Case Study
Car manufacturer Nissan tasked OMD Programmatic with creating a campaign to engage a young, tech-savvy audience and generate leads for their Micra car model. To achieve this, OMD used telco-enabled addressable audiences, powered by Novatiq, to build and engage first-party-verified audiences.
We’ve seen the results now in various verticals. It’s clear that data from a trusted source that fits regulatory requirements and is technically future-proof needs to be an integral part of our programmatic strategy for all of our clients, as well as Nissan.
Gökberk Ertunç
Programmatic Manager, OMD Turkey
Nissan aimed to reach a defined custom audience segment to generate leads for their Micra car model. They also wanted to test against cookie-powered campaigns to see directly the impact of using telco-verified first-party data.
Precise audiences were created from consented telco customer intelligence using verified deterministic and behavioural attributes based on demographics, technology usage and interest.
The in-network solution allowed eligible audiences to be matched to Nissan’s campaign request safely behind the telco firewall, where a privacy-first dynamic ID was applied to protect the quality of the first-party data.
Similar audiences built from a cookie-based data provider were also used in the campaign, but Novatiq outperformed them across all key metrics
Telcos are looking for greater revenue streams than their current models provide. Could a smart digital strategy, providing telco-verified ID solutions at scale for publishers and brands, be the answer?
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