#12DaysofStrategy: Effective Messaging Timelines in the Run Up to Christmas

Now that the Black Friday week is over ad copy messaging is more relevant than ever, with the run up to Christmas being a key trading period for most retailers.

Ensuring messaging runs across all digital channels, such as Display and Paid Social, as well as offline such as print and storefronts, is crucial. It delivers a consistent message to consumers and reinforces brand recognition, especially when tied with a strong Christmas tagline.

Updating messaging as we move closer to Christmas helps to capture consumers at different stages of the buying cycle, from those still browsing in early December to the last-minute shoppers purchasing a few days before the holidays.

Early December

To show ads are current and relevant to the consumers shopping needs, include seasonal words in ad copy, such as Christmas or Boxing Day.

Bing’s 2015 Christmas analysis showed that including endorsements such as ‘As Seen on TV’ and ‘Recommended’ can have a strong impact. In addition, consider including payment options such as ‘Buy Now Pay Later’ or ‘Free Credit,’ if these options are available for big ticket items.

Alter messaging according to the keyword group or theme. For more generic gift keywords the call-to-action should be more focused on browsing the range of products available, as consumers searching using these terms may not have decided what they would like to buy. Emotional based ad copy is effective here and should be tailored towards the recipient.

Example: ‘Find The Perfect Gift For Mum This Christmas.’

Manufacturer or product keywords require a stronger call to action such as ‘Buy Now’ or ‘Buy Today.’ Those consumers search for a specific product are more likely to have done their planning and now know what they would like to buy.

Bid multipliers now allow advertisers to split campaigns out by device. This makes it possible to tailor messaging for those exclusively searching on mobile. For consumers on the move use messaging to encourage store visits such as ‘Come Into Your Nearest Store Today.’ Additionally, including the price of products in headlines (if price-competitive) will allow consumers to make easy price comparisons and ultimately decisions.

The Week Before Christmas

In the final week before Christmas, use ad copy to highlight the urgency of making a purchase. This will capture those last-minute shoppers.

Messaging should include the last guaranteed delivery dates, and considering creating a countdown script to automate the process. After the last delivery dates have passed, alter the messaging to ‘Click & Collect’ if this option is available and the date is later than for last delivery.

Use device-specific campaigns to target mobile consumers with messages such as, ‘Still Available in Store,’ after delivery dates have closed. This will help to drive those final sales.

If you found these tips useful check out our first post What to do After Black Friday or check in on Monday for our third post in our ‘12 Days of Christmas Strategy’ blog series, “How to Maximise Audience Use.” We will be covering more topics over the series so stay tuned, and follow our progress on Twitter with #12DayofStrat!

Black Friday and Cyber Monday Generating £1.1 Billion in Online Sales: Where Did We See the Real Performance?

Another year of Black Friday and Cyber Monday sales have hit Britain’s shores.  Amid speculation about a cooling towards the popular American shopping holiday, due to rowdy behaviour and chaos in retails stores, statistics seem to tell a different story. While shopping centre parking lots seemed to be empty on November 27th, the Internet was the real hero of the day seeing massive sales through the channel. Total online sales on Black Friday hit £1.1 billion up 3.6% from last year according to Experian.

It doesn’t come as much of a surprise to us that Black Friday has become heavily focused on online consumer purchases within the UK. Firstly, many consumers don’t want to deal with crowded shops, lack of parking and even risking the product not being in stock especially when many of the same deals are available online, and secondly unlike its American counterpart the UK’s Black Friday holiday falls on a normal working day.

NMPi takes a look at how our brands performed online over the Cyber Weekend, and where we really saw the spikes in performance.

Cyber Weekend

As expected, Black Friday generated the highest revenue throughout November, generating 370% more revenue than the month’s daily average.black-friday-cyber-monday-stats-revenue-2015

In spite of the increase in revenue on Black Friday, conversion rate actually peaked on Cyber Monday approximately 55% higher than November’s daily average. This was due to many retailers running promotions ending on Monday, increasing the pressure for the consumer to convert. However, we did see significantly higher traffic volumes and CTR on Black Friday.


Overall, this made Cyber Monday the second highest revenue generating day in November with a 160% increase on the daily average. Followed closely behind by Sofa Sunday, the Sunday following Black Friday, which generated revenue 150% greater than the daily average in November.

Black Friday showed a significant year on year uplift – accounting for 12.5% of the total months revenue this year, compared to 9.5% last year. We can attribute this to greater awareness and more advertisers running Black Friday deals.

