Case: Dr. Martens

A test to reach a relevant audience through a new ad ID technology.

Case: Dr. Martens​

A test to reach a relevant audience through a new ad ID technology.

Third-party cookies are going away in exchange for a new privacy-focused digital ecosystem. This sets a new challenge for advertisers to reach their desired targeted audience and campaign objectives. How is it going to be in a cookieless world? We put it to the test with Dr. Martens’ new site.

Third-party cookies are going away in exchange for a new privacy-focused digital ecosystem. This sets a new challenge for advertisers to reach their desired targeted audience and campaign objectives. How is it going to be in a cookieless world? We put it to the test with Dr. Martens’ new site.

Our Mission

Our Mission

To generate high awareness and traffic to Dr. Martens new Spanish-version website in the U.S., reaching and connecting with the Spanish Dominant U.S. Hispanic community while showcasing Dr. Martens unique brand voice and products.

To generate high awareness and traffic to Dr. Martens new Spanish-version website in the U.S., reaching and connecting with the Spanish Dominant U.S. Hispanic community while showcasing Dr. Martens unique brand voice and products.

Solution

Solution

Leveraging Digo’s U.S. Hispanic Audience Network reach, our first party data, access to third party data and Google Audiences, we  built from Lotame’s Data Exchange, three potential audience sets for Dr. Martens’ consumers. Each of these audiences were constructed with different characteristics of needs and interests, so that each audience would receive ads tailored to their tastes. 

Bad Bunnies

13.1 MM

Nirvanas

19.2 MM

J.Lo's

17.9 MM

Leveraging Digo’s U.S. Hispanic Audience Network reach, our first party data, access to third party data and Google Audiences, we  built from Lotame’s Data Exchange, three potential audience sets for Dr. Martens’ consumers. Each of these audiences were constructed with different characteristics of needs and interests, so that each audience would receive ads tailored to their tastes. 

Afterwards, it was time to take action. With our audience strategy, we put its validity and performance to test using Lotame Panorama ID identity solutions that rely less on third-party cookies and more on direct data from our premium publishers inventory and partner’s platform.

We set up an A/B test using Google DV360: 

 – Third-party cookie setup (Server to Server) 

 – Cookieless setup (Key Value Pairs)

Like that, we run Dr. Martens ads across multiple devices focused on the personas we built. 

Afterwards, it was time to take action. With our audience strategy, we put its validity and performance to test using Lotame Panorama ID identity solutions that rely less on third-party cookies and more on direct data from our premium publishers inventory and partner’s platform.

We set up an A/B test using Google DV360: 

 – Third-party cookie setup (Server to Server) 

 – Cookieless setup (Key Value Pairs)

Like that, we run Dr. Martens ads across multiple devices focused on the personas we built. 

Results

Results

  • Higher number of impressions
  • Improved viewability up to 41%
  • Performance increase to 2x
  • Cost reduction of 19x in ad spend
  • Higher number of impressions

  • Improved viewability up to 41%

  • Performance increase to 2x

  • Cost reduction of 19x in ad spend

In Partership with:

In Partnership with: