Adkaora and Savi sign an exclusive partnership: proximity marketing is updated with digital coupons

AdKaora, the Mondadori Group’s digital agency specialising in user-centric mobile advertising and proximity marketing, and Savi, a marketing technology company specialising in the management of discount voucher-based shopper activation services, form an exclusive partnership that aims to promote the use of digital coupons at the main retail brands.

It’s a project that aims to offer customers a new level of proximity marketing able to influence the shopper journey through mobile couponing. More than 40% of Italian families are dedicated to looking for discounts and offers, and almost 60% of them carefully evaluate prices and quantities of the products they intend to buy (Iri Fmcg Demand Signals, October 2022).

This is a buying habit that, according to research by Savi, has grown by 25%, compared to 2021, and which today represents 10.5% of total cash transactions.

The integration between AdKaora’s advanced proximity marketing suite and Savi’s shopping activation technology therefore makes it possible to enhance brands’ marketing strategies, encouraging brand awareness, consideration and conversion thanks to the involvement of different media channels: from standard display formats and rich media created ad hoc by AdKaora Creative Studio, to push notifications, through Stocard formats and social planning carried out together with Hej!.

These tools are combined with drive to store objectives, as well as product launches, loyalty, customer acquisition and sales increases, allowing us not only to engage the user in the points of interest involved in the campaign, but also to collect important insights for brands thanks to footfall and post-campaign analysis.

Andrea Zermian, Savi’s Sales and Marketing Director: “Until today, media strategies often stopped ‘outside the store’, failing to follow the customer until in converted into a transaction at the checkout. Today, thanks to the partnership with AdKaora, the loop of a promotional initiative closes with the purchasing act being measured promptly. The transaction, that uses digital coupons and that is done in a fully automated manner through the retailer’s checkout, allows you to follow the shopper through their journey, starting thanks to online media and ending with the transaction in the physical point of sale. So, ultimately, it’s a fully measurable, omnichannel end-to-end experience. Now, thanks to this new collaboration, we’ll also be able to influence customer purchasing behaviour in the ‘moment of truth’, i.e. when they’re inside the store and are shopping”.

Davide Tran, CEO of AdKaora: “The partnership with Savi allows us not only to enhance our advanced proximity marketing offering with an additional user engagement channel, but also to improve their shopping experience, getting close to what’s called the ‘last mile’ in a targeted manner. Savi’s digitalisation of the coupon was what many customers wanted and having an exclusive partnership with this solution allows us to be a unique player on the market. In fact, sending the coupon directly greatly affects the purchase behaviour since the user is more encouraged to use the discount they receive on a certain product in the next few days by going to the points of sale. So there’s an opportunity for brands to achieve very specific communication objectives, which at the same time strengthens the drive to store”.

How digital coupons work
The promotion is created digitally on the Savi platform and is distributed through AdKaora channels. It can be used exclusively in a paperless form, which helps both the user experience and managing accepting the coupons at the point of sale.

The CouponLink page, a web page delivered to the consumer with a unique URL, hosts multiple discount coupons, but using them at the checkout only requires that a single “box” barcode located at the top of the page be used. This way the coupons are used favours security and generates useful insights in real time, promoting a seamless experience for the shopper, without requiring them to subscribe to or download any mobile apps.

AdKaora is a Mondadori Group digital company leading in mobile innovation which offers effective tools and solutions from a multi-channel perspective to brands and publishers to reach, engage and influence their target audience, bringing concrete and measurable results. AdKaora mixes data-driven qualitative audiences with exclusive advertising formats, created by AdKaora Creative Studio, which record high results in viewability and engagement, certified by third parties. Depending on the objective, activate the right audience through first-party data from the proprietary DMP or location-behavioural, vertical and premium publishers of the AdKaora Value Network.  The strong technological component is the plus for Proximity Marketing strategies. AdKaora enables and integrates the best technologies on the market with consolidated proprietary assets, offering an end-to-end Advanced Proximity Suite, thanks to which it is possible to involve and measure user activation from online to offline up to the purchase.  With an offer of in-gaming formats, immersive and integrated into the game experience, AdKaora reaches a highly profiled, transversal and involved target of gamers and enthusiasts by building new experiences for users, in a brand safe environment with a high user attention level.

