Award Winners’ Spotlight: Most Effective Programmatic Buying Campaign

By David Murphy

Effective_Mobile_Marketing_Awards (112)

The deadline for the 2015 Effective Mobile Marketing Awards, sponsored by Theorem, is now less than five weeks away. As the deadline approaches, we are turning the spotlight on one of last year’s winners each week, looking at what gave the winning entry the edge over the competition.

This week, our focus is on the Most Effective Programmatic Buying Campaign. This was the first year we had included this category, and it was won by Tesco, along with its partners Qriously and Initiative London, for a campaign to promote Tesco’s free click-and-collect service, and its paid home delivery services.

Qriously’s platform encourages users to declare the things they are interested in by asking questions via in-app banner ads. For this campaign, two questions were served. The first asked consumers whether buying groceries in store made them feel tired, bored or rushed. The second asked consumers, assuming they were busy people, if they would like their groceries to be ready at the store or delivered for less.

Anyone who clicked on one of the answers to either question was then retargeted programmatically with an ad, either for Tesco’s free click and collect service, or for its …read more

Source:: Mobile App News