[Case Study] Real-Time Visability of Snow Heights for Transavia

When a consumer looks to book a ski holiday, they think about clear blue skies and white slopes. However, over the past few years, we have learned that there is no guaranteed there will be snow in Europe, and consumers have begun to want confirmation of snow conditions before booking a flight.

For one of our Netherland’s  clients ski holidays are an incredibly important part of their business. Transavia asked NMPi Netherlands to help them take advantage of the unpredictability of snowfall in top ski destinations where they fly.

Goal

Traditional programmatic display campaigns are distributed regardless of weather conditions. What we looked to do if find an innovative way to entice the consumer with competitive pricing and the guarantee of snowfall.

Our goal was to use technological advancements that allowed us to include snow heights at popular ski areas across Europe in our display ads, all in real time. With the help of weather specialist, Meteovista, we created a solution for Transavia that delivers real value to their travel customers.

Strategy

When fresh snow falls, Meteovista tracks the height in real time. The weather data is sent to Meteovista in the Netherlands, which is then shared with us, and entered into our database. This triggers the campaign across every platform (Display, Premium Display, Facebook and Digital-out-of-Home). Creatives are adjusted to show current snow height and indicate fresh snowfall.

Results

In the end, everything comes together. Ads are distributed at the right time across all channels with consistent and accurate messaging. This campaign has seen tremendous success improving customer loyalty and increasing ROI by 72%.

Intermediate results:

  • ROI +72%
  • Clicks +39%
  • Soft conversion CPA +64%
  • Hard conversion CPA +77%

#5MinuteDigital: 5 Minutes, 5 Questions, All Digital with Paul Risebury-Crisp

Current Occupation?
Account Director

Favourite thing about digital marketing?
Clarity and accountability. When you do something that works, it’s easy to attribute success – and if you do something that doesn’t work, you can find out why quickly!

Favourite aspect of your job?
I love the variety of working with clients across different industries – different seasonal trends, different user-bases, different risks, issues, and opportunities. It keeps things exciting; means there’s always something new to be involved with and it makes you a bit of a Jack-of-all-sectors.

Why did you choose NMPi?
I bought in to the management team members that I met – I thought they were A) smart and B) nice. That’s what I like in a manager/director.

What projects are you working on now?
I’m working on taking two clients to new ways of working with the agency, and bringing two teams closer together to manage channels more holistically. I’m also helping clients push conversion volume and efficiency across the board, while continuing to put time in to developing my team to get them ready for the next stages of their careers.

Ignorance is Not Bliss: Steps to Protect Your Brand from Bad Advertising

There has been a recent spate of articles calling out brands whose ads have appeared on political websites, sometimes event inadvertently funding terror or hate groups.

This should never happen. So how has it been happening?

Brands are paying a lot of money to have agencies place ads for them and since this issue keeps cropping up, something is clearly broken. Accusations have been levelled at YouTube, unscrupulous advertisers, and shady programmatic advertising practices. So who is really at fault and what should agencies be doing about it?

Why This Happened

This issue became newsworthy as the line between brands and politics became blurred during the recent US election. The ripple effect has become a tidal wave, and brands are being affected globally as consumers are taking cues from the US and aligning their shopping habits with their personal and political beliefs. A pair of jeans isn’t just a pair of jeans anymore, who made them? Who owns the company? Where is the company’s money going in the political arena? All this matters to consumers now.

Public opinion in a heated political climate can make or break a brand. Advertisers have been quick to react to their customer’s political leanings by donating money to certain causes and groups, boycotting merchandise, or taking a stance on government policy.

Who is Responsible

Many brands have been caught off guard when their image has been tarnished by appearing on sites that don’t align with their political or brand beliefs. Sleeping Giants, a Twitter account that names, shames, and encourages consumers to call out brands for appearing on hate sites, has witnessed an unprecedented following. Consumers have been quick to condemn and boycott brands that are found wanting in their political leanings. The claims of ‘we had no idea’ ring hollow when ads appear on Neo-nazi websites or under ISIS videos. Brand managers, advertisers, and agencies are expected to do their due diligence before the company’s logo appears on a terrorist or hate group website. There has been plenty of hand-wringing and finger-pointing, but the truth of the matter is, from a programmatic viewpoint, it’s preventable.

