Case Study: How Samsung boosted their CTR by 20% using AI

LoopMe partnered with Starcom Mediavest Group to deliver Samsung’s Hero campaign, promoting their latest high end handset, the Samsung Galaxy S7 Edge.


– To drive rational purchases of the Samsung Galaxy S7 Edge that were made due to the features of the phone rather than pre-existing brand loyalty or sentiment to Samsung

– Educate users on the phone’s unique and innovative features


– Number of people improving their understanding of the phone via engagements (clicks, views and engagements) with the rich media ad unit


– All those in the market for premium smartphones


– Samsung utilised LoopMe’s Data Management Platform (DMP) which then built a specific audience segment. Drawing across trillions of data points, the DMP was able to identify users with older handsets, between 19 – 24 months old, with a particular focus on users with a strong interest in technology. The audience was identified using data from location history, geo-location, online behaviour, demographic and device. In reviewing this, it was possible to determine which impressions were of most value to Starcom Mediavest and Samsung for this campaign and its KPI’s

– LoopMe’s creative team built a bespoke rich media HTML5 ad unit, which included descriptions of product features, a short video showcasing the handset and an interactive swipe bar allowing the user to explore features in more detail

– The ad was delivered across a range of verticals on both apps and mobile web. In doing this, it was possible to scale the campaign and reach users across multiple touchpoints

– Using Artificial Intelligence, it was possible to determine not only the users that fit Samsung and Starcom’s audience profile but which of these had the highest probability of engaging with the campaign


– In utilising AI, LoopMe improved campaign results by 20% against the campaign’s own control group, improving both ROI and proving effectiveness.

– Prior to the campaign there was a poor understanding of the advantages that the Galaxy S7 Edge handset had to offer. By the end of the first phase, 43% of users had interacted with the ad in some way – clicking through to the site, watching the video or engaging with the interactive element of the ad unit

– 37% of users watched the video, the most informative and impactful part of the ad

– Therefore, 43% of people reached by the campaign can be said to have a better awareness and understanding of the handset, moving the consumer well along the purchase funnel towards a rational purchase.

Mobile was the perfect channel for engaging users as it delivers the huge scale needed to reach the breadth of the target audience, as well as highlighting the difference between the user’s current phone and the one they could own if they upgraded to the Samsung handset.

This campaign was awarded Silver at the MMA UK Smarties in the category ‘Mobile Video.’


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Press: AdExchanger – When Spending Digital Budgets, Brands Have a Battle

On TV And Video” is a column exploring opportunities and challenges in spending on programmatic TV and video.

Today’s column is written by Stephen Upstone, CEO and founder ofLoopMe.

Brand marketers hire media agencies to streamline the advertising process, remove barriers and deliver clear and measurable ROI. The recent news that the MRC suspended two DoubleClick For Publishers metrics and the controversy over Facebook’s measurement methodology suggest digital is not delivering on this promise.

As an industry, digital is maybe the worst culprit for creating an impenetrable environment, full of acronyms, viewability issues and performance analytics that are impossible for time-poor marketers to understand.

It doesn’t need to be this way. There’s no reason we can’t make digital clear, understandable and transparent across the board. That includes verification and the use of metrics and KPIs that help brands truly measure performance, particularly as newer formats gain popularity, such as video and virtual reality.

Third-party tracking for viewability and brand safety should always be in place. No matter how big or small, ad tech providers should be able to give evidence that their campaign delivered in view, in brand-safe environments, to human traffic.

Roughly 53% of campaigns are not viewable, despite the topic being at the top of conference agendas for at least two years. Only now after its recent measurement controversy is Facebook providing third-party viewability data for display campaigns, but it still won’t allow buyers to use their own trackers.

Read the full article here.

Mobile Sees Big Bucks On Black Friday Weekend

Black Friday is a notorious event for the retail industry – with big bucks and savings on offer. It’s hard to forget the videos of panic and overcrowding that are now so infamous that they’ve been parodied extensively on programmes like South Park. But for all the bustle and chaos, the biggest gains in Black Friday sales have gone from store to digital locations – especially mobile.

MediaPost was the first to report on this mcommerce ‘soar’ last week. Physical traffic declined, with shoppers less inclined to spend as much as 2014 – or, as MediaPost put it, ‘more of us love to shop in our pajamas’. Online sales also mean that shoppers don’t have to brave the queues of the superstores and malls across the US.  Overall ecommerce swelled by 18% – a trend surpassed only by purchases made on devices, which surpassed all expectations.

Mcommerce sales contributed $1.2bn sales according to Adobe’s Marketing Cloud, shattering estimates from the likes of Comscore and Nielsen who, though anticipating a break of the $1bn barrier, did not expect it to happen with such speed. This was around 36% of digital sales for the period, a large figure that has been growing year on year.

The key takeaway may not been simply how much money was made on the day however. MarketingLand was quick to report that, while consumers did make purchases predominantly over desktop, it was mobile devices that drove the greater portion of site traffic – 55% compared to the 45% on PC. The signs are clear – mobile provides a versatile, readily available opportunity for shoppers to research products and prices, beating the crowds and shopping on the go.

As Jordan Rost, Nielsen’s VP-Consumer Insights put it: “Mobile is making every moment a potential holiday shopping moment…You can sit on the couch with your family and still shop. You really can be two places at once.” Indeed, with bracing weather and the prospect of long queues, purchasing via mobile seems like a far more attractive option.

Adobe’s Marketing Cloud found further exciting news for mcommerce enthusiasts, as well as a signal for retailers, and, as a result, advertisers. Conversion rates on both mobile and tablet devices have doubled when compared with last year – going from 1.3 to 2.4%. Retailers have come to realise how pivotal it is to have mobile-optimised sites capable of handling transactions and research swiftly and conveniently – rather than simply seeing mobile sites as complementing a Desktop experience. With this omni-device approach proving increasingly effective in a time when High Street footfall isn’t guaranteed, no doubt this mcommerce trend will only continue.

Press: AdExchanger – Moving Beyond Old Metrics

Printed in AdExchanger, December 2016
Traditional video metrics aren’t really cutting it for advertisers, especially on mobile.Moat is making the attempt with its Video Score metric released in late November. Predicated on the notion that not every viewable impression is created equal, the metric aims to help properly measure digital video exposures across platforms by looking at how much of a video was seen and heard amplified by the percentage of real estate the ad occupied on a user’s screen.It’s only intuitive that a vertical video on Snapchat, with its average view time of less than three seconds, should be valued differently from an outstream video on desktop, a video in the Facebook news feed or a repurposed TV ad shrunk down for size.But that intuition doesn’t address whether an advertiser met its core KPIs.

“Advertisers are spending to drive engagement and traffic so that users stick around for the long haul and take certain key actions regardless of the medium,” said Doug Roberge, product marketing manager at in-app video company Vungle.

And there’s often a disconnect between video metrics and advertiser KPIs.

“The marketers we talk to are focused on ROI,” said Scott Shulman, VP of North America sales at mobile video platform LoopMe. “They don’t really care about proxy metrics like video completion rate or clicks or even on-target impressions. That doesn’t grow anyone’s business.”

Read the full article here.