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Publicis Media, Smartclip and Zeotap join forces for the latest digital campaign for the Mercedes-Benz Citan

Publicis Media, Smartclip and zeotap achieve a 192% conversion uplift in its latest campaign to promote the van model Citan from Mercedes-Benz.
The KPI uplift is the result of combining zeotap’s deterministic data, with a precision of up to 94%, altogether with Smartclip’s creative distribution via its premium network.

With the objective of boosting sales for the light van Citan, Mercedes-Benz Spain wanted to reach small and medium enterprises in the digital environment and increase site visits. Publicis Media, Smartclip and zeotap worked closely together towards this goal and showed the client how to reach optimal results.

Thanks to Zeotap’s deterministic data coming from telecom operators and other exclusive enterprise sources, the company is able to target any audience with a precision of up to 94%, and up to six times better than market average. Such precision has been audited and verified by the independent AIMC (Asociación para la Investigación de Medios de Comunicación) in Spain, making zeotap the first company to publish a comprehensive data audit, in an effort to bring more transparency and trust to the market. For the Citan Mercedes-Benz campaign, the “Small Business & Freelance” segment was activated and zeotap guaranteed that such audience would be reached with maximum precision.

Smartclip was the platform of choice to execute the campaign and enable the suggested segments by zeotap. As of today, the company counts more than 200 premium publishers categorized by themed verticals, thanks to which it can offer large reach to any campaign. Additionally, the technology and team behind Smartclip ensure campaigns are served, optimized and results guaranteed – always in a 100% Brand Safe environment audited by external tools like MOAT and IAS.

Thanks to the combination of Smartclip’s SSP and Publicis Medias’ innovative approach to include zeotap’s data, Mercedes-Benz saw a major uplift across its main KPIs, with a +175% in CTR and a +192% in conversions.

“This success story shows the effectiveness of activating data directly through an SSP, and the outstanding results that come after it. This approach streamlines the management of publishers’ inventory, to offer useful impressions of a high quality to advertisers.”Ángel Fernández Nebot, Country Manager Smartclip Spain.

“Our objective has always been to deliver performance improvement to every single one of our clients’ campaigns by enriching it with the best quality data at scale that’s available in the market today. For companies like Mercedes-Benz Vans in Spain, whom target is mainly defined with sociodemographic parameters, our verified data guarantees the highest precision.”Ariane Páez, Senior Partnership Manager at zeotap Spain.

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