Amobee’s Sales Accelerator Solution, Powered by Oracle Data Cloud, Would Help CPG Marketers Measure Offline Sales Impact of Campaigns in Progress
Amobee, a leading global digital marketing technology company serving brands and agencies, announced its revolutionary Sales Accelerator solution, powered by Oracle Data Cloud. The data connector enables consumer packaged goods (CPG) clients—including early adopter Del Monte Foods, Inc.—to connect digital ad impressions to offline purchase data while a campaign is still running, so marketers can optimize in-flight online advertising campaigns to more effectively reach consumers and drive sales.
Oracle Data Cloud helps the world’s leading marketers and publishers deliver better results by reaching the right audiences, measuring the impact of their campaigns and improving their digital strategies.
With Amobee’s Sales Accelerator, Marketers Can Effectively Reach Their Target Customers and Improve Performance
Brenda Tuohig, VP and General Manager at Oracle Data Cloud, said, “Timely information on sales impact is vital for marketers to make the right decisions on digital tactics and resource allocation. We’re proud to work with an innovative company like Amobee and experiment with new and different ways to help marketers more quickly measure how online campaigns are driving offline sales. By optimizing campaigns in flight using sales data, marketers can more effectively reach their target customers and improve performance.”
Oracle Data Cloud provided Amobee with offline transaction data on a weekly basis. Amobee ran the data through its DMP and the ads were served through the Amobee DSP. This gave marketers at Del Monte deep insight into how consumers were interacting with the ads and the ability to optimize the ads across channels, device, and segments to drive more offline sales. Ultimately, this decreased the cost per purchase by 63 percent and increased the purchase rate by 2.5 times.
Del Monte Foods Used Critical Insights and Context on Consumer Habits
Del Monte Foods, an Amobee first client that was first to utilize Sales Accelerator, piloted programmatic advertising campaigns for its various perishable products. It connected offline to online marketing by optimizing in-flight ads with timely in-store data, giving critical insight and context into consumer habits.
For the vegetable segment, Del Monte Foods saw overall viewability performance increase by six percent with a 225 percent increase in purchase rate against transactions tied directly to campaign impressions among the coveted Millennial demographic. The company also saw that it was converting a younger target audience by using video in a concrete way to drive sales impact.
At the time of this announcement, Jennifer Reiner, Sr. Director Omnichannel Marketing & e-commerce at Del Monte Foods, Inc., said, “Connecting the dots to fully understand the correlation between offline and online sales and how to most effectively reach consumers along their path to purchase has been invaluable for Del Monte.”
Jennifer added, “Amobee and Oracle Data Cloud are cutting-edge collaborators with the foresight to provide this state-of-the-art solution, allowing us to gain insights during the campaign to see immediate, actionable results for in-flight campaign optimization (versus post-campaign) resulting in measurable sales lift and cost efficiencies.”
Access Granular Data Using Amobee’s Sales Accelerator, Powered by Oracle Data Cloud
Amobee’s solution uses offline transaction data from Oracle Data Cloud’s aggregated and anonymized sources like loyalty card programs, allowing CPG brands the ability to integrate offline sales on a weekly basis. With Amobee’s Sales Accelerator, marketers are able to leverage Amobee’s platform to access granular data, allowing them to effectively analyze the impact of top performing audience segments, websites, ad frequency and other tactics on in-store purchases to inform online strategy and optimize campaigns mid-flight.
Get A Unified Solution that Seamlessly Optimizes Active Media Campaigns
Katie Ford, Chief Client Officer, Amobee, said, “Working in concert with Oracle Data Cloud, Amobee is giving CPG brands and agencies a unified, world-class solution to seamlessly optimize active media campaigns mid-flight both programmatically on the open web and via social media channels. Powered by machine learning, business intelligence insights, and analytics, Amobee offers clients deep value, allowing them exclusive access to products and tools to make better, smarter marketing decisions and drive results.”
One of the world’s largest independent advertising platforms, Amobee unifies key programmatic channels including all major social media platforms, formats, and devices, to provide both managed- and self-service clients with easy-to-use data management and media planning capabilities as well as actionable, real-time market research and proprietary audience data.
Simplifying the delivery of advertising across all channels and screens, including video, display, mobile, and social, the platform includes the Amobee DSP, Amobee DMP, Brand Intelligence and DataMine analytics, which converts raw data into a custom audience and campaign insights, empowering marketers to make more informed decisions.
Currently, Oracle Data Cloud operates the world’s largest audience data marketplace. Leveraging more than $5T in consumer transaction data, 5+ billion global IDs, and 1,500+ data partners, Oracle Data Cloud connects more than two billion consumers around the world across their devices each month. Oracle Data Cloud is made up of AddThis, BlueKai, Crosswise, Datalogix, and Moat.