Samsung increases return on ad spend by over 2x with
data-driven creatives
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Case Study
Samsung increases return on ad spend by over
2x with data-driven creatives
Tags
Analytics 360
Display & Video 360
Google Marketing
Platform
Campaign Manager 360
The Goals
Drive awareness for new product launch
Scale creative production efficiently to
deliver relevant, impactful messaging
The Approach
Partner with Ad-Lib.io to quickly scale
creative production in Google Studio
Reach Analytics 360 audience segments in
Display & Video 360 campaigns
The Results
Created more than 400 creative variations
in less than five days, as compared to its
previous six-month average
Increased return on ad spend by over 2x
When Samsung temporarily shuttered many
of its physical stores amid Covid-19 lockdowns
in early 2020, the global technology and
electronics leader sought out new strategies to
create relevant and impactful connections with
its consumers in the new environment. The
company was preparing to introduce its Galaxy
Note20 smartphone across Spain, and to help
make the launch a success, Samsung Spain
decided to evolve its display advertising
strategy.
In order to maximize the impact of its digital
marketing efforts, Samsung needed a more
efficient way to produce ad creatives that
showcased various messages at scale and
connected different product offerings with the
right audiences. Underpinning this initiative
was an overall business objective to increase
sales while decreasing cost-per-acquisition
(CPA).
Turning to Google Marketing Platform and
Ad-Lib.io
Once Samsung had a clear idea of its goals, it
began the search for partners to help achieve
them. Samsung first turned to Google, as it had
previously adopted several Google Marketing Platform products
to progress through Boston Consulting Group’s marketing
maturity index, a framework that helps
companies evolve their digital marketing
strategies and grow their businesses.
Samsung also decided to partner with Ad-Lib.io, whose Creative
Management Platform uses automation to produce
and optimize relevant advertising creative at
scale and across digital media channels.
Ad-Lib.io’s software can be laid on top of
Studio and synchronized with
Campaign
Manager 360 for ad serving, so the seamless
integration between Google Marketing Platform
and Ad-Lib.io could help Samsung scale its
creative production and reporting within a
short timeframe.
With its critical partners in place, Samsung
began to execute its strategy across Google
Marketing Platform. First, Ad-Lib.io, a
certified Google Marketing Platform partner,
worked to accelerate and scale Samsung’s
creative production in Studio. Then, Samsung
connected its Studio account to Campaign
Manager 360 and Display & Video
360 to push its creatives into a new media
campaign.
Scaling creative production and optimizing
delivery
By combining their respective strengths,
Samsung and its partners scaled creative
production, generating 400 ad variations in
fewer than five days. Each ad variant focused
on a different product offering and relevant
messaging tailored to resonate with more than
300 different audience segments. These segments
were built from insights on user behavior
collected and organized in Analytics 360, such
as users who left abandoned carts or visited a
specific Samsung webpage.
To measure the success of its creatives and
messaging, Samsung used the Experiments feature in Display &
Video 360. This allowed the marketing teams
to create mutually exclusive testing groups
of users.
Its team also took advantage of creative
rotation in Campaign Manager 360 to serve
different creatives to the same audience
segments, which helped it easily compare
performance, optimize campaigns, and gather
key learnings for the future.
Increasing return on ad spend
Samsung’s creative strategy did more than just
improve its ability to connect the right
message with the right audience. It also
greatly cut down on launch time, slimming its
six-month average down to just five days.
“This campaign and our integration with Google
Marketing Platform showed how speed and agility
drive performance,” says Adit Abhyankar,
Ad-Lib.io’s CEO. “We went from brief to go-live
in five days and refreshed creative with
24-hour turnarounds, keeping content fresh and
enabling fast learning and optimization to
drive huge performance uplift.”
Despite operating in a highly competitive
market in the midst of a pandemic, Samsung
achieved its online and offline Galaxy Note20
sales objectives. Through accelerating its
digital transformation, the team saw a 173%
increase in return-on-ad-spend (ROAS) compared
to its existing display creatives.
“With Google Marketing Platform, we
achieved our best ROAS within the fastest
turnaround time.”
Guillermo
Barberà, Head of Media, Data & Loyalty
Marketing, Samsung Spain
Looking ahead with Google Marketing Platform
Samsung is currently working on expanding its
activation of first-party data in Display &
Video 360 via Customer Match, onboarding its
customer relationship management data to
Analytics 360. To make the most of its custom
messaging and dynamically delivered creatives,
the team is now deploying them throughout the
entire marketing funnel.
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