Savi is a marketing technology company that specialises in managing services related to the use of discount vouchers and the involvement of consumers in the large-scale retail market and beyond.
Founded in 1982 under the name NCH, a spin-off of the market analysis company Nielsen Media research, and later known as Valassis, the company completed a rebranding process in May 2022 that led it to adopt its current name of Savi.

Savi interacts with 250 active customers in the brand industry and over 40,000 partner retailers, delivering over 50 million promotions every year. More than 40 large-scale retailer brands are then connected in real time with Savi’s proprietary digital platform.

Savi is located in Italy with its own office in Milan and is part of an international network active in the United Kingdom, Germany, Spain and Poland. From these countries it is also able to operate in neighbouring countries, thus benefiting from a pan-European network.

AdKaora and Adgage strike exclusive multi-platform partnership with Anzu to bring intrinsic in-game ads to more advertisers in Italy, Spain and Portugal

AdKaora, a digital agency specializing in user-centric mobile advertising and proximity marketing, Adgage, a Spanish company specialising in mobile advertising and partially acquired by Mondadori at the end of 2021, and, the world’s most advanced in-game advertising platform, have signed an exclusive partnership in the Italian, Spanish, and Portuguese markets to enhance the Mondadori Group’s offering with intrinsic in-game advertising.

AdKaora and Adgage have joined forces with Anzu to help more advertisers seize the unique opportunity to reach a vast target audience of gamers and gaming fans. This gives these companies the edge by anticipating the new communication opportunities that have emerged with the explosion of gaming and metaverse.

Now post-pandemic, the gaming phenomenon has exploded: the global gaming audience has expanded to 3.24 billion people, covering all age groups and nationalities. Accessing such a lean-forward target audience, with very little ‘second-screening’ or distractions from other media is one of the main incentives that increasingly drives brands to allocate more of their budgets into in-game advertising strategies.

Anzu boasts the world’s most advanced in-game advertising solution available across mobile, PC, consoles and Roblox, with IAB-recognized, highly immersive formats, and an expansive gaming inventory, including exclusive AAA titles from the world’s leading game studios like Ubisoft, Razor Edge Games, and Saber Interactive.

The company has also been named Best Ad Tech Platform at the Digiday Media Awards Europe 2022 and Best Tech Partner at 2022’s Drum Awards. Anzu’s patented 3D ad tracking engine and a full suite of integrations with third-party vendors, including Oracle Moat and IAS, provide first-to-market viewability measurement for in-game ads for direct and programmatic campaigns across platforms. Playing a large part in establishing the new Intrinsic In-Game Measurement Guidelines with IAB and MRC, Anzu’s efforts mean that advertisers have never had more confidence to invest in the in-game advertising medium.

Anzu also provides a gateway for many brands to activate advertising campaigns through the metaverse and gaming platform, Roblox. Recognized as one of the world’s best-known metaverses with stringent brand safety measures, particularly towards younger players, this presents brands with a unique opportunity to reach a very young, fast-growing audience aged 17-24 by engaging with them through multiple unique experiences.

Stephanie Lublinski, Head of Partnerships, Emerging Markets at Anzu: “There’s never been a more exciting time for brands to enter gaming as an advertising space. With over 50 million gamers in Italy, Spain, and Portugal collectively, the audience is there and advertisers have the opportunity to reach them right now. We’re delighted to partner with AdKaora and Adgage to broaden the horizons of brands and refresh their campaigns with the possibility of intrinsic, brand-safe, and attention-grabbing in-game ad campaigns.

AdKaora and Adgage have already been launching in-game ad projects with Anzu that have helped to strengthen brand awareness, visibility, and key KPIs, while running in an environment with high brand safety guarantees. Data from HUMAN recently showed that out of 579M events, Anzu’s IVT averaged out at 0.36% on mobile and 0.11% on PC reaffirming that its in-game ad formats have much lower fraud rates than other forms of digital advertising.

Davide Tran, CEO AdKaora: “Video games today generate twice the revenue, in economic terms, of the film and music industries combined, making it a fast-growing form of entertainment with 15 million players in Italy. Because of this, the demand for communicating within the gaming world is increasingly high. For AdKaora to decisively enter a market is to do so with the best possible proposition, and with Anzu it was “game, set and match” at the first sight. We are happy to work with them, and in parallel with los hermanos of Adgage, to develop multi-country projects given the exclusive Italy, Spain and Portugal and develop innovative projects for brands, creating an ecosystem suitable for this type of advertising. Spoiler alert: the integration of Dakar, one of the most played driving simulation games in the world, with Anzu on consoles as well.”


