Tata Sky leverages Dynamic Creative Optimization to drive personalization at scale using GMP
Tata Sky runs its campaigns on DV360 to acquire new users for its DTH connection. In order to drive better engagement, Tata Sky wanted to run personalized creatives and thus, serve customized messaging to different users dynamically in real-time.
- Identified major Audience Segments based on relevant interests and passion points like News, Cricket, Movies, etc.
- Contextual communication built for each segment using a variety of dynamic triggers, such as
- Match Schedule & Playing Teams during IPL
- Day of the week
- Demographics - age group, gender and location
- DV360, Campaign Manager and Studio were used to create and deliver dynamic ad variations with tailored messages to different audiences in the right context during the moments that mattered
“Personalized messaging and experiences are established ways of driving effectiveness in marketing. In our digital maturity journey, creative personalization is an important pillar and Google Marketing Platform has helped us create engaging and relevant ads driven on the back of data for our consumers. Running 1200+ combinations dynamically is a huge leap forward.”
“"Leveraging technology for delivering personalized creatives at such a large scale of 1200+ variations is path-breaking! And the result - a 14% drop in CPA just proves the bottom-line impact of hyperpersonalization. I look forward to the technologies getting smarter to give our clients more dynamicity and relevancy in the ads messaging.”