents were presented with a variety of ways in which brands and organisations access and use consumer data and asked to indicate how helpful or creepy they find them. With regard to active listening – when their smartphone targets them with ads for a product or service following a conversation about said product or service – two-thirds (66%) find this creepy, while 16% find it helpful.

44% find it creepy when they are targeted with ads following an internet search, while 29% find it helpful. 13% find it creepy when they receive a notification of items going on sale from a brand that they regularly shop with; 67% find this helpful.

78% of respondents expect a brand to seek their express permission for all uses of their personal data. 68% are alarmed by the extent to which brands are tracking and using their personal data, while 47% say they have accepted that their data is used everywhere in a digital world.

Conway said: “Brands need to build a human-first data experience, prioritising strong customer relationships – you can’t lead with deeper tracking methods before the consumer trusts you. Empowering the consumer with choice, embedding feedback mechanisms along the way and always being transparent about why specific personal information is needed, will go a long way to fostering trust.”

New Data Shows Facebook & Google Ads Effectiveness Is Fueled By TV Advertising.

A consumer analytics company – passively measured consumer behaviour 24/7 including all their TV viewing (content and ads), online behaviour as well as offline store visits. The analysis on the impact of TV advertising on online platforms was conducted in sectors such as supermarkets, automotive, travel, insurance, financial services, lottery, gambling and online clothing, which represent a cross section of products associated with both impulse and considered purchases.

Overall, the data shows that consumers who clicked on an online ad or visited the advertisers’ website, watched on average 39% more TV ads by that advertiser in the previous week than users who did not click on an ad or visit the website. The study shows that TV’s effect on Facebook clicks was the highest and users who clicked on a FB ad saw 48% more TV adverts of that brand in the previous week than users who did not click on an ad. Users who visited the brands’ websites watched an average of 28% more adverts and users who clicked on a Google ad saw an average of 42% more TV ads. When embarking into the world of paid ads, it is important to source a reputable PPC management company to get the best results for your investment.

The best performing sectors were gambling and online clothes, where those who interacted online with brands – were exposed to 68% and 47% respectively – more TV adverts than those who hadn’t. Within these sectors, for brands such as Coral those who clicked on their adverts or visited their website were exposed to a massive 117% more Coral TV adverts than other gamblers. For Jacamo, in the online clothing sector, this figure was 85%.

The Facebook and Google duopoly now account for 60% of all digital advertising expenditure globally or USD $144.6 billion, but their success is clearly being propped by TV advertising who continues to be the most effective medium at brand building and driving online clicks

ViewersLogic’s single-source data shows unequivocally that TV drives online traffic but in recent years online advertising became the tool of choice for marketers because it offered better measurability than TV advertising. ViewersLogic technology can, for the first time, see the whole consumer journey both online and offline and measure accurately how our exposure to TV adverts results in consumers wanting to find out more about a product or a brand by following it through online up to the product purchase. Crucially, its technology can now also measure for the first time, how much brands really spend on generating clicks through online ads by factoring in the impact TV advertising had on generating each online interaction.

For Henry Daglish, the founder of boutique marketing agency Bountiful Cow this new data provides compelling evidence that marketing campaigns need to be more aligned across TV and online to drive sales effectively through advertising. Mr. Daglish said: ‘’Over recent years TV advertising expenditure has shrunk as brands have increasingly shifted their budgets online attracted by better measurability and segmentation but ViewersLogic’s data has now shown us that, if used correctly, TV drives the greatest improvement in online performance. This opened for us a new area of analytics and performance improvement that we are now sharing with our clients’’

Other studies have shown a clear correlation between a decrease in sales and a reduction in TV ad spend, not only TV advertising has an immediate impact on sales but it is also proved that it manages to significantly enhance the impact of digital advertising. Despite compelling evidence, recently released data by Media Audits shows that TV now account for less than a quarter of ad expenditure in the UK compared to online with over 50%, and this is predicted decline even further this year. With the cost of an advertising slot on TV becoming considerable cheaper, its proven effectiveness at brand building and driving online traffic is it time for smart brands to get back on TV?