AdKaora launches “In-gaming advertising: communicating is brand’s play” white paper

The Observatory on changes taking place in markets and with consumers of AdKaora, the Mondadori Group digital agency specialising in user-centric mobile advertising and proximity marketing, published new research called  “In-gaming advertising: communicating is brand’s play”   that analyses the impact of the evolution of gaming on communication and online advertising.

Already extremely popular before the pandemic, over the past two years, video games have also proven to exert huge appeal to new audiences, including women, families and seniors, as well as the younger generations. A fact that has aroused immense curiosity in marketers regarding the new categories and their usage habits.

From the research conducted by AdKaora it emerges how – in a period of poor human interaction, where relationships have been mostly cultivated through technology – video games, digital activities at zero risk, have proved to be a valuable source for linking people, as well as a tool for escaping from reality and counteracting the boredom of spending entire days at home. A phenomenon which has consolidated into a real trend, and the numbers confirm that it is here to stay.

The objective of the study was to investigate the evolution of gaming and player profiles, to understand how brands can reach and interface with them in a more effective and significant way, not only thanks to market knowledge, but also to consumer habits and behaviour.

By using in-gaming advertising it is, in fact, possible to exploit the extremely high attention of users by inserting native advertisements within the game itself, to influence the graphics and/or audio of the gameplay without interrupting the user experience.

Here are the key findings that emerge from the study – here the full version is available for consultation:

  •  Gamer. Who are you calling that?
    What happened to the player with glasses, Super Mario t-shirt and trainers on his feet? He no longer exists, or rather, the “archetypal” gamer profile no longer exists. Asking why people play and not what they are playing, is, therefore, the key to gaining a better understanding of this target and intercepting their needs, for developing direct and effective communication. Moreover, also in Italy, the gap between men and women has been progressively closed, as well as the difference between the age groups involved.
  • Gaming is mostly mobile
    In addition to browsing, chatting and enjoying content, consumers are increasingly accustomed to playing on the go. Many games for mobile devices have low access levels: i.e., they are based on “familiar” genres such as puzzles, card games or betting, which can be played anywhere. According to a study conducted by IIDEA – Italian Interactive Digital Entertainment Association -, in Italy, gamers devote 8 hours a week to the game, 5 of which using a smartphone at various times of the day. A figure for which it is reasonable to predict that the number of players playing on mobile devices may increase even more during 2022.
  • How to reach the gamers target?
    In-gaming advertising has – probably more than any other industry – a variety of emerging advertising formats that behave very differently from media in other channels. Thanks to immersive creativity inserted within the game dynamics in a native and realistic way, it is possible to create a positive association with the brand without interrupting the user experience, increasing awareness and enhancing brand recall.
  • Communication opportunities
    A successful in-gaming advertising campaign enables a high brand recall rate: there are high chances for a gamer – mentally very receptive during the gaming experience – to recall the advertising messages that have been incorporated or, at least, the product in question. For brands, therefore, extremely interesting communication opportunities will open up, enabling them to take advantage of very precise profiling and thus build significant content experiences both inside and outside the game in a safe environment, considered by the user as R & R time during the day.

AdKaora and Next 14: strengthening with a solution for identifying users at various touchpoint

AdKaora, the Mondadori Group’s digital agency specialising in user-centric mobile advertising and proximity marketing, and Next 14, a leader in marketing technologies, are strengthening their partnership to offer customers a new cookieless solution tracking users’ purchasing decisions through identification of their touchpoints.

The new user identification method AdKaora is working on with Next 14 is based on matches between cookies and ID devices which, in full compliance with privacy legislation, enrich drive-to-store strategies with even more granular cross-device data to permit optimal planning of new high engagement formats for circular, multi-channel brand communications.

Next 14 recently launched its proprietary Rosetta algorithm: an innovative technology designed to help customers create their own private identity graph based on first-party data – that is, data derived from their own tools, such as CRM, web sites and analysis tools – with the goal of connecting different devices in a multi-channel form to improve campaign reach.

