Leveraging brand 1PD with DV360’s Optimized Targeting to reach high-intent audiences and drive conversions through Action campaigns.

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Bridging the gap between online to offline through multichannel Digital approach, Nilkamal drives footfalls to their offline stores.
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Best First-Party Data Strategy by a Marketer

The Outcome

72%

drop in Cost Per New Transaction

70%

lower CPNTC (Cost per New Transaction) compared to In-market audience targeting

86%

decrease in overall Cost Per Purchase

Objective

tap into a new user base while significantly reducing the cost per new transaction by utilizing first-party data signals through programmatic channels

Approach

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Focused on expanding to high-intent users by algorithmically identifying similar behaviour patterns from real-time signals
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Activated DV360’s Optimized Targeting feature, modelled on redBus’s existing first-party audience
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Leveraged brand’s last 30 days purchaser base to get the most relevant audience signals
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A Video Action Campaign (VAC) format was used to drive lower-funnel performance.
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The creative showcased value-based messaging around cost savings on redBus bookings, coupled with a promo code CTA, making the offering more compelling and action-oriented.
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Real-time signals were used to optimize bidding and placements for conversions.

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