The Media Landscape
This era of digital advertising is more dynamic and fragmented than ever, with consumers shifting their attention and eyeballs every 8 seconds, switching devices 21 times an hour, with 38% of people media multitasking. While consumers spend an average of 2.27 hours daily on social media (GWI, Jan 2022), 42% of their internet time is across broader activities and platforms like YouTube, Spotify. Whether it’s rabbit hole scrolling, researching or shopping, the consumer journey is less than linear - in fact, it is more like organized chaos.
The Solution
Marketing strategies should align with this omnichannel, diverse journey. Brainlabs is dedicated to assisting advertisers in achieving a multi-channel presence by seamlessly integrating the influential realm of social media into programmatic advertising. This strategy recognizes the immense potential to elevate brand visibility and engagement - wherever the audience is.
The Activation
Brainlabs joined forces with Nova, marking a transformative collaboration to break free from confined platforms. The core concept aims to bridge the gap between social and programmatic media, presenting a unique opportunity to synergize scale, reach, optimize performance, and deliver cost reductions.
Together, we worked closely with a retail footwear retail client to strategically extend an evergreen social campaign into programmatic - an entirely new channel for the brand. To support their largest tentpole event in Summer 2023, they crafted an engaging ad campaign with celebrity sponsorship targeted towards Moms in order to drive in-store sales and increase reach across tier 1 DMAs.
Brainlabs wanted to leverage the social short Influencer video content that was already performing well. We utilized Nova’s unique “Social Display '' solution to seamlessly extend the content into programmatic spaces to capture Google’s InMarket and Affinity audience network. Brainlabs also optimized towards the audience which had better overall traction at optimal frequency. This allowed us to test different social formats and see which resonated best with the target audience; we could then use those learnings to optimize for future campaigns.
This solution also ensured the brand’s messaging resonated across social and open web while maximising efficiency and performance. By activating programmatically, we achieved 10x higher CTR compared to social and 50% lower CPA compared to standard display.
The Results
The partnership between Brainlabs and Nova yielded impressive cumulative results across 20 campaigns, 179 million impressions for our brand across their social networks: Facebook, Snapchat, TikTok, and Instagram. The total creative product savings was over $500,000.
The campaign had a notable absolute uplift of 0.53% CTR compared to Paid Social and reached 2.7MM additional users. The campaign’s success emphasizes the efficiency, increased reach and audience engagement.
Our Partnership
In collaboration with Nova, Brainlabs has successfully ushered in a new era of advertising by fusing the dynamism of social media with the precision of programmatic advertising.
“The collision with programmatic advertising is inevitable. The intersection of these two forces is reshaping how brands engage with audiences, leveraging data-driven insights to deliver more personalized and targeted experiences across digital platforms. I’m excited to be on the forefront of this.” said Anjlee Majmudar, VP Programmatic NAmer
"We're excited to help Brainlabs deliver innovation and results together in a single package, delivering omni-channel campaigns that apply a brand's best creative instantly to every channel" added Ryan Woolaver, Partner Development Manager, Nova.
This case study not only demonstrates the potential for efficiency gains but also the ability to create impactful and resonant brand narratives in the evolving digital landscape.