Mobile and Tablet

In November, mobile and tablet surged to account for 63% of online traffic and 50% of revenue over the Black Friday and Cyber Monday weekend.

cyber-weekend-2015-revenue by device stats

Mobile traffic on its own exceeded desktop traffic on Black Friday as well as every weekend throughout the month. This can be seen in the graph below:


So, what do these stats mean for retailers?

  • If you haven’t already, optimise your website for mobile use. This can’t be said enough as according to a poll by Retail Systems Research only 26% of retailers worldwide had piloted or implemented a mobile responsive website though 43% say that they have budgeted or planned on implementing one. It can no longer be ignored as consumers take to their mobile devices to research and shop.
  • Have a full digital strategy in place that can track and attribute conversions across device and channel.
  • Make sure to use retargeting within your paid search, display and paid social activity. This allows advertisers to take full advantage of those who didn’t convert over the entire holiday period. It also gives them the opportunity to up-sell accessories for items they have purchased.
  • There are still several big shopping days left to the holiday season such as Green Monday. Take advantages of your digital learning from the Cyber Weekend, and make sure your campaigns are optimised accordingly. Check that your campaigns have enough budget and don’t forget to make bid adjustments.

The Top 6 PPC Developments of 2015

2015 has seen some incredibly useful advancements to paid search, and as we approach the end of the year we are going to countdown our top six developments in PPC advertising over the past eleven months.

6.) Cross-Device Measurement
While Google’s Estimated Cross Device Conversions have been available for some time in the Adwords interface, cross-device measurement as a topic in itself has become more and more prominent in the past few months because mobile’s increased share of traffic is rapidly closing in on desktop. We’ve seen more third party bid management platforms rolling this out to encourage advertisers to closely monitor the impact that their mobile activity is having in the lead up to Christmas and to ensure that are taking into account the uplift from users who are purely researching on their mobiles, but completing purchases on their desktop. The latter has not been sufficiently taken into account by advertisers who are still viewing conversion in silos, and on a last-click basis by device.


5.) Yahoo Gemini
Yahoo Gemini have released their latest display proposition, native advertising. It runs across Yahoo’s news and home page. This covert advertising format allows advertisers to embed their marketing message within surrounding content.


This move has altered advertiser perceptions around Yahoo as Google has not yet capitalised on native advertising. In fact, Google hasn’t demonstrated an interest in native advertising making Yahoo ahead of the game. Unfortunately, the targeting capabilities currently aren’t very strong for this format of advertising, so direct response results are not expected to work well. However, it is a great way to expand reach and drive brand awareness. Keep an eye out for this format in 2016 as we expect it to grow in popularity and effectiveness as Yahoo increases its targeting capabilities and reach.


4.) BING Shopping

Google competitor, Bing, has introduced Bing Shopping Campaigns. It’s nearly identical to Google Shopping and works in much the same way, making it easy for advertisers to copy over Google campaigns to Bing.


This move could affect the number of people advertising using Bing, and it is likely to increase competition on the platform, if we see more advertisers rolling this out based on the strong performance currently on Google Shopping.


3.) Upgraded URLs
In July, Google rolled out Upgraded URLs, in order to create better usability of URL management. Previously, an advertiser’s destination URL would be made up of the landing page and the tracking appended to this. Therefore, any changes that needed to be made to tracking affected the whole URL. Post upgraded URLs, tracking information is now entered separately within Adwords and the landing page is now referred to as the final URL (the actual URL where your click traffic is taken to).

After the announcement of Google Upgraded URLs, Bing came out with their own solution announcing import updates to support Google. The new updates were an attempt to create a more “seamless and efficient” user experience for advertisers who import their campaigns from Google AdWords.

Upgraded URLs don’t have much of an impact on agencies using third party tracking/bid management platforms that automatically append tracking parameters, but can be extremely useful for those who don’t.


2.) Remarketing Lists for Paid Search
Continuing on the subject of audiences, Google also introduced Google Analytics Remarketing Lists for paid search. The lists can be used to determine user purchase behaviour, as well as previous browsing behaviour on site. Prior to this, remarketing lists were only available for display advertising on the Google Display Network. This advancement adds more depth to paid search remarketing initiatives by not limiting audience lists based purely on pages visited on a website. It enables audience building based on actions such as browsing behaviour, i.e., a customer who visited more than “X” number of pages on a site. We are now able to target these visitors with customised language relevant to their previous activity and position along the path to purchase.