Brands and platforms will thus be able to obtain an all-round vision of their audience as they will know all the devices associated with a single person. This solution is made possible by assigning behavioural data linked with various touchpoints to a single profile, relying on first-party data, destined to become increasingly indispensable as third-party cookies are phased out.

Marco Brandstetter, Next Media – Data & Solutions CEO: “What every advertiser wants is to have an all-round vision of the audience. We work every day on innovative technologies for maximising the efficacy of engagement activities and simplifying the work of the professionals who rely on our tools. AdKaora is once again the partner that can make our tools perform better than anyone else, drawing on their experience and great connection with customers.”

The exclusive partnership between AdKaora and Next 14 has been consolidated by a historic synergy involving constant development of key tools for proximity marketing strategies, from the media involved to analysis of results: Next 14’s push notifications permit interception of consumers at important micro-instants, customising the brand’s message and sending users directly to AdKaora’s Find&Go Now!, an intuitive interactive map that guides customers to the nearest point of sale where they can purchase the desired item. Both tools make it possible not only to engage the user at the points of interest involved in the campaign, but to collect important insights for brands as a result of advanced footfall analysis.

With target definition based on the match between cookies and device ID, the two companies want to further perfect post-campaign insights to be provided to brands for fine-tuning future marketing projects.

According to AdKaora CEO Davide Tran: “We have been successfully working with Next 14 for several years to offer exclusive solutions that bring value to our customers with total respect for users’ privacy and UX. With this further project together, we and our partner have set ourselves the goal of identifying users, who are increasingly multi-device (desktop, smartphone, iPad) and multi-environment (online, offline and metaverse, web and apps), and identifying them as unique users in order to direct targeted, high-performing communications toward them via the most appropriate channel. But this is not all we want to do: through target segmentation based on identity graphs, we also want to supply and guarantee precise post-campaign analysis of consumers, offering brands precious qualitative information on users by following all the touchpoints they use in their customer journey.”

The circle of engagement and proximity in AdKaora’s strategy for Emulsio MangiaPolvere

AdKaora, a Mondadori Group company specialising in user-centric mobile digital advertising and proximity marketing, has been chosen by Sutter to promote its Emulsio MangiaPolvere line of anti-static sprays with a proximity marketing strategy intended to cover all the steps in the funnel.

The campaign, managed with Asset Media and online in November and December, fully met key brand awareness and drive to store goals with a combination of creative high impact formats employing advanced proximity advertising tools to create a highly effect circular multichannel project.

Product awareness was boosted with a new-generation rich media format by AdKaora Creative Studio: the Geyser, an innovative graphic solution with high engagement power designed to offer users a unique brand experience. When opened, the format shows a product presentation video projected from below, ready to explode in the centre of the device’s screen with a geyser-like effect. An interactive carousel allows users to find out about the features of each product in a highly effective customised way through a series of calls to action designed to take users directly to the brand’s website and offer them more information on the item of interest.

To promote footfall in the stores involved in the campaign, the strategy involved use of a mixture of geolocal mobile display advertising formats and near-store, in-store and near-product push notifications, shown to customers in the vicinity of participating stores and set up to steer them to AdKaora’s proprietary Find&Go Now! technology, an interactive map that leads the consumer to the nearest shop where they can buy the product.

Results were positive in terms of both engagement rate and increased footfall: the interaction rate registered with the Geyser format was   13.6%; while the Find&Go Now! engagement rate was 25.6% and uplift in footfall at participating stores reached 22.3%.

To check the effect of the campaign, the AdKaora solutions were, moreover, combined with sales and product data collected through a qualitative analysis by CheckBonus and a quantitative analysis by IRI, both partners of the agency.

With CheckBonus, a variety of marketing tools was used to give visibility to the products and obtain valuable insights in terms of sales drill-down, sales by retailer and sell-out analyses, together with socio-demographic breakdown and consumer behaviour data. A special survey provided information on the factors that influenced purchases, brand and product perception, and the positioning of the brand with respect to competitors. It emerged that the most frequently visited stores were Coop, Conad and Famila: a result confirming the prominence of supermarkets among the points of sale, revealing the extent to which the brand is known for the variety of its products.

The analysis supplied by IRI, which monitors the effects of advertising on product purchasing during a specific period, highlighted positive results in terms of sales uplift with a sales increment of 1.45%.

