Awards Preview: Most Effective Programmatic Buying Campaign

By Alex Spencer

Awards Crowd Shot 2

The 2014 Effective Mobile Marketing Awards Ceremony takes place on 27 November in London. Between now and then, we are throwing the spotlight on the finalists in each of the 26 categories.

Today, we take a closer look at the nominees for the Most Effective Programmatic Buying Campaign. There are three contenders in this category, let’s take a closer look at each.

Byyd Tech – Sony Xperia Z1
Sony and MediaCom used Byyd’s demand-side platform Madison for a mobile advertising platform. As well as measuring impressions and engagement with the ad units, Byyd partnered with market research firm On-Device Research to identify which audiences had been exposed to the ad, through Byyd’s unique identifier database, and measure the campaign’s effect on their brand awareness.

Fiksu – Storytree Simpleprints
Photo-book startup StoryTree used Facebook to rapidly grow its user base – but after initial success, it became difficult to maintain momentum as the business grew. Fiksu worked with StoryTree on a campaign intended to refine understanding of its target audience and more efficiently market to them, based on key segmentation criteria such as demographic, interests and culture.

Tesco, Qriously and Initiative – £1 Delivery vs. Click & Collect
This campaign, launched by Tesco in early 2014, aimed …read more

Source:: Mobile App News