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...