Starting with search
Allianz first implemented Adobe Advertising Cloud Search and immediately saw a positive impact in terms of performance improvement. “From Adobe Advertising Cloud Search alone, we’ve lowered cost per acquisition and cost per quote by up to 30%. In addition to delivering savings, we can also more clearly articulate success through better reporting.”
Within Adobe Advertising Cloud Search, Allianz uses performance optimization, forecasting, and spend recommendation capabilities, powered by Adobe Sensei. By leveraging artificial intelligence across capabilities, the company can better balance costs and budgets across multiple advertising campaigns, optimizing performance according to specific business goals and KPIs, including customer acquisition, engagement, reach, and more.
“Adobe Advertising Cloud Search already uses much stronger algorithms than any other solution that we’ve seen,” says Dawson. “Adobe Sensei and artificial intelligence amplify those capabilities by expanding our view and reach, as well as automate how we allocate resources, making us that much more impactful as a team.”
Allianz quickly learned that it could use Advertising Cloud much more broadly and began testing Adobe Advertising Cloud DSP for video, display, and social, as well as TV.
Innovating with OTT
Allianz Australia understands that television, as we now know it, is a more fluid and flexible experience than ever before. With smart televisions, app-enabled over-the-top (OTT) and connected devices, and a growing number of digital content distributors, viewers have more choices in how they view video content. Programs that were previously viewed exclusively on a traditional television can now be streamed via the internet on a connected device in the living room, up-ending traditional television viewing experiences.
Using Adobe Advertising Cloud TV, Allianz Australia has visibility into which devices and channels are attracting its core audiences. At the highest level the insurer can see which TV broadcasters its customers are engaging with, which devices they are using, and validate customer viewership data, giving Allianz confidence that it’s targeting the right audiences. This is particularly important as connected TV audiences have grown 80% year-over-year with 17% of audiences watching all of their video content via these media platforms.
“Adobe Advertising Cloud enables us to tap into the authentication layer of many distribution channels to validate our data and make sure we’re targeting the right audiences and inventories,” says Dawson. “We’ve seen that, of customers engaging with streaming content, 84% are engaging through connected devices. This is helping us focus our advertising resources on the most-valuable distribution channels.”
The insurance company was particularly interested in what customer viewers were watching during primetime hours—6:00 p.m. to midnight—as it identified a large inventory of ad space on connected TV available during those times. Given that advertising during primetime hours is expensive, this data enables Allianz Australia to better target its advertising spend at opportunities that are likely to yield the greatest returns. Additionally, the company can build digital strategies that are complementary to television strategies to maximize reach.
“Using Adobe Advertising Cloud we can look at all of the data available, including cost per ad, reach, and unique audience members across online and offline channels and build balanced strategies,” says Dawson. “In this way, we’re really buying audiences instead of just buying time during a program.” Dawson also noted that this approach helped the company reduce redundant ad buys, decreasing costs.