Havas Media Australia has innovated a post-cookie world solution using its audience planning platform Converged, successfully trialling an end-to-end, identity-based programmatic activation for its client Baiada’s premium free-range poultry brand: Lilydale.
The Havas Media campaign for Lilydale broke new ground in executing an end-to-end identity-based-solution using iD5 universal identifiers within Converged but also improved both reach and engagement metrics compared to cookie-based alternatives.
Through Converged, Havas Media’s proprietary audience management platform that aims to keep audience and consumer behaviour at the heart of the media process, first-party data was collected with consent on Lilydale’s website, and an identity-based audience was created. Matching for the buy was performed in partnership with MediaMath, prioritising premium publishers including News Corp, Nine.com.au, The Guardian, Business Insider and Taste.
Across the campaign duration, Havas Media managed to drive positive results with identity-based bids delivered across premium inventory, eliciting a 16 per cent uplift in user engagement compared to a cookie-less alternative.
“It has been really exciting working with the Havas Media team to pioneer a new approach to digital activation. While we have implemented this test on a relatively small scale, we believe the learnings will have a profound impact on the way we approach digital moving forward. It helps build confidence within the team knowing that we are at the forefront and gearing up now for a cookie-less future,” Yash Gandhi (pictured), head of marketing at Baiada, said.
A significant innovation was activating audiences within browsers that had already blocked third-party cookies (Safari and Firefox). This enabled the reach of the campaign to be improved by 5.35%. Within the Safari browser, engagement rates improved a massive 19x compared to the traditional cookie-based prospecting strategy.
Kevin Fernandes, head of data solutions & adtech at Havas Media, added: “As an agency, we are committed to learning and testing how we can help our clients manage their data assets. With or without cookies, there is incredible value in a brand’s first-party data, and we ensure this knowledge share is happening all the time. We’ve now got some extra time with Google’s recent announcement, but what excites me is working with our brand partners who are keen to lean in and test what future solutions exist. Yash and his team used this to learn more about their audiences and data. They also used a progressive and single view of a consumer based on identity to target them across the open internet. I’m confident this will start further conversations across the other identity solutions and hopefully move towards an industry standard around targeting and measurement.”
These results validate Havas Media Group’s commitment to delivering meaningful media experiences that deliver exceptional results for clients in the evolving data landscape while respecting consumer privacy.
