SINGAPORE: Real-time data has helped Mondelez, the food and drinks giant, to adjust programmatic creative for an under-performing banner ad for Oreo cookies in China, a simple creative change which increased conversion rates threefold.

"When we first started to banner advertise Oreo Thins, we weren't getting the click-through rates that we wanted, but the data led us to a change in the creative," said Ganesh Kashyap, Mondelez's General Manager e-Commerce in Asia, in an exclusive interview with Warc.

"What we did was we actually showed the Oreo Thin, slowly turning around in the banner, so you could see the (smaller) cross section of Oreo. Click-through rates shot through the roof."

(For more on how Mondelez increased sales conversions and display ad engagement, read Warc's exclusive report: Mondelez taps data-driven programmatic and e-commerce for Oreo in China.)

Conversion rates for Oreo cookies increased threefold from the change, illustrating how Mondelez has been embracing big data to develop the branding edge needed to engage shoppers in China's highly competitive e-commerce space.

While e-commerce transactions make up only 5% of Mondelez's total sales in China today, that percentage is expected to double by 2020.

Kashyap believes the nature of marketing has changed as a result of e-commerce and that Mondelez has had to change with it.

"With e-commerce now, we've had to adjust and adapt that quite a bit – because first of all advertising means something very different now. Every time you have an opportunity for advertisement in the digital medium, you also have an opportunity to drive a shopper conversion," he said.

Data-driven personalisation offers the key to connecting with customers in e-commerce environments, Kashyap said, adding that the Oreo brand in China is using data to target creative, message and impressions to the right shoppers for a more personalised brand experience.

"Personalisation that is only about the packaging and the product is not right, it's much broader than that… data plays a key role in that. The way we're doing that is by using data that is available both in various digital mediums, like social media, but also the data that is actually available within the online retail environment themselves."

Data sourced from Warc