Telecommunications

Black Friday/Cyber Monday

Avg. In-View Time

107%

On RON Targeted Lines

Avg. CTR to brand’s product pages/site

0.66%

Against News Aus avg.video CTR

Avg. Desktop video completion rate

9.05% UPLIFT

Against News Corp Australia benchmark

*News Corp Australia, November 2023; News Corp Australia, April 2024

The Challenge

Black Friday has become one of the biggest annual sales events, presenting brands with tremendous opportunity to drive conversions, as well as the challenge of reaching their desired audience amidst the noise of their competitors.

The Insight

Looking to take advantage of the opportunities this event brings, a telecommunications brand sought to boost awareness amongst high intent audiences and drive consumers through the funnel.

Strategy & Solutions

Leveraging Intent Connect’s powerful BuyNow segments, Vudoo’s innovative Interactive Shoppable Video technology and Australia’s number one news source, news.com.au, News Corp Australia built a comprehensive campaign to ensure the brand reached consumers on the verge of making a purchase and then actively engaged and converted their intent, seamlessly closing the consumer purchase loop.

Products Used

INTENT CONNECT – BUYNOW SEGMENTS

SHOPPABLE VIDEO

Results

The campaign achieved strong uplift across exposed audiences, resulting in significant awareness and consideration levels during the BFCM sales period.

Strong Interaction Rates

The effectiveness of Vudoo’s Interactive, Shoppable video technology is highlighted through the campaign’s strong interaction rates from consumers on Run of Network Targeted lines (1.19%) and Added Value Run of Network Targeted lines (0.95%).

The campaign drove 7,881 interactions in total and a click through rate (CTR) of 0.66% across the entire campaign, vs. News’ avg. video CTR of ~0.56% (0.48% for horizontal and 0.63% for vertical).

Above Benchmark Video Completeion

The campaign delivered above benchmark video completion rates of 76.3% and 75.8% (Added Value) on Desktop vs. News’ desktop benchmark of 67%. Likewise, mobile achieved a video completion of rate of 64.65%, above the News Corp Australia benchmark of 63%.

Case Study