Mobile video platform LoopMe is now integrated with adsquare, a mobile data exchange, following successful campaign collaboration with Ad Tech unit, Cadreon.
The integration will also allow LoopMe clients the ability to coordinate their DOOH and mobile video campaigns for measurable ROI.
One application of the integration is that LoopMe’s clients can use mobile video advertising to complement their DOOH campaigns, allowing them to retarget all users exposed to the DOOH ad, creating a personalised advertising experience across multiple digital touchpoints.
Existing LoopMe customers can benefit from this technology, which can be applied to enhance their mobile video campaigns through pinpoint location technology. A recent survey by the CMO Council found that 37% of CMOs surveyed were looking to tie the customer experience journey across physical and digital engagement, this new technology is a step towards creating integrated advertising experiences that brands are asking for.
“adsquare and LoopMe’s integration allows advertisers to precisely target audiences and locations for their mobile video campaigns.” said Stephen Upstone, CEO and co-founder, LoopMe “The campaigns that we’ve help run already have been highly effective and exceeded benchmarks when AI was implemented. We were able to pass back to the client, the Advertising IDs of users who had the brand’s app installed, which meant they can measure any uplift in purchases and determine ROI.”
Case study
Most recently, adsquare and LoopMe worked together on a successful mobile video campaign for one Cadreon’s high-profile clients. Cadreon, the Ad Tech unit of IPG Mediabrands, are responsible for developing best-in-class programmatic technology solutions for brands including Johnson & Johnson and Fitbit.
For the campaign, adsquare and LoopMe geo-fenced the Digital Out of Home (DOOH) adverts, so that when an ad-serving opportunity arose, the client’s creatives were served to users within close proximity of the DOOH hotspots. Later in the day, any users who were exposed to the DOOH ad, but were not served with the mobile video ad, were retargeted with the video. The campaign drove over 4 million views, with a 6X uplift in engagement when AI was applied compared to the control.
LoopMe was able to extract large amounts of non-PII data from the consumer’s device about the brand’s audience. An in-depth post campaign analysis was created, with LoopMe’s DMP allowing in-depth audience insights to be passed back to the brand. LoopMe also extracted non-PII Advertising ID data and fed the information back to the client, allowing them to track future purchases from users who had seen the ad, allowing for tangible ROI.
Robert Carson, Technical Director from Cadreon said: “We strive to deliver our clients industry-leading innovative technology solutions. With the help of LoopMe and adsquare the results for this campaign were impressive. Having the ability to link advanced mobile data with DOOH enabled us to engage with audiences across channels and multiple screens”.
“The combination of adsquare’s data exchange and LoopMe’s Artificial Intelligence optimization, creates a whole new range of mobile marketing opportunities.” explains Tom Laband, CEO & Co-Founder at adsquare. “Mobile data allows advertisers to target exactly the consumers they want to reach – in the crucial mobile moment.”
AI Uplift
LoopMe uses proprietary AI (Artificial Intelligence) algorithms, which are self-learning to optimise in real-time based on each individual campaign’s KPIs such as VCR and CTR, but also brand metrics such as Purchase Intent or Brand Awareness. AI works to optimise towards metrics that the brands want, and through this LoopMe recorded a 76% higher CTR than compared to the control campaigns.
Viewable and brand safe
MOAT tracking was implemented for the duration of the campaign, which recorded a 92.99% human and viewable rate, with 95.86% on screen rate. These exceeded industry benchmarks by 136% and 90% respectively.