1.) Customer Match
Adwords launched Customer Match this year, Google’s answer to custom audiences based on email targeting. Customer Match enables brands to layer email address targeting onto their campaigns. Agencies can now use client CRM databases (of more than 1,000 emails) to build bespoke lists, with information previously unavailable from standard remarketing lists, such as, what the customer bought, if they are a repeat customer, or if they are more likely to purchase during sale periods.

Google launched Customer Match - How it Works

In addition, Customer Match has a ‘similar audience’ functionality, which allows advertisers to reach potential prospects with similar profiles to their existing customer base in order to expand reach. Customer Match represents a fundamental change in the way Adwords allows us to reach the right audience.


These advancements in paid search are nothing to what we can expect to see in the upcoming year as  the industry continues to pursue  solutions to advertising and consumer challenges. 

paid search guide whitepaper free download


Bing Image Extensions Now Out of Beta

Example of Bing image extensionsBing’s image extensions are no longer in Beta and are available on its advertising platform for paid search across all markets. In 2013 Google attempted image extensions and decided to drop it at the Beta stage. Now Bing has picked up where Google left off to give its users the ability to show up to six images alongside their Paid Search ads, including other extensions.

Bing has made the process of adding image extensions easy by listing a step-by-step guide on their ad page:

  • Click Campaigns at the top of the page and click the Ad Extension tab. If not already selected, click Image Extensions.
  • Click Create ad extension and select the campaign you want to add the image extension to.
  • Click Create new image extension.
  • Enter the Name/Display Text, Description (optional), and Destination URL (optional) of the Image Extension.
  • To Select your images, you can Select an existing image or your brand logo or Upload new images. Click on the image(s) you want to appear in both Bing and MSN, and review the images in Selected images. You can also click on See how your images will look in an ad to get an idea of how your image may appear.
  • Click Save.

Edging Out the Competition
Image extensions set your ads apart from the competition by visually promoting your products and services. This helps increase brand awareness and customer engagement. They can also improve click through rates and make a great addition to a traditional text campaign. As an added bonus they allow merchants who don’t use shopping campaigns to use visual ads as Bing image extensions don’t require you to have a product feed.

Even if you do use shopping campaigns, we still recommend using these in addition to your regular campaigns for added visibility. For instance, if you don’t appear at the top page of your shopping campaigns, you run the risk of losing out on consumer engagement. Furthermore, by adding image extensions you have a greater chance of increasing your click through rate while displayed beside shopping campaigns.

Image extensions are a major benefit for industries that do not look to sell a specific retail product and wouldn’t benefit from shopping ads. For instance, if a user types in ‘trips to New York’, images can really help grab their attention. Industries such as travel, finance and services lacking tangible products, have the opportunity to display attention grabbing images similarly to shopping ads.

Definitely consider putting some test budget into image extensions. From our previous experience with Google’s image extensions in most cases CTR greatly increases however, make sure you keep an eye on your CPC value.


What’s New in Paid Search

As 2015 draws to a close, it’s time to celebrate our achievements, but also reflect on the next stage of the paid search landscape in 2016. We have identified the top trends for agencies and brands to watch for in the coming year. There were considerable developments to the paid search arena; here are some key take aways:

What’s Working: Brands

It looks like the two biggest movers in paid search for 2016 will be conversion rate optimisation and social advertising, while text ads, mobile, and remarketing remain tried and true channels for paid search. Brands have been extremely pleased with their 2015 PPC results and have earmarked substantially more spend towards paid search campaigns for 2016. The largest gains in this area appear to be, unsurprisingly, in mobile with a 75% industry-wide increase in mobile advertising predicted for the next year. Automation software also ranked highly with brands as it cut down on wastage and returned profitable results.

Customer Match
With mobile engagement on the rise, taking home 25% of all shopping transactions, Google has come out with 2 new products that tap into this unique venue: Customer Match, and Universal App Campaigns. Customer Match has been likened to Facebook Audiences and gives brands the ability to upload email addresses to Google. Customer Match is available across YouTube, TruView, Gmail, and the Google Display Network. This is a powerful new tool that allows brands to recapture former customers, cross-sell, personalise PPC ads, follow customers across devices, and create look-alikes.

