Case Study: Forever 21 & Mobile Audiences at Global Scale

F21WEBSITE2With over half of all minutes online spent on mobile devices, brand marketers go to Sociomantic and DoubleClick Ad Exchange (AdX) to access display inventory across various browsers and apps.

The Sociomantic Streaming CRM for Mobile solution enables brand marketers to reach their customers and prospects on this critically important channel – across all devices, operating systems and browsers. The display platform uses a proprietary HTML5 framework, which enables eCommerce marketers to serve personalized ads across mobile web and in-app inventory, including Apple’s Flash-free iOS and Safari browser.

Untitled-2To develop and test Streaming CRM for Mobile, Sociomantic worked with DoubleClick Ad Exchange to ensure programmatic access to a global pool of high quality inventory in all formats. “It’s great to see buyers developing solutions that utilize HTML5 and that can take full advantage of the mobile inventory on DoubleClick Ad Exchange, across browsers, apps and devices,” says Scott Spencer, Director of Product Management for the DoubleClick Ad Exchange.

“We’re looking to scale our online and mobile business faster, drive more return on ad spend and increase revenue through paid channels. Sociomantic and AdX are helping us accomplish these goals.”

– Gerard Florendo, Forever 21

Quality and Scale Across the Mobile Ecosystem

Sociomantic is able to reach audiences across the fragmented mobile ecosystem, including Apple’s iOS which accounts for 57 percent of mobile commerce transactions in the U.S. today. After launching a mobile campaign with retail brand Forever 21 in October 2013, Sociomantic immediately noticed impressive results.

With access to an increased volume of quality audiences via AdX, Forever 21 achieved:
  • 20% higher CTR on mobile web campaigns that featured Sociomantic’s dynamic creative when compared to desktop campaigns.

  • Post click conversion rates on mobile stayed consistently within 15% of desktop conversion rates.

  • Increased overall campaign volume by 15% while maintaining same ROAS.

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“Our goal is to create a holistic marketing strategy based on where our customers are spending their time online – and right now that’s mobile,” said Gerard Florendo, manager of online marketing and web analytics for fashion retailer Forever 21. “We’ve been working with Sociomantic for several months and even early in the process we have seen increased traffic to our mobile site and double-digit improvements in conversions. We’re looking to scale our online and mobile business faster, drive more return on ad spend and increase revenue through paid channels. Sociomantic and AdX are helping us accomplish these goals.”

Segments-of-One Personalization

Sociomantic delivers segments-of-one marketing at scale by utilizing clients’ supplemental first-party information – including CRM, loyalty and yield management data – to better inform and refine their pricing and messaging strategies. These real-time CRM integrations enable Sociomantic to target customers cross-device, giving marketers a unified view of their customers and prospects across all RTB display channels.

“Mobile convergence and globalization are two things we’ve been counting on since the early days, and you see it reflected in our technology,” said Thomas Brandhoff, Sociomantic co-founder and managing director. “It’s been amazing to watch the industry mature, and our clients are thrilled to now be able to use the same techniques they’ve come to love from our desktop solutions in the mobile channel — especially on iOS.”

Why AdX?

Quality Inventory at Global Scale

“AdX is a long-time partner of Sociomantic,” says Jason Kelly, CEO for Sociomantic. “We provide ecommerce programmatic display solutions in over 60 markets worldwide and AdX is a powerful source of quality inventory at global scale.”

Reach Across Fragmented Mobile Market

Sociomantic mobile campaigns, which include retargeting, prospecting and loyalty, are purchased via RTB using the company’s bidding engine. “With the launch of our Streaming CRM for Mobile solution, and reach AdX provides on flash-free inventory, our HTML5 ads can reach any mobile device which provides more volume for marketers,” says Kelly.

The Bottom Line

Sociomantic relies on AdX to drive scale. According to Kelly, “not only does AdX provide an enormous volume of mobile inventory, but the quality of audiences is excellent. AdX has increased the amount of users available to brands that have not been there before.”

 


 

About DoubleClick

doubleclick-logo

Google’s DoubleClick™ products provide ad management and ad serving solutions to companies that buy, create or sell online advertising. The world’s top marketers, publishers, ad networks and agencies use DoubleClick products as the foundation for their online advertising businesses. With deep expertise in ad serving, media planning, search management, rich media, video and mobile, DoubleClick products help customers execute their digital media strategy more effectively.

About Forever 21

F21-Logo_Sm Celebrated by many style conscious and trend-savvy shoppers, Forever 21 has quickly become the source for the most current fashions at the greatest value. Forever 21 is growing quickly, featuring new and exciting store environments, a constant flow of fun and creative clothing designs and the accessories to make your look come together at the right price. A phenomenon in the fashion world, Forever 21 provides shoppers with an unprecedented selection of today’s fashions, always changing and always in style.

Overview

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Results

20% higher CTR on mobile web campaigns that featured Sociomantic’s dynamic creative when compared to desktop campaigns.

Post click conversion rates on mobile stayed consistently within 15% of desktop conversion rates.

Increased overall campaign volume by 15% while maintaining same ROAS.

Goals

Deliver personalized marketing messages for brands across mobile web and in-app inventory, including Apple’s iOS devices and Safari browsers.

Increase revenues for the world’s top eCommerce marketers via retargeting, prospecting and loyalty campaigns.

Approach

Build industry-first HTML5 dynamic bannering technology to reach all multi-device environments.

Advance Sociomantic’s integration with DoubleClick Ad Exchange to increase mobile reach across global brand-safe inventory.

Utilize streaming CRM data to enable personalized offers and effective targeting at scale.


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