Prevention

The underlying issue is that RTB programmatic buys an audience, and it’s easier to reach people where they appear online rather than targeting specific sites. There is also the problem of fraudsters pretending to be legitimate sites and bypassing Google’s controls, but in the majority of cases, it’s simply down to inventory that has yet to be classified, or a site not declaring their URL. Where advertisers can run afoul of their clientele is that by not bidding you could lose up to 30-45% of your inventory options. Unknown inventory isn’t always the proverbial ‘bad guy’, it’s just uncategorised. Google isn’t able to keep up and categorise every single site by the time bidding occurs, and not all sites have adequate content to be classified.

Even given the speed at which programmatic buying and selling takes place, there are steps that can be taken to make sure your (and your clients) are protected from landing on dubious websites. Tools exist that provide pre-bid ad-verification, which intercepts the auction, and, based on data passed during the ad call such as, the publisher’s ID, the site ID, or publisher’s site URL, will prevent the buyer from bidding all in a matter of milliseconds. This also taps into third party ad-verification providers who have databases of unsafe sites that are constantly updated, doing the heavy lifting for you so that you don’t have to manage the process manually.

DoubleClick also contains preventative measures to protect clients from ending up on nefarious sites. DoubleClick categorises websites when they receive ads and can quickly scan the site for words or URLs that are problematic. It also will exclude categories of websites when problems are found.

If All Else Fails…

Post-bid, if your ad slips through the cracks and lands on an unwanted site, ad-verification partners can help by preventing your ad from showing. This means that while your ad still lands on the page, it will serve a white box that protects the brand’s ad from being seen by users if it detects unsafe content. While this is far from perfect, since the client is still paying to end up on this site, the good news is that their brand is protected from being inadvertently associated with something that in this climate could, quickly and negatively, impact their reputation. Finally, advertisers and agencies can be more proactive by creating exclusion lists which they are consistently reviewing and updating.

New Year, New Client, New Office: NMPi Launches Second International Office in Switzerland

We’re excited to announce the addition of our newest office in Zurich, Switzerland. We’ve opened two offices in only four months; launching in October 2016 in the Netherlands. We’ve set our sights on continued global expansion, and this year we’ll keep that pace going with plans in the works to grow the business in Asia, the US, and Australia.

Along with the launch, NMPi has announced a new client win: Swiss-based premium denim brand, 7 For All Mankind.

“We made a promise that 2017 would be a big year for NMPi, and we’ve made a strong start,” stated NMPi’s Managing Director, Luke Judge. “Switzerland is the next step for us as we continue to grow our business internationally, and we’re excited to be taking this step with a fantastic new client.”

The expansion into Switzerland also takes advantage of our international partnership with DQ&A, technology consultant and DoubleClick reseller.

“Continued international growth is incredibly exciting for our clients,” remarked NMPi’s Director of Business Strategy, Damien Bennett. “It allows them to work with us consistently across different markets, giving them access to a wider knowledge base, and local market expertise, ensuring that we can deliver on their wider international objectives.”

The launch of NMPi Switzerland boasts an experienced team of account managers, strategists, and analysts, who work with international and local clients including, HP, Swisscard, Avia, and Österreich Werbung. Their services will include NMPi’s full suite of digital solutions; Analytics, Paid Search, Paid Social, and Programmatic Display.

“Being part of the NMPi brand is extremely exciting for us,” stated Leonardo Kopp, Managing Director, Switzerland. “It is a perfect match for us; by combining our strengths and using NMPi’s proven processes, we can increase our local proposition and continue to drive better results for our clients.”

Herzlich Willkommen!