Coming to an App Store Near You
Google has created a new campaign for marketers, dubbed ‘Universal App Campaigns’ because the ads reach across Google’s platforms. This ties in neatly with Google putting out search ads in the Google Play Store this past February to help developers stand out in the crowd.

Google Shopping Update: Don’t Miss Out
Google has enhanced its PLAs and shopping campaigns to showcase items merchants are missing in their feeds. Shopping assortment reports allow marketers to uncover products they may not be offering, but that are popular with shoppers. This provides an opportunity to add coveted products to their feed and capture new business.

Location, Location, Location
A recent update to ad customisers enables brands and agencies to tailor ads based on a person’s location. Mobile users now have important purchasing information at their fingertips: store inventory, store hours, shipping information and location, all at the regional level. Location targeting will continue to be big going into 2016, especially since searches by mobile users can convert into sales quickly, in some instances, immediately or within the hour.

Making It Personal
The push for personalisation remains strong as we move into 2016. Personalising the user experience has never been easier with multiple avenues readily available for relevant targeting: behaviour, location and preference. Connecting meaningfully with new and past customers has been a key objective for agencies and brands and will continue to do so in the coming months.


How to Test the Value of Brand Keywords in Adwords

A recent study by Bing analysed click results for Retail and Travel brands comparing those brands that bid on brand keywords and those that do not. The study found that there is a 31% increase in clicks when bidding on brand keywords. Furthermore, without having a brand ads competitor ads receive 34% of clicks.


However, for some companies bidding on brand keywords may not be an efficient or effective use of their budget, so how can they test if bidding on brand keywords is right for them? At Net Media Planet (NMP), we have developed a process to help determine the true value of bidding on brand keywords. This simple process can be done by any advertiser, and can ultimately help them to be more profitable.


The Process:


The first step in testing the value of brand keywords is to create a new campaign in AdWords that bids on exact match brand keywords. The campaign will alternate between running and pausing the keywords every other day. For instance, Monday keywords will be enabled, Tuesday they will be paused, Wednesday enabled, and so on for around four weeks to get an accurate analysis from the data. Alternating day’s removes possible skews in the data caused by day of the week or time of the month trends.


There are two ways to manage the pausing of the campaign: manually or automated. Manually takes a significant amount of effort compared with automated processes, and there is a higher room for error especially on weekends if the campaign is no being monitored. We highly recommend automating the process in either AdWords or DoubleClick, depending on where the campaign is managed.


To set up campaign automation in AdWords select the exact match brand keywords and click on the “Automate” drop down then select “Pause keywords when…” Under Frequency choose “One time” the date and the time a seen below:


Pausing Campaign Keywords in Adwords


Similarly to reactivate/enable the keywords go to “Automate” dropdown and select “enable keywords when…” and select the next day, as seen below:


Enable Paused Keywords in Adwords Automatically


These automation rules will need to be created for each day of the month, so repeat this process until the entire month is automated.




In order to track results, the website will need an analytics platform such as Google Analytics which allows ecommerce tracking specifically the revenue performance of organic and paid search channels.


For instructions on how to implement Ecommerce Tracking visit Google Analytics Support Page.


Determining value:


In order to determine the true value of brand keywords, you will need to look at the combined organic revenue and paid search revenue for each day of the campaign.


1. Each day add together the organic and paid revenue values.


Date Brand Term Bidding? Organic Revenue PPC Revenue Total
1/7/15 Yes £45 £100 £145
2/7/15 No £40 £80 £120
3/7/15 Yes £70 £110 £180
4/7/15 No £50 £95 £145


2. Then at the end of the campaign add together all the results for days where brand keywords were enabled and days when the campaign was paused.


Brand Term Bidding? Organic Revenue PPC Revenue Total
Yes £115 £210 £325
No £90 £175 £265


3. Quite quickly you will be able to determine the effectiveness of the campaign, but remember to subtract the cost of ad spend for the days you were running the campaign. That way you can determine if the extra cost was worth the increase in performance.


Brand Term Bidding? Organic Revenue PPC Revenue Ad Spend Cost Total
Yes £115 £210 £20 £305
No £90 £175 £10 £255


This process can also be used to evaluate website sessions if it is an important KPI metric for the campaign. Instead of looking at paid and organic revenue you will add paid and organic sessions together. This may be relevant for businesses that do not have an ecommerce platform on their website.


