Virgin Media: Digital Direct Response

Telecom brand Virgin Media wanted to increase returns on its digital direct marketing in the UK. In order to do so it invested in a bespoke research tool to gather more than 3bn ad server records to gain deep insight into consumer path to purchase.

Virgin Media: Digital Direct Response

Manning Gottlieb OMD

The team

Alison Smith, George Maynard, Georgios Polyzois, Kikko Sbrescia.

How did the campaign make a difference?

Virgin Media's new bespoke attribution model allowed extensive digital pathway analysis; analysing how each advertising event contributed allowed a step-change in how spend was allocated. This achieved a 22% saving in digital marketing without impacting orders, and a 46% saving in display advertising whilst increasing orders by 15%.

What details of the strategy make this a winning entry?

Virgin Media is one of the largest digital DR spenders, so its DR campaigns run at high...

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