Davide Tran, CEO AdKaora: “Another successful full pack proximity marketing initiative representing the perfect “marriage” of our rich media formats, which reinforce user engagement and position themselves at the top of the funnel, and our advanced proximity suite. For the latter, analysis of footfall, post-sales and brand lift surveys do not represent the end point of our strategy, but offer inspiration for better organisation of brands’ subsequent advertising plans, on the basis of exclusive insights about products and consumers. In this campaign with Sutter, we have once again achieved important results, to the customer’s great satisfaction, meeting the required KPIs.”

AdKaora and Hej!: a year of development and growth for the Mondadori Group’s MarTech hub

Aggregate annual gross revenues of more than 20 million euro

2021 was a year of growth for AdKaora and Hej!, the Mondadori Group digital companies specialised in mobile advertising and conversational marketing, which, following AdKaora’s acquisition of Hej! at the beginning of 2021, form the nucleus of MarTech, a cutting-edge digital hub and leading player in tech advertising.

With their focus fixed firmly on the future and new challenges, the two companies evolved over the year through product innovation, using their strong technological and know-how synergies to create increasingly effective adv solutions for their brands.

Their success is also confirmed by the results reported by the hub, which posted aggregate gross revenues of more than 20 million euro (preliminary figures) – with the newly acquired Hej! contributing approximately 8 million euro –, an improvement of over 50% from the previous year on a pro-forma constant-size basis.

THE MARTECH HUB OFFER – The secret of the success of the two companies is the ability to support their brands step by step in achieving their targets through a technologically advanced, creative consultancy-based approach, which also enabled them to strengthen relations with key clients on the market.

“The synergies between AdKaora and Hej! blended naturally right from the start,” said AdKaora CEO Davide Tran. “For example, the integration of proximity marketing in correlation with the performance marketing campaigns, two different but closely related areas. The new developments of our MarTech hub are still under way, in 2021 we took a first step towards expansion on the Spanish market with the acquisition of 30% of Adgage, a Madrid-based company, through which we aim to export our own products and those of Hej!. I am very satisfied with the remarkable results we achieved this year, and the opportunity to work closely with the Hej! team of talents, with whom we immediately established a strong bond and a shared vision of innovation and the market. 2022 will be a year when these synergies generate full value to offer our clients an unbeatable integrated offer,” Tran added.

In 2021 AdKaora developed a series of new adv solutions based on constant observation of the market. As a result, the proximity marketing offer reached a new level, introducing channels such as DOOH and SMS, and extending planning with rich media formats with a high engagement impact. It also saw the development of Circle, the proprietary platform that enables brands and media centres to monitor campaign results in real time.

In the last quarter of 2021, in anticipation of the gaming trend, AdKaora launched the new native in-play offer: immersive display formats inserted in game dynamics, where the focus is on brand and product awareness, thanks to the high visibility afforded by the communication message.

Hej! also reported unstoppable growth. “2021 was the first year for Hej! on the Mondadori Group’s MarTech hub, and it was very exciting,” said Hej! CEO Stefano Argiolas. “We established a natural alchemy with AdKaora, a process of continuous contamination enabling both companies to set and achieve ever more challenging objectives. Together we design and develop integrated solutions to cover the entire marketing funnel. At Hej! we have continued to invest in innovation and the evolution of our solutions, guided by our sole mantra: tangible results for clients. By its nature, conversational marketing gives us a privileged view of user needs: a view we use for in-depth analyses of aggregate campaign data in order to improve results continually and bring innovation into performance marketing, a segment that has been tied to obsolete processes for too long,” Argiolas added.

Hej! conversational marketing has become an indispensable solution for many brands because of the quantitative and qualitative results it delivers. Thanks to its robust data drilling capability, Hej! can use artificial intelligence to offer clients even more detailed qualitative analyses and campaign insights, which help the entire chain to optimise results. Automated real-time analyses is an undeniable advantage for optimal performance.

Creativity, conversation and customisation merge in the conversational audio display format recently launched by AdKaora and Hej!, which aims to engage all the consumer’s senses when they are choosing a product, and strengthen their discovery. This dynamic multi-sensory experience creates greater product awareness for both online and in-store sales.

The two agencies are also working on the development of brand lift survey solutions, which measure the brand-consumer interaction in an advertising campaign, and identify the extent to which the customer journey changes in terms of awareness, perception, consideration and purchase probability.

