Case Ziggo

30+ campaigns in DCO

About

Ziggo is the largest cable operator in the Netherlands, providing digital cable television, Internet, and telephone service to their customers. Ziggo Go allows users to watch live TV and on demand video content on multiple devices.

In 2018 we consolidated 30+ campaigns with over 750 unique bannersets, with an average time to market of 1 week, for Ziggo on our Dynamic Creative Optimization (DCO) platform. Based on media data Disxt’s DCO solution shows the right creative at the right time. This solution is used across all parts of the organization (B2B, B2C, Ziggo Sport). All have their own identity and way to communicatie, but are able to use the same flexible creative.

BUSINESS CHALLENGE

How can we create relevant communication based on (online) behavior and site behavior?
What are the key-drivers in online advertising for this audience?
How can we be more cost effective, improve quality and be highly engaging at the same time?
How to realize brand-consistancy cross-platform?

SOLUTION

Implement a centralized cross media platform for dynamic creative.
Worked on a continues base with media agency to improve results based on learnings.
Implement a single creative for prospecting, remarketing and campaigns while still enabling clients to use full animation and diversity.

STEPS

In phase 1 we started with setting up the dynamic creatives for the remarketing of website audiences. Ziggo struggled with finding the right partner to create their setup and while not losing their flexibility in creatives and communication. Disxt made it possible to create specific storylines cross all pages and add-ons on the website. By enabling Ziggo to personalize their communication, we were able to show a increase in conversion rate of 6% on their display advertising. The next step in the process was to create sub storylines for deeper in-page communication, currently we have 83% of the pages covered by a specific communication, what results in a 39% increase in online remarketing sales. Since the start of running DCO with DISXT on remarketing, we were able to decrease the CPO with 45%.

The next step in the process we are currently working on is to run this personalized DCO solution on Ziggo’s campaigns and Prospecting layer. Where we are targeting their most important audiences based on the Ziggo offer.

Results

(in online sales)

x 0

Increase in remarketing volume: x3 impressions

+ 0 %

Increase of conversion ratio remarketing: +6%

+ 0 %

Increase in online sales remarketing: +39%

- 0 %

CPO on New internet sales is decreased with: -45%

- 0 %

CPO on addOns is decreased with: -56%

Phase 1

RETARGETING WITH DCO

We excel at optimizing content as we learn more about how to target the consumer in the most individualized ways. That’s how we maximize impact—and help minimize costs.
We have a proprietary platform that links to the media agency’s programmatic systems. It allows us to customize high-animated content dynamically across platforms and to re-target consumers effectively. That way, we can deliver the right message to the right audience, at the right time.

In phase 1 we started with setting up the dynamic creative for the remarketing of website audiences. Ziggo struggled with finding the right partner to create their setup and while not losing their flexibility in creative and communication. Disxt made it possible to create specific storylines cross all pages and add-ons on the website. By enabling Ziggo to personalize their communication, we were able to show a increase in conversion rate of 6% on their display advertising.

After the basics where implemented, the secondary focus during this phase was on analyzing the majority of most visited webpages and Ziggo’s basic products and services. By explicitly zooming in on the majority of the audience traffic and learning from which places they specifically where coming from, we removed media waste. The communication during this phase was focussed on showing the right product with special attention to pricing.

Phase 2

The next step in the process was to create sub storylines for deeper in-page communication, currently we have 83% of the pages covered by a specific communication, what results in a 39% increase in online remarketing sales. Since the start of running DCO with DISXT on remarketing, we were able to decrease the CPA with 45%.

In Phase 2 the DISXT DCO library was setup to generate 1 to 5 shots based out of one feed and connected to multiple targeting options. During this phase the retargeting attention was focussing on subproduct categories and additional webpages. These webpages where segmented per page type and linked to specific data-driven generated storylines to increase relevancy. Each and every storyline was dynamically filled with a message, unique selling point and product name fully aligned with brand consistency.

Phase 3

The next step in the process we are currently working on is to run this personalized
DCO solution on Ziggo’s campaigns and Prospecting layer. Where we are targeting their
most important audiences based on the Ziggo offers and campaigns.

Ziggo
Black Friday

For optimal brand recognition the same video element was spread across multiple challenges. Every day a different message was shown to build attention towards Black Friday.

6 days before black friday:

On Black friday:

Ziggo GO