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Case: Dr. Martens

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

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Case: Dr. Martens​

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

Get in Touch

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.

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Our Mision

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.

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Solution

Leveraging Digo’s U.S. Hispanic Audience Network reach, our first 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.

:

Our Mision

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

Leveraging Digo’s U.S. Hispanic Audience Network reach, our first 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

Afterwards, it was time to take action.

Afterwards, it was time to take action.

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)

 

Dr. Martens ads ran 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)

Dr. Martens ads ran across multiple devices focused on the personas we built.

:

Results

Data-rich segments using identity outperformed third-party cookies in every KPI measured.

This right blend of data and tech, allowed us to achieve scalable addressability and proven opportunities to reach Dr. Martens’ intended audiences over non-cookie-friendly environments.

Viewability

The premium content of Digo’s owned and operated sites resulted in strong viewability (+60%) in all scenarios. A deeper dive revealed that the cookieless segments delivered 107% more viewable impressions than the third-party cookie ones.

Click-Through Rate (CTR)

Engagement with segments delivered via Panorama ID soared 9.43X above the third-party cookie scenario. The Bad Bunnies and J.Lo’s in particular had much higher CTR, good news for the brand’s outreach to new consumers.

Effective Cost Per Click (eCPC)

The positive CTR results also impacted the efficiency of the cost per click. In these scenarios, all the testing shows CPCs lower than $1. Performance was further driven by alignment of the creative and messaging. But the Panorama ID driven campaigns delivered 1/10th of the cost of the server-to-server campaigns.

:

Results

Data-rich segments using identity outperformed third-party cookies in every KPI measured.

This right blend of data and tech, allowed us to achieve scalable addressability and proven opportunities to reach Dr. Martens’ intended audiences over non-cookie-friendly environments.

Viewability

The premium content of Digo’s owned and operated sites resulted in strong viewability (+60%) in all scenarios. A deeper dive revealed that the cookieless segments delivered 107% more viewable impressions than the third-party cookie ones.

Click-Through Rate (CTR)

Engagement with segments delivered via Panorama ID soared 9.43X above the third-party cookie scenario. The Bad Bunnies and J.Lo’s in particular had much higher CTR, good news for the brand’s outreach to new consumers.

Effective Cost Per Click (eCPC)

The positive CTR results also impacted the efficiency of the cost per click. In these scenarios, all the testing shows CPCs lower than $1. Performance was further driven by alignment of the creative and messaging. But the Panorama ID driven campaigns delivered 1/10th of the cost of the server-to-server campaigns.

Performance by browser

Chrome showed higher CTRs and lower CPCs than Safari and other web browsers. Identifying this helped Digo and Dr. Martens understand how the two most used web browsers will affect future decision making on when and how to use Safari as a separate targeting option vs Chrome and help them prioritize based on KPI and budget availability for maximum performance.

Performance by browser

Chrome showed higher CTRs and lower CPCs than Safari and other web browsers. Identifying this helped Digo and Dr. Martens understand how the two most used web browsers will affect future decision making on when and how to use Safari as a separate targeting option vs Chrome and help them prioritize based on KPI and budget availability for maximum performance.

Click Through Rate by Browser

Effective Cost per Click (eCPC)

Click Through
Rate by Browser

Effective
Cost per Click (eCPC)

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Key Takeaways

  • Scalable addressability is achievable with the right blend of data and tech.
  • Opportunity to reach your intended audience over non-cookie-friendly environments.
  • Performance is improved if data fuels specific segmentation and personalized messaging.
  • Agencies will win by working more closely with publishers with identity solutions.

:

Key Takeaways

  • Scalable addressability is achievable with the right blend of data and tech.
  • Opportunity to reach your intended audience over non-cookie-friendly environments.
  • Performance is improved if data fuels specific segmentation and personalized messaging.
  • Agencies will win by working more closely with publishers with identity solutions.

“Digo goes above and beyond for its brands, and the outstanding results we achieved for Dr. Martens is one of many examples. Throughout our long partnership, Digo has embraced a test-and-learn approach and it has paid off for them and their clients. With this cookieless test, they can demonstrate how they’re thinking about and taking action to prepare top-tier brands for future growth.”

Sebastian Yoffe, Managing Director, Latin America & US Hispanics, Lotame

“Digo goes above and beyond for its brands, and the outstanding results we achieved for Dr. Martens is one of many examples. Throughout our long partnership, Digo has embraced a test-and-learn approach and it has paid off for them and their clients. With this cookieless test, they can demonstrate how they’re thinking about and taking action to prepare top-tier brands for future growth.”

Sebastian Yoffe, Managing Director, Latin America & US Hispanics, Lotame

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