OneCall

Industry Challenge: Uncertainty about the value of different digital channels and formats.
According to the Big Advertiser Report, as many as 8 out of 10 advertisers are concerned that ads shown are not actually seen. Digital channels have been optimized individually, based on cost per impression (CPM), without sufficiently considering the quality of the impression. In addition, we have lacked a common currency to optimize effectiveness across digital channels.

Category Challenge: Tough competition in the telecom industry.
OneCall is a small player operating in a category with strong brands and very high media investments. With reduced media budgets and a steadily decreasing Share of Voice (SoV), it required an even greater focus on ensuring cost-effective and impactful results from media investments.

We entered the year with a clear ambition to achieve a better understanding and documentation of the effect of digital purchases.
In a fragmented media landscape, where new walled gardens are constantly emerging, OneCall and EssenceMediacom challenged traditional media buying methods.

The objective was threefold:
• Understand and document the effect of digital purchases, so that we can compare attention/impact across different digital media channels and formats.
• Buy more efficiently, so that we can focus on media with the highest attention/impact.
• Buy as cost-effectively as possible to maximize the utilization of limited budgets.

To ensure maximum utilization of limited budgets, the ambition was to implement an entirely new media currency that reflects the actual effect of a digital ad impression.

We developed “The Impact Study” in collaboration with Kantar, with over 30,000 respondents.

The goal was to map how different media channels, formats, and devices affect brand KPIs such as: advertising attention, brand awareness, brand preference, and message comprehension.

The study resulted in 350 unique "impact factors" for digital formats. Each factor (channel, device, format) was calculated based on its ability to capture attention, taking into account elements such as ad length, size, sound, and co-viewing.

The study confirms the hypothesis that channel, format, and device influence the six brand KPIs in the survey. It has long been known that impressions have different value, but now we could actually quantify it and use it as an optimization tool—something entirely new.

Specifically, the study shows that, for example, a BVOD CTV impression yields the highest attention and therefore receives an impact factor of 1. By comparison, a standard display banner on desktop has an impact factor of 0.24. To achieve the same attention as a BVOD CTV impression, you would need to buy four times as many display impressions to reach the same impact.

OneCall used a mix of digital formats with various creatives. The campaign included video (YouTube, CTV & Web TV), digital audio (streaming, radio & podcast), and display (standard & high impact) to ensure presence throughout the entire day.

We used the Impact Factors from the analysis to calculate Impact CPM (iCPM), our new media currency, to account for each format’s ability to capture attention. This allowed us to optimize for attention rather than simply go after cheap impressions based on CPM.

The campaign was set up with a shared budget across video, display, and audio, with dynamic budget splits to shift budgets between the different media channels based on inventory and price variations.

This gave us a fully integrated purchase across the various media channels and buying platforms in the campaign.

To enable seamless buying across three buying platforms, we used our proprietary AI tool, Copilot*, for cross-platform buying and optimization.

Copilot adjusted budgets in real time based on campaign strategies, aiming for impressions with the highest attention (impact factor) at the lowest possible iCPM. The campaign was managed across three buying platforms and a total of 27 media strategies, each optimized for impact.

In summary, this resulted in a fully integrated, AI-driven budget optimization.

The campaign ran for two weeks with a limited budget. Since this was the first time such a campaign was conducted in Norway, we were unsure of what to expect, yet the ambitions were high. And rightly so—the results were remarkable.

All measurement parameters showed positive movement. We bought more cost-effectively, thereby ensuring higher attention at a lower price. Purchasing across platforms while continuously optimizing budgets in real-time was an unequivocal success, also influencing other key sales drivers like website traffic.

The results speak for themselves, and unsurprisingly, this campaign approach has now been implemented for all activities we carry out with OneCall.

The case was awarded bronze for "Innovation of the Year" and "Data-Driven Insight" at the ANFO MarTech Awards.