Telstra: Making telecommunications marketing relevant

This article is part of The Programmatic Primer, Warc's essential guide for advertisers to the latest online advertising techniques. The report includes detailed advice on how to work with companies in the online advertising ecosystem, plus use cases of programmatic in action. View a PDF version.

Australian telecommunications company Telstra built a new platform that used data intelligence to identify who to target and what to communicate, applied customer-centric planning in its creative delivery and attribution modelling to optimise sales performance.

Key takeaways

  • In the case study Telstra is attempting to identify behaviors of individuals who may want a new Mobile phone or plan, and target them. Keep in mind that today; among the largest online media buyers are telephone companies. This is not just a niche case from down under, but likely a general case for the largest advertisers on the web.
  • Another aspect of this case is that it involves many aspects of the ecosystem. This is also generally the case. Everyone needs publishers, for example, and networks and DSP's are always involved in buying. The ecosystem is not a mutually exclusive set of choices, but a synergistic supply chain.
  • Their approach was to traffic hundreds of creatives, and look for what amounted to resonance with those, and categorize the cookies of who was interested in what kinds of services. After that, it was a simple matter to advertise to the people who were more likely to buy. The media strategy was to serve messages only if they could attach an insight to that consumer (cookie). This is good for consumers since relevance improves, and good for advertisers since ROI improves. Results were spectacular, and Telstra continues with this strategy to this day.