CASE HISTORY AND SUCCESSFUL FORMATS – A demonstration of these initial synergies is the successful Somatoline Cosmetic campaign for Bolton, presented by AdKaora and Hej! at IAB Forum 2021: the combination of proximity marketing and conversational marketing made it possible to cover every stage in the funnel, with a multi-channel strategy that guided the user in both online and offline stores, creating a personalised conversation channel with the consumer and following them as the protagonist of their purchase decisions.

The project achieved important results in terms of engagement and visits: AdKaora’s Find&Go Now! obtained a 26.6% engagement rate, reflecting a high stimulus to action and effective activation of drive-to-store dynamics, which led to a 54.4% increase in visits to sales outlets. Consumers also showed an offline/online balance in their purchase habits: from Hej!’s Conversational Engaging Marketing format, 53.4% of users landed on the brand’s e-commerce and, an almost equal share, 46.62% on Find&Go Now!.


AdKaora and Madi Ventura join forces on an innovative enhanced proximity marketing strategy

Created to promote three product lines, the campaign combines latest-generation rich media formats with advanced drive-to-store technological solutions

AdKaora, the Mondadori Group digital agency specialised in user-centric mobile advertising and proximity marketing, is continuing collaboration with Madi Ventura, a key player in dried fruit, which has decided to promote three seasonal product lines – Fichi e Datteri, Linea Difesa and BBMix Funzionali – with a new proximity marketing strategy.

The campaign, managed together with Asset Media, went online in November and December. It was designed to cover each step in the funnel from awareness to drive to store, and to combine the creative power of advertising formats with a strong impact on engagement with the advanced tools of footfall analysis, post-sales analysis, consumer insight and brand lift surveys, in a planning approach integrating online and offline strategy.

Two rich media formats with high engagement power designed by AdKaora Creative Studio were used to enhance brand awareness: the Swipe format for the Fichi e Datteri line and the Geyser format for the Linea Difesa and BBMix Funzionali lines. Swipe and Geyser are innovative interactive formats that give the user a unique brand experience through dynamic forms of interaction for a powerful, personalised discovery of the product: all their calls to action take the user directly to the brand site to obtain additional information, and, with the Geyser format, to see a short video presentation.

To promote footfall in the supermarkets involved in the campaign, the strategy also used a mixture of geolocal mobile display advertising formats and near-store, in-store and near-product push notifications, shown to customers in the vicinity of stores and set up to steer them to AdKaora’s proprietary Find&Go Now! technology, an interactive map that leads the consumer to the nearest shop where they can buy the product.

The campaign produced a positive engagement rate and boosted visits: the interaction rate was 21% with the Swipe format for Fichi e Datteri, 25% with the Geyser format for Linea Difesa and 28% with the Geyser format for BBMix Funzionali. For Find&Go Now!, the engagement rate was 25%, while the uplift for visits to the stores reached 68%.

To check the effect of the campaign, the AdKaora solutions were combined with sales and product data, collected through a qualitative analysis by CheckBonus and a quantitative analysis by IRI, both partners of the agency.

With CheckBonus, a variety of marketing tools was used to give visibility to the products – BB Mix Funzionali in particular – and obtain valuable insights in terms of sales drill-down, sales by retailer and sell-out analyses, together with socio-demographic breakdown and consumer behaviour data. A special survey provided information on the factors that influenced purchases, brand and product perception, and the positioning of the brand with respect to competitors.

The analysis supplied by IRI, which monitors the effects of advertising on product purchasing during a specific period, highlighted positive results in terms of sales uplift with a sales increment of 4.3%.

Matteo Giorgi, E-Commerce & Digital Marketing Manager Madi Ventura: “Proximity marketing is now an integral part of our communication strategies, which are evolving rapidly in a multi-channel direction. With AdKaora we created a complete proximity campaign and took it to another level: brand and product awareness, consumer engagement, and, above all, measurement of results (footfall and sell-out) and the impact of advertising on in-store sales. Insights into consumers were equally important, helping us to monitor the market. An enhancement of all the steps in the funnel together with close attention to KPIs.”

Alessandro Garziera, Partner & Head of Digital Asset Media: “A multi-product advertising campaign with innovative creative assets and monitoring of the entire funnel. The strategic decision to guarantee a complete view of the brand and the products using AdKaora’s innovative tools at the various digital touchpoints proved to be effective. The agency is satisfied with the results achieved.”

