OneCall

Challenge 1: Uncertainty about the value of digital channels and formats. Advertisers have long been concerned that ads shown are not actually seen.

According to DSAR*, as many as 8 out of 10 advertisers worry about this. Digital channels have been optimized individually, allowing for price measurement but without incorporating quality into the equation. Additionally, there has been a lack of a unified currency to optimize effectiveness across channels.

Challenge 2: Tough competition in the telecom industry. OneCall operates in a category with strong brands and high media investments. With reduced media budgets, OneCall needed to focus even more on ensuring cost-effective and impactful results.

We had three clear goals:

Goal 1: Understand and document the effectiveness of digital purchases. Compare attention/impact across different digital media channels and formats.

Goal 2: Buy more effectively. Focus on media channels with the highest attention/impact.

Goal 3: Buy as cost-effectively as possible. Maximize the utilization of limited budgets.

To ensure maximum utilization of limited budgets, the ambition was to implement a completely new media currency that measures the actual effectiveness of an ad impression.

What Did We Do?

The answer to the ambition was "The Impact Study." A study conducted in collaboration with Kantar with 30,000 respondents to measure how different media channels, formats, and devices impact brand KPIs (attention, awareness, preference, message comprehension).

Solution: Impact Factor and iCPM. The study resulted in an "Impact Factor" for over 350 digital formats, which was used to calculate an "impact CPM" (iCPM). iCPM enabled optimization for attention rather than just inexpensive impressions.

The campaign was set up with a unified budget across video, display, and audio, with dynamic budget splits to shift investments between media channels based on inventory availability and price variations.

In short, it was a fully integrated purchase across the different media channels and buying platforms involved in the campaign.

To enable seamless purchasing across three buying platforms, we utilized our proprietary AI tool, Copilot, for purchasing and optimization across platforms.

Copilot adjusted budgets in real-time based on campaign strategies, aiming for impressions with the highest attention (Impact Factor) at the lowest possible iCPM.

The campaign ran for two weeks with a limited budget. Since this was the first time such a campaign was conducted in Norway, we were unsure of what to expect, yet the ambitions were high. And rightly so—the results were remarkable.

All measurement parameters showed positive movement. We bought more cost-effectively, thereby ensuring higher attention at a lower price. Purchasing across platforms while continuously optimizing budgets in real-time was an unequivocal success, also influencing other key sales drivers like website traffic.

The results speak for themselves, and unsurprisingly, this campaign approach has now been implemented for all activities we carry out with OneCall.

The case was awarded bronze for "Innovation of the Year" and "Data-Driven Insight" at the ANFO MarTech Awards.