Amobee has launched a Sales Accelerator solution, powered by Oracle Data Cloud. The data connector enables consumer packaged goods (CPG) clientsincluding 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.
Del Monte Foodsone of Amobee's first clients to utilize Sales Acceleratorpiloted programmatic advertising campaigns for its vegetable, fruit / chia and College Inn products, connecting 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.
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, devices 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.
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, says Jennifer Reiner, Sr. Director Omnichannel Marketing & Ecommerce at Del Monte Foods, Inc. 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 (vs. post-campaign) resulting in measurable sales lift and cost efficiencies.
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...