Who Should Always be Bidding on Brand:


For brands who sell their products through resellers, this can increase competition on brand keywords. We recommend always bidding on brand keywords in this circumstance to decrease the amount of lost business. As mentioned earlier in this article competitor ads will accrue 34% of clicks if you are not bidding on brand keywords.


How Effective Are Brand Keywords?

Source: Bing ads internal data, Dec. 2014


In some situations it can be incredibly difficult to match the budgets of some of the bigger resellers. If this is the case using RSLA’s will allow advertisers to use their budget more effectively by only bidding on consumers who have shown an interest in their products.


Protect Your Brand from Big Budget Resellers with RLSA

Bidding on brand name keywords is usually the easiest, most inexpensive way to see conversions from Paid Search activity. However, some brands are forced to bid against big resellers with even bigger advertising budgets. For these brands consistently appearing in first position may not be within the scope of their budgets. Unfortunately, this means resellers such as, John Lewis, are in a position to capture those easier to convert, inexpensive sales.

For brands struggling to compete against large resellers, Remarketing Lists for Search Ads (RLSA’s) may hold a solution. RLSA’s give brands the ability to use their ad spend more intelligently by bidding on consumers who are more likely to convert. This helps brands appear in first position when it matters most. Ultimately, allowing them to steal back some of those sales without expanding their budget.

How do RLSA’s Work?

RLSA’s work in the same way as remarketing lists for online Display campaigns. By placing a tag on their website brands can segment visitors according to specific variables such as, pages visited or products viewed. A brand can then set bid multipliers and deliver tailored ad copy according to their on-site behaviour.

Most commonly RLSA’s are used for generic campaigns, which when compared with brand campaigns are generally more expensive with a lower CTR. However, with the use of RLSA’s brands see a higher conversion rate as consumers who have previously been on a website are more likely to purchase on returning. Though this feature can be extremely profitable for generic campaigns it is not often applied to competitive brand keywords, but for brands competing with resellers this can be a beneficial tactical strategy.

Brand Defence with RLSA’s

The team at Net Media Planet (NMP) explored this strategy for a fashion retail client who was having difficulty competing against larger resellers. The overall goal of the performance campaign was to increase sales, but due to poor conversion rates appearing consistently in first position would cause ROI to suffer. However, it cannot be overlooked that maintaining website traffic against resellers was also an important objective.

The first step in creating an effective RLSA strategy was to segment website visitors into relevant audiences. In this instance, visitors were segmented according to which products they viewed. Furthermore, visitors who had converted within the past week were excluded in order to avoid serving ads to individuals who were less likely to purchase.

After collecting and segmenting audience information the campaign was set live. Ads were targeted specifically to their on-site behaviour with tailored messaging to make it more personal. Since people returning to a website have a higher propensity to purchase bid prices were set at twice the initial bid.

Retargeting campaigns are expected to see a higher CTR and conversion rate as the consumer has previously shown an interest in the products however; the results NMP saw were staggering. The campaign saw increases in CTR by 102%, and incredibly a 280% increase in conversion rate.

It is accurate to assume that some of the increase in CTR can be attributed to the improvement in average position, where originally the ads had an average position of 1.7 they now sat in first position. However, the true value of RLSA’s can been seen when comparing cost-per-click (CPC) over the campaign period.

Looking at the graph above, bid prices were originally over twice as high for the RLSA campaign, thus making the CPC’s almost 120% greater than the non-RLSA campaign. However, as the campaign progressed the CTR continued to improve due to the highly targeted ad segmentation and messaging. This caused the quality score to increase, and average CPC’s to decrease below those of the non-RLSA campaign. This all occurred while still maintaining an average first position.

Though the RLSA campaign’s bid was significantly higher, and initial CPC costs were over twice as high, the improvement in CTR and quality score meant that overtime the campaign was actually cheaper and more effective to run.

Be aware that non-RLSA campaigns may suffer due to lower CTR ultimately, causing the campaign to lose quality score. However, this is offset by the additional clicks from the RLSA campaign which have proven more likely to convert.

A recent Bing study found that bidding on brand keywords increases clicks to a website by an average of 31%, and when not running brand ads 34% of missed clicks went to competitor ads versus 4% with brand ads. This data supports the importance of bidding on brand keywords, and protecting against competition. By applying RLSA’s brand campaigns receive more relevant clicks increasing conversions without expanding the budget.

Google Tests Black Friday PPC Ad in the U.S.