Davide Tran, CEO AdKaora: “We are very happy with this on-going collaboration with Madi Ventura and Asset Media, which enables us to support the client with a comprehensive communication strategy. A proximity marketing “booster” combining the effectiveness of our latest-generation rich media formats with advanced drive-to-store technological solutions, to maximise awareness of the different products, which benefited from enhanced concentrated interest, and to transform users into store visits. We achieved important campaign results as well as exclusive insights into the brand and consumers, which will be useful for future communication strategies. The results were only made possible by the integration of the advertising strategy with close monitoring of the KPIs required by the client.”

AdKaora selected by L’Oréal Paris for the launch of its new make-up product

At the heart of the campaign, a drive to store strategy which combines proximity and trade marketing

AdKaora, the Mondadori Group digital agency specialised in user-centric mobile advertising and proximity marketing, has been chosen by L’Oréal Paris for the launch of Accord Parfait Nude, its first tinted serum with 1% Pure Hyaluronic Acid that fills out the skin like a serum and evens out the complexion like a foundation, and to promote some of the company’s best-selling skincare products

The campaigns Product Awareness and Drive to store objectives, developed together with Publicis Media and online since September, have been reached thanks to a combination of digital marketing tools with traditional trade marketing activities inside the stores involved. A strategy conceived to build awareness of the products and increase footfall.

Thanks to the cross-referencing of geo-behavioural and navigation data of interest, which are part of a user panel made up of 9 million device IDs and 26 million cookies, it was possible to precisely intercept the target audience, i.e. women between 25 and 54, interested in make-up, beauty and skincare.

Having identified the audience, a mix of standard mobile display formats was planned to present the new Accord Parfait Nude foundation and the Revitalift Filler to the target audience, who were close to the points of interest. This was accompanied by the use of Push Notifications, which also made it possible to take advantage of the touchpoints and micro-moments that can be activated thanks to smartphones.

All of the formats directed users to the proprietary Find & Go Now! technology, a branded interactive map designed to guide consumers to the nearest store where they can buy the product. In addition, cross-category displays were installed in more than 100 participating stores with the aim of promoting products in the make-up and skincare sectors.

A data analysis phase completed the strategy, which proved to be significant in validating the effectiveness of the levers used. First of all, a footfall analysis made it possible to measure the effect of the campaign on the increase in visits to stores and to meet the drive-to-store KPIs.

In addition, thanks to a series of marketing tools and a dedicated section of the CheckBonus app, L’Oréal Paris gained extra visibility. The survey carried out on a panel of CheckBonus subscribers and conducted during the campaign also allowed the clients to obtain valuable information on sales, consumers’ buying behaviour, the sales trends by outlet and perception of the products.

There were also very positive results in terms of product awareness, thanks to display formats and Push Notifications, which recorded 1% and 2% of CTR, respectively, An engagement rate of 23.5% from Find & Go Now! revealed a strong interest in action on the part of users, also confirmed by the analysis results, which recorded a +167% increase in visits to stores and therefore fully achieving the drive to store objectives.

Davide Tran, CEO of AdKaora: “Working with L’Oréal Paris on the launch of new products and having the possibility to use all the tools we have available, has allowed us to consolidate the circularity of proximity marketing, which has reached a tangible and replicable multi-channel level in a range of product sectors. In addition, for this project, the aim was to develop a strategy that, through activating digital elements, would bring users to points of sale and, in particular, reinforce a typical offline trade marketing initiative such as a cross-category display. Thanks to analysis, a crucial component of our advanced Proximity Suite offer, it is possible to measure the impact of advertising on sales, the effectiveness of the various channels involved, and gain important insights that become must-haves for future communication and strategies.”

The pharmacy of the future: the AdKaora analysis on the evolution of the pharma market

The Observatory on changes in markets and consumers of AdKaora, the digital agency of the Mondadori Group specializing in mobile advertising and proximity marketing, has published the new research “The pharmacy of the future”: focusing on an analysis of the transformations in pharma sector in 2021 and the definition of the new profile being adopted by pharmacies as they evolve as points of sale.

