Case Study
DoubleClick Neo@Ogilvy
Neo@Ogilvy consistently delivers better
performance at lower cost to clients
with DoubleClick Digital Marketing
As a fully integrated digital agency, Neo@Ogilvy’s Spanish office was
established six years ago with a mission to become best in its class
by delivering maximum profit to clients. Today it serves a range
of sectors, including travel, retail, fashion, finance and B2B.
Today’s key challenges
According to Javier Oliete, Managing Director Neo@Oglivy Spain,
agencies and advertisers today face a number of key obstacles: how
to harness and manage increasing volumes of data, how to measure
user behaviour across a growing number of channels and devices,
and how to gather and apply useful insights from these multiple
data sources.
The agency’s Digital Performance Director, Juan Antonio Martínez,
explains, “People are changing from one device to another, so it’s really
a challenge to follow and track the user journey all the way to the sale.
We also need to manage and get the most out of the large amounts
of data we are receiving every day, so being able to get insights from
that is another key challenge. Then related to these two points
is integration of different devices, different channels, the clients’ data,
our media data and industry data – because technology integration
gives us this edge of intelligence when we are building great campaigns
for our clients.”
A single-stack solution for success
Neo@Oglivy has been a user of DoubleClick tools since the Spanish
office opened, and is enthusiastic about the expanding features list
and recent improvements to the DoubleClick Digital Marketing (DDM)
platform. “The evolution that we’ve seen over the past two years
is really amazing in helping us with all these challenges in integration,
tracking and data.”
Neo sees this as a key driver of performance. “For example, now we are
able to use search ads consumer behaviour – which is the strongest
intent indicator – in display remarketing. That’s a huge step forward
that we wouldn’t be able to do in such a streamlined way without
DoubleClick.”
Using DDM also provides important advantages in analysis. “In terms
of reporting, the evolution over the past 12 months has been really
amazing,” he says. “Definitely we’ve seen greater efficiency, so now
we don’t have to pull a report for search, then one for display and then
merge them. We have everything in the same interface – that’s saving
us time in understanding consumer behaviour so we can apply that
time to improving the performance of our campaigns.”
About Neo@Ogilvy
Spain
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•
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Offices in Barcelona and Madrid
Established 2007
32 employees
Subsidiary of WPP
www.neoogilvy.com
Goals
• Harness and manage growing
volumes of data
• Measure user behaviour across
devices
• Capture insights and apply
intelligence
• Maximise clients’ profit
Solution
• Single-stack approach using
DoubleClick Digital Marketing
(DDM)
• Programmatic real-time bidding
through DoubleClick Bid
Manager (DBM)
• DoubleClick Rich Media
Dynamic Creative to dynamically
tailor the message to the
audience and boost impact
• DoubleClick Search to manage
paid search marketing campaigns
Results
• Efficiency, transparency and
multi-channel integration enables
ROI gains of 30 to 50% per client
• Rich Media Dynamic Creative
produced 80% time savings
in creative production
• In one campaign, use of
DoubleClick tools reduced
budget 87%, improved
conversion rate fourfold,
decreased CPA 42% and
produced 38% ROI uplift
1
1
Source for all statistics cited: Neo@Ogilvy internal data
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case study
“We are optimising the ROI of our clients between 30 and
50%. That’s a lot! How do we know they’re happy? They’re
recommending us.”
—Javier Oliete, Managing Director, Neo@Ogilvy Spain
Maximising value through RTB
Another way that Neo@Ogilvy is rising to the challenges of an increasingly
complex environment is through programmatic buying. Built on Google’s
global infrastructure and fully integrated in DDM, DoubleClick Bid Manager
(DBM) enables the agency to buy display media effectively and efficiently
from a single platform across exchanges in real time.
Javier Oliete, Managing Director of Neo@Ogilvy Spain, explains the impact
of this technology. “In all the years that I’ve been in this business, we’ve been
talking about CPMs. But now, it’s not a question of volume, of how many
viewers or unique users – we are changing the model and pay more only
when the inventory is worth more.”
Robust audience targeting capabilities combine first-party and third-party
data, allowing the agency to connect clients’ messaging to precisely the right
audience. It also facilitates contextual targeting based on deep expertise
in keyword-level semantic targeting technology. “This efficiency should result
in more time to apply to more valuable processes. It also offers the chance
to expand the number of creatives and messages, to tailor messages
to segments, to tailor messages according to the user’s decision process,
and – in the case of retargeting – to optimise depending on the user’s
current point in the conversion funnel. We’re excited,” he says
of these developments. “We’ve seen how big the new changes are – this
isn’t a release, it’s a change of mindset.”
Clients reap transformative results
Neo@Oglivy’s work on behalf of one travel client provides an illustration
of how the agency pushes available technologies to the limit in order
to deliver outstanding results. Iberostar is among the top five largest
hotel chains in Spain, with more than 100 properties spread across the
Mediterranean and Caribbean. Trends were indicating a decrease in sales
in the domestic Spanish market, which typically represents 30% of total
sales.1 Based on the insight that Spaniards were aiming to reduce travel
costs for their holidays, Neo@Ogilvy created a strategy around showing ads
promoting those hotels in users’ nearby geographic areas. The explicit goals
were to reach the widest possible audience with a customised offer, achieve
the maximum number of reservations and reduce acquisition costs.
2
1
Source for all statistics cited: Neo@Ogilvy internal data
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The entire campaign was conducted using DDM. In this way, Neo@Ogilvy
could gain access to large and segmented inventory and use data
to retarget the audience through display and AdWords. Meanwhile, the
agency used DoubleClick Rich Media Dynamic Creative to set up ads with
flexible content that could change dynamically, and DBM enabled such
ads to be placed across exchanges. The campaign showed creatives with
11 different destinations and also incorporated different promotions
addressing 7 audience segments and various moments on the customer
journey. In total, this comprised 683 different combinations.
Not only did this savvy programmatic approach enable budget efficiencies
of 87%, but the time savings were significant too. This was vital since
Iberostar needed to take advantage of summer demand and so the
campaign had to be online as soon as possible and optimised within a very
limited timeframe.
Compared to non RTB campaigns, this RTB campaign using dynamic ads
improved conversion rate by more than 400%, decreased CPA 42% and
produced a 38% uplift in ROI. According to Javier, these kinds of figures point
to the agency’s central goal – to produce better performance at lower cost.
“In terms of performance in ROI there are two things: how much money
we are saving for our clients and how much profit we deliver,” he says.
“So that means we use those partners – like DoubleClick – that produce
better margins and more sales for our customers.”
1
Source for all statistics cited: Neo@Ogilvy internal data
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