Best Use of Video in Technology: Vpon Big Data Group - Lion & Globe
Company Name: Vpon Big Data Group
Client: RDS Digital
Project Name: Lion & Globe
Project Summary
The project of Lion & Globe X Vpon Big Data Group is to reach the potential customers precisely through device app channels. Advertising video is sending the message of how the product can be the best choice of vegetable oil with plant cholesterol.
Vpon Big Data Group helps Lion & Globe to retarget the audience in all channels, including device app and websites. The brand is breaking through the brand own positioning (classic market leader but only targeting the household wife), building new brand image and penetrating to the new generation young adult who will cook at home.
Vpon used our own unique data technology to targets the health conscious group and the lookalike group of a well-known food company to optimize the targeting accuracy, the purchasing incentives will be increased in high chance for repeat exposure on Vpon massive app partner channels. The view rate compare of Vpon retargeting is relatively outstanding and lasting till the video end.
Background
Lion & Globe plant sterols oil series is a new product line. As in the past, the brand consider housewife as their highest priority target audience but the traditional advertising channels (TVC , KOL seeding and OOH) are less impactful to gain the awareness. Lion & Globe would like to spread the video advertising on Vpon's networks to hit the potential customers in higher chance.
On the audience's data side, there's very little amount of cooking oil industry data in Hong Kong. Vpon choose to use "Lookalike" data application strategy to tackle the concern. According to the F&B industry, there's a leading seasoning company with detail segmentation and customer profile in the pool. After applied the lookalike targeting for the advertising running on Vpon's partner app, the 6s view rate keeps stable.
Objective
Vpon unique device data and app partner networks can strongly support Lion & Globe to reach target audience efficiently with certain budget.
Objective 1: Re-targeting to reach the potential customer in the device app
Desired Result: Lookalike group achieve the highest view through rate
Objective 2: Through Vpon's video package, higher completion rate of video shown
Desired Result: 60% completion of 15s video shown over 50% in any target audience tier
Execution
Apart from the data application, Vpon also adapt Lion & Globe's video advertising to full video package.
1. Interstitial Video: The advertising will be popped out when the target audience open partner's app.
2. In-stream Video(1/3ISV): The advertising will be shown before video plays in partner's video streaming app, the 1/3 one will be shown in between the article paragraph.
3. X-LREC Video: The advertising will be shown in between the article in the partner's app.
The above video package is helping Lion & Globe massive the potential customer's touch, more information can refer to the video link attached.
Result
In one week video running period, there's no time to waste for system AI learning for advertising distribution. The first day in the running period already performs well on impression and views.
On the view of Audience Targeting, there will be 3 groups listing: 1) Lifestyle and Culinary lovers 2) Home Decision Maker 3) Lookalike of related industry.
The click through rate of Lookalike group is the best among the three after the campaign closed. Also the highest view through rate goes to Lookalike group as well which had over 50% among the three.
Through all video advertising showing channels, XLREC Video is the most effective one on 15s video completion rate.
To conclude, the audience in lookalike group by using Vpon partners' app reading news and articles is the most effective channels to deliver the advertising.
