CRM data has been a cornerstone for digital advertising and is increasingly popular as third party data is depreciated. However, activating this data online presents significant challenges. Privacy considerations are at the forefront, with stringent regulations governing how personal data can be used in advertising. Moreover, reach with first-party data is limited. While it is the gold standard of precision, the data does not cover enough of the target demographic, impacting the ability to scale campaigns. Additionally, the diversity of platform requirements complicates the activation process. Each digital advertising platform demands specific criteria for CRM data use, making it challenging to implement a cohesive, cross-platform strategy. In past campaigns, contextual targeting, has also been a go-to targeting strategy. However, using content as a proxy for audience poses problems. For instance, advertising luxury cars on automotive websites seems logical, yet often results in considerable wastage. These sites attract many aspirational visitors – individuals fascinated by high-end vehicles but lacking the financial means to purchase them. So, these methods face limitations in terms of difficulty in activating online, scale issues, and potential wastage. To overcome these challenges, Mercedes-Benz must be innovative and adapt its approach to connect with its target audience more effectively.
The solution
To address the challenges of legacy targeting methods, PHD identified Digiseg as the potential solution. They activate household demographics from publicly available sources, like Statbel and Data.gov.be in Belgium - real-world data - for online targeting. They create neighbourhood maps based on demographic cohorts and then match IP addresses to these neighbourhoods, surpassing the granularity and accuracy of postcodes. Importantly, this data covers all possible IP addresses in a country, ensuring a significantly broader and more accurate reach than cookie-based audiences. The methodology is 100% probabilistic, containing zero personal information; the IP addresses are calculated, not collected from events, and there is no logging or tracking, making it some of the most privacy secure data in the industry.
This innovative advertising technology created real-world demographic segments indicative of luxury vehicle ownership and purchase potential, such as high income and home ownership. This enabled PHD to precisely target online audience segments that reflect the potential
Mercedes-Benz consumer. This approach significantly reduces wastage by targeting only individuals who can purchase, making it a more cost-effective solution. Additionally, it improves incremental reach by using a household targeting method like television but with more qualitative data points. By homing in on specific household demographics, this approach ensures that the message reaches the right people, which leads to more meaningful connections with potential customers. Overall, this innovative targeting strategy proved highly effective, enabling Mercedes-Benz to reach and engage with its ideal audience during the Brussels Motor Show period.
Getting qualitative segments by using qualitative real-world data points Digiseg's methodology provides a novel approach to reach high-value audience segments. By utilising household characteristics derived from publicly available data, Digiseg efficiently targets likely luxury car buyers and existing owners on a large scale, surpassing traditional methods in precision and privacy compliance. Using IP-based targeting, backed by demographic insights, is a significant improvement over cookie-based intent audiences or contextual targeting. Not only is it more effective, but it also demonstrates the potential of data-driven, privacy-conscious advertising strategies. This is a clear win for the cookie-less future that is approaching fast. This method allows for creating highly targeted audience segments without compromising privacy. Unlike cookie-based targeting, which can be more invasive and cause users concern, this approach is entirely privacy-focused, offering consumers peace of mind.
A supercharged media strategy by combining expertise and innovation. PHD's media expertise was critical in identifying and integrating Digiseg's innovative targeting solution with Mercedes-Benz's marketing objectives. This collaboration is a testament to PHD's ability to navigate the complexities of digital advertising and leverage new technologies to solve traditional marketing challenges. The campaign strategy was meticulously crafted to balance reach and relevance. PHD ensured the ads connected with the intended audience while maintaining strict privacy standards. Using Digiseg's methodology, PHD targeted qualitative and high-value audience segments.
PHD's media planning and buying expertise allowed us to optimise the campaign's performance, ensuring maximum engagement with the target audience was reached. The partnership between PHD and Digiseg resulted in a highly effective data-driven advertising strategy that did not compromise privacy standards. Aiming for ambitious goals and surpassing them with pride.
This successful collaboration highlights the power of innovative targeting solutions and the importance of aligning marketing objectives with media strategy. This solution is now widely spreading to the different teams, resulting in more effective digital marketing campaigns across the PHD client portfolio. PHD's expertise in digital advertising and ability to leverage new technologies to drive advanced results have positioned us as potential leaders in the media landscape. We are ready to conquer the post-cookie apocalypse.
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Case movie: https://vimeo.com/929786572/0a908daae5