Black Friday and Cyber Monday have come and gone in such a whirlwind many of us are still recouping from the shopping fury. But did any of you notice Google’s been testing a special Black Friday AdWords ad format in the US?
The ad below is an example of this new Black Friday Paid Search ad. The ad allows you to add specific Black Friday and Cyber Monday attributes to your ad text. These attributes are displayed as an extra line on the ads.

Google Black Friday PPC Addition


*Text in image has been made bold to emphasise change to ad.

The theory is that by calling attention to specific Black Friday or Cyber Monday special offers the CTR will increase. With a greater CTR we would hope to see an increase in the conversion rate as well.
Right now we have more questions than answers about this new product. Only time will tell how affective this extra line of text was.

How Papa John’s Takes a Slice Out of Advertising


At Performance Marketing Insights’ Sri Sharma, CEO of Net Media Planet, sat down with Papa John’s Senior Director of Marketing, Andrew Gallagher, for a Fireside Chat to delve into some of the challenges facing the marketing industry today. The conversation was a candid look into how Papa John’s is gaining market share against pizza giants such as Dominos and Pizza Hut through a clever marketing strategy.



Gallagher talked about the intricacies of the pizza sector and its competition. For starters, the pizza industry is worth £2 billion a year, and half of that business is done by independent pizza shops. The three main players are Dominos, Pizza Hut and Papa John’s, with Dominos dominating the sector. What’s interesting about these three companies is that they are all franchises, and for Papa John’s that means that their marketing budget is supplied to them by their franchised stores. That fact paired with the industry being notoriously driven by impulse and discounts has greatly determined how and where Papa John’s spend their marketing budget.


For Papa John’s, whose yearly marketing budget is limited compared to their competition, their overall marketing strategy is what Gallagher calls “smart spending.” With fewer store fronts than both Dominos and Pizza Hut their leaflets act as their shop window encouraging those impulse purchases. To maximise the effect of their leaflets, distribution was targeted to postcodes who were most likely to purchase. Their radio and television ads are aired on specific times of the day and days of the week, while PPC campaigns are run in a similar manner. All of these strategies are used to have the maximum effect on the most relevant audience, in other words “smart spending.”


All of these targeting strategies come back to “knowing your audience.” Gallagher expresses this as one of the most fundamental marketing requirements for increasing market share. He asserts that marketers must first define their audience and then communicate with them in a relevant way through the channels that they use. Gallagher suggests using “less of the spray and pray approach” and more focused relevant targeting.


Papa John’s ran a PPC campaign with Net Media Planet that emphasised the quality of the product, differing from the everyday discount and offers messaging that would normally run. This campaign focused on the product characteristics that would entice users to purchase, with messages of how cheesy and tasty the pizzas are. It was extremely successful because it focused on exciting the impulses of the consumer and what makes them desire pizza.


Sharma says, “For me it’s all about thinking outside the box, being dynamic in how you are doing things, using data to give a personal experience to your customer and building a great product.”



Sharma went on to discuss a great example of using data effectively. With the insights collected from Papa John’s PPC campaign, Papa John’s was able to determine the best locations for new stores. The data revealed locations with high volumes of Papa John’s search queries and when compared to current store locations could determine possible future locations with a higher return on investment.


Gallagher wrapped up his time on the PMI stage by reiterating how important knowing your customer is and that you need to be dynamic in the ever changing advertising environment. In closing, Sharma complimented his statement, adding that marketers need to learn how to use their data effectively to make better decisions in their marketing strategies.


If you would like to see more images from the event visit our flickr page.

Net Media Planet Wins The Best Agency-led Performance Marketing Campaign Award

We are delighted to be the winner of the Best Agency-led Performance Marketing Campaign award at the Performance Marketing Awards 2014.

We are proud to have been recognised as leaders amongst the 8 nominated agencies by the performance marketing industry’s best minds for our innovative Paid Search and TV integration campaign with national retailer, Superdrug.


The winning campaign, entitled The Power of Now: TV-Online, utilised a bespoke tool in our proprietary technology platform to enable real-time campaign adjustments in response to signals of on-site engagement at times when TV advertising would influence website visitor behaviour.


The Performance Marketing Awards (PMAs), organised by PerformanceIn, recognise and promote excellence in the online performance marketing industry. To win the award, the campaign had to successfully pass through a comprehensive judging process and achieve very high marks in each of the judging criteria; this is an achievement that only a fraction of campaigns earn each year.


Well done team, a fantastic effort!


Finally, congratulations to all winners on the night.