In 2021 physical pharmacies have broadened their catchment area, expanding from a traditionally local clientele to customers of online pharmacies, which are constantly growing as support platforms for physical outlets, which continue to offer a customer experience that cannot be replicated on the web.

In addition to providing medicines and health and beauty advice, pharmacies are also becoming authentic prevention centres and service hubs, which while on the one hand requires a significant effort in terms of adaptation and investment aimed at supporting the transformation, on the other hand they continue to have undisputed advantages.

The aim of the survey was to investigate how consumer needs regarding to pharmaceutical products have changed and changes in buying habits, the relationship with physical points of sale and the effectiveness of advertising.

The research is the result of AdKaora’s consolidated knowledge of the market, thanks to the management of geo-fencing and geo-behavioural data on a panel of 9 million ID devices, to an analysis of footfall at more than 470,000 verified points of interest. and surveys conducted on the habits and behaviour of the procurement managers of the CheckBonus app, with which the brand has a multi-year partnership.

Here are some findings that emerged from the study:

  • Changes underway: pharmacies are commercial operations that also play a role in providing assistance to people, thus confirming their role as a fundamental and high-potential market that is changing and becoming “service pharmacies”.
  • The bricks-and-mortar pharmacy as a point of reference: consumers believe that physical stores are irreplaceable, even though they are increasingly multichannel in terms of the purchasing process.
  • Quality and reliability: not very permeable to concepts other than quality and reliability in terms of health, consumers tend to see the pharmacist not only as a seller, but also as a source of expert advice.
  • New communication must-haves: brands have started investing once more in communication with a renewed approach and new principles to be taken into consideration.

For the full version of La farmacia del futuro(The Pharmacy of the Future), click here.

The survey is part of an in-depth analysis on consumption and purchasing trends that the AdKaora internal Observatory produces regularly during the year, using analytical and measurement tools used for client’s advertising strategies, such as granular data, footfall analysis and consumer insights, which are subsequently used scientifically for information purposes and exclusive publications.


AdKaora confirms its position among the leading players in mobile marketing and looks to the future

The growth of AdKaora continues as it confirms its position among the leading players in mobile marketing in Italy following the acquisition of Banzai in 2015, now part of the Mondadori Group.

The agency, which is specialises in the provision of marketing and advertising solutions, ended the first 9 months of the year with an increase in revenues of over 60% compared with the same period of 2015, thanks to  a significant hike in mobile planning, which generated revenues of €2.6 million during the period (consolidated by the Mondadori Group since 1 June 2016).

This particular business line was driven by the development of an internal mobile DSP, hakaMobile, the proprietary DMP enhanced by intragroup data and exclusive publishers, as well as the development of creative and technological solutions, such as the PlaySunrise video format and the drive to store Pass2Ngage, a powerful online/offline bridging tool.

“Innovation and quality are tow very important drivers for us and, by choosing our products, our customers recognise the added value of every collaboration. We are extremely satisfied with the results that we have achieved but, obviously, we won’t stop here. Indeed, we have a number of new projects in the pipeline for the end of the year,” announced Luca Nigro, co-founder and chief innovation officer of AdKaora.

In terms of the company’s organic growth the recent creation should be noted of, on the one hand, a marketing division, with the task of analysing market trends and anticipating the evolution of the market to provide an increasingly articulated and structured offer, while also consolidating the agency’s positioning. Head up by Antonella Caliandro, who, after a number of years at Alkemy, moved to AdKaora where she has taken on increasing responsibility before being appointed Marketing Manager.

On the other hand, AdKaora has strengthened the already close collaboration with agencies and media centres with the appointment of Francesca Degasperis as Agency Relationship Manager. After a number of years of experience in companies such as Dada, Buongiorno and the start up BeeAd, she will have the responsibility of coordinating the sales team and supporting AdKaora’s vast offer with the principal objective of offering its clients the best cross-device solutions in the market.

“AdKaora is in a very important phase of its development. The health of the company is excellent, but as real fighters, we are already looking to 2017 with renewed enthusiasm and a mission and determination to continue to grow in a health and organic manner. This is the basis for the decision to create a marketing unit, led by Antonella Caliandro, who brings her crossover company and agency experience in digital marketing, and to entrust to the extensive experience of Francesca Degasperis in the world of mobile advertising the consolidation and development of the business with agencies and media centres,” said Davide Tran, CEO of AdKaora.