DATA FINDINGS BY INDUSTRY SECTOR
Gambling •

Gambling was the best performing sector and those who interacted with the brands online saw an average of 68% more ads by the same brand in the previous week than other gamblers who did not visit the site (in this case we compared this just with other gamblers to neutralise other influence). • Coral performed particularly well – users who interacted with the brand online saw an average of 117% more of the brand’s TV ads in the previous week than other gamblers who did not interact with Coral. On the other hand, PaddyPower users saw only 30% more Paddy Power TV ads in the week before interacting with the brand, compared to other gamblers.

Online clothing  •

Of the sectors measured online clothing was the second best performing and those who went on to click on a Google or Facebook advert or onto a brand’s website had seen 47% more TV adverts by that brand in the week before the interaction than those who had not (in this case we compared this just with other online clothing shoppers to neutralise other demographic influence (e.g. if online clothes shoppers see more ads than the general population). • Jacamo was particularly successful compared to their competitors and people who interacted with the brand online either through an advert or by visiting their website saw on average 85% more Jacomo ads than other online shoppers.

Financial Services •

Out of all the sectors measured the financial services showed the lowest effect of TV on online behaviour and on average those who interacted with this sector online, saw 19% more ads in the previous week. • The data shows that Totally Money was by far the most successful financial brand in converting its TV audience into clicks and users who interacted with the brand online, saw 69% more Totally Money TV ads in the previous week. • Companies such as Experian, Money Supermarket and uSwitch had a poor cross-media performance and users who interacted with these brands saw only 2% more of their TV ads in the week before the interaction.

Lottery •

Online clickers on Facebook/Google ads and visitors to the lottery companies’ websites had watched 35% more TV adverts than those who did not, in the week before the interaction took place. • The Postcode Lottery adverts performed better than its competitors and people who clicked through online on Facebook/Google ads and visited the company’s website, saw 55% more Postcode Lottery TV ads.

Supermarkets •

Consumers that clicked through supermarket ads online saw 35% more TV ads in the previous week than users who did not click. • In this sector, Iceland had by far the most successful cross-media campaign, and overall, users who visited the brand’s site or app were exposed to 39% more Iceland TV ads in the previous week. Users who clicked on an Iceland ad on Google or Facebook were exposed to 64% more TV ads in the week before clicking. • Waitrose was the worst performer in this sector and users who clicked on its online ads were exposed to only 12% more Waitrose TV adverts in the week before clicking.

Automotive •

People who interacted with car brands online saw 24% more TV ads than users who did not interact with these brands. • People who clicked on a Ford or Vauxhall ad online saw 18% more TV ads in the week before clicking than other users. Nissan’s cross-media campaign was more effective and people who interacted with the brand online saw 45% more Nissan TV ads in the previous week. • For Vauxhall, users who clicked on a Google ad saw only 3% more TV adverts in the previous week, suggesting that their TV campaign wasn’t particularly successful in driving people to search for the brand.

Travel •

Because the travel industry has been severely affected over the last three months, ViewersLogic did the analysis until the end of February and saw that users who interacted with travel brands were exposed, on average, to 25% more TV ads in the week before, than those who did not interact with these brands. • Jet2 had the best performing TV campaign in this sector and those who interacted with the brand online had watched 45% more Jet2 TV ads. Their TV campaign has a specifically good effect on their FB advertising where people who clicked on a FB ad, were exposed to 77% more Jet2 TV adverts than other users. • Perhaps surprisingly, one the biggest travel brands internationally Booking.com, had a poor cross-media campaign and users who interacted with the brand saw only 7% more TV ads of this brand, compared to other users.

Insurance •

In this sector, those who interacted with insurance brands online had watched 26% more TV ads. • LV Insurance was especially successful in converting their TV audience into online activity and users who interacted with the brand online, saw 49% more LV TV ads in the week before. They did particularly well on Facebook where users who clicked on an LV FB ad were exposed to 115% more TV ads.

Most successful brands by online platform • Brands own website o Bet365 – +185%

• Facebook ads o Jacamo – 131%

• Google ads o Ladbrokes – +244%

• Overall Most successful cross-media campaign o Coral – +117%