How Smart and Mobsuccess Used Programmatic Guaranteed To Drive Black Friday Sales
Setting new sales records year-over-year, Black Friday has become a must for online retailers. Last year, the major sales event became more critical than ever during the Pandemic.
To limit the spread of Covid-19, the French government moved Black Friday to coincide with the partial lifting of confinement which shortened the promotional holiday shopping period and increased competition for retailers.
Objective
GiFi, a leading French retailer in home and family equipment at a good price, engaged Mobsuccess, an expert in mobile advertising and drive-to-store, to make its Black Friday campaign a success and generate the maximum number of qualified store visits.
The Solution
To ensure the campaign’s success during this highly competitive period, Mobsuccess opted for Smart’s programmatic guaranteed offer to secure a guaranteed volume of ad impressions.
Displayed for 24 hours on in-app inventory, the campaign of 3 million impressions generated: +23% in-store visits and over 37% additional online visits compared to other channels.
“At Mobsuccess, we are always looking for the best opportunities to increase our customers’ store visits thanks to cutting-edge algorithms. For Black Friday, programmatic guaranteed was the ideal solution to ensure target audience coverage over a day. We were thus able to distribute 100% of geolocated impressions on premium placements and thus greatly optimize site and store visits.”
Ludovic QuervilleChief Operating Officer – Mobsuccess
“Thanks to our core business as an ad server and our role as an SSP, Smart enables publishers to commit in advance on precise volumes of impressions. For buyers, this is the guarantee of investing their full budget, on the right audience and at a fixed price. During peak times of the year, programmatic guaranteed is a safe and effective solution to maximize campaign coverage and performance.”
Alexandre Moncel Head of Demand Sales, France – Smart
The Results
+
37
%
additional online visits compared to other channels
+
23
%
in-store visits
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How Smart and Mobsuccess Used Programmatic Guaranteed To Drive Black Friday Sales
Setting new sales records year-over-year, Black Friday has become a must for online retailers. Last year, the major sales event became more critical than ever during the Pandemic.
To limit the spread of Covid-19, the French government moved Black Friday to coincide with the partial lifting of confinement which shortened the promotional holiday shopping period and increased competition for retailers.
Objective
GiFi, a leading French retailer in home and family equipment at a good price, engaged Mobsuccess, an expert in mobile advertising and drive-to-store, to make its Black Friday campaign a success and generate the maximum number of qualified store visits.
The Solution
To ensure the campaign’s success during this highly competitive period, Mobsuccess opted for Smart’s programmatic guaranteed offer to secure a guaranteed volume of ad impressions.
Displayed for 24 hours on in-app inventory, the campaign of 3 million impressions generated: +23% in-store visits and over 37% additional online visits compared to other channels.
“At Mobsuccess, we are always looking for the best opportunities to increase our customers’ store visits thanks to cutting-edge algorithms. For Black Friday, programmatic guaranteed was the ideal solution to ensure target audience coverage over a day. We were thus able to distribute 100% of geolocated impressions on premium placements and thus greatly optimize site and store visits.”
Ludovic QuervilleChief Operating Officer – Mobsuccess
“Thanks to our core business as an ad server and our role as an SSP, Smart enables publishers to commit in advance on precise volumes of impressions. For buyers, this is the guarantee of investing their full budget, on the right audience and at a fixed price. During peak times of the year, programmatic guaranteed is a safe and effective solution to maximize campaign coverage and performance.”
Alexandre Moncel Head of Demand Sales, France – Smart
The Results
+
37
%
additional online visits compared to other channels
+
23
%
in-store visits
