Imagine consumer engagement translated to E-commerce conversion with the use of contextual advertising powered by AI, backed by on-point media strategic thinking? This recent innovation in marketing solution emerged as the Best Cross Platform Campaign, lifting brand engagement up to 14% resulting from a successful interplay between AI and human behaviour.
SilverPush, the AI-powered cross-screen marketing-technology platform, and Mindshare Philippines, official agency of record for Unilever, have been awarded the Best Cross Platform Campaign at The Drum Digital Trading Awards APAC 2018 for its work with Clear in the Philippines. SilverPush and Mindshare were also a top finalist in the Best Mobile Campaign category.
In photo: Team SilverPush and Mindshare at the Drum Digital Awards with the award for Best Cross Platform Campaign (L-R: Sudipta Roy, Team Unilever AAR Lead, Mindshare; Carlo Ventosa, Sales Director, SilverPush; Oscar Maalihan and Sean Go, Mindshare; Kartik Mehta, CRO, SilvePush; Drum Digital Host)
“We are extremely honoured to be gifted this award by The Drum,” says Kartik Mehta, CRO at SilverPush. “The award reassures us that the product that we are building is able to provide real value for advertisers to measure and maximize their TV reach through cross-screen marketing platforms powered by patented algorithms and AI.”
Pitched against strong competition, SilverPush, along with key media strategy from Mindshare, came out on top with its unique approach to cross-platform advertising that involved understanding their consumers’ multi-screening habits and then delivering advertisements with high continuity values across screens and platforms to persistently engage users.
“More than 60% of consumers multi-screen while watching TV. Clear partnered with SilverPush’s cross-screen synced technology to detect adverts on TV and trigger on social media at the same time. This solution made the campaign actionable from Offline to Online, leading consumers to e-commerce conversion,” said Abhishek Gupta, Managing Director – Team Unilever, Mindshare Philippines.
Clear found that 35% of their target young male demographic consumed sports content using the Internet. Subsequently, during the 2018 FIFA World Cup and the 2018 PBA season, working with Mindshare, SilverPush helped Clear to extend their reach from TV to mobile by identifying contextually-relevant moments of the TV broadcast that could be used as triggers to deliver communications across high reach online platforms. SilverPush’s innovative technology and deep understanding of consumer habits captured a growing segment, (users who multi-screen), and boosted Clear’s post engagement rate from 0.4% to 14.1%. This demand translated to a steep rise in transactions of its products on e-commerce website Lazada.
Looking ahead, SilverPush is gearing up for expansion into the United States as well as emerging markets in South Asia, Africa and the Middle East. They are also aiming to further develop their unique real-time solutions in contextual formats beyond TV for the Southeast Asia market to provide seamless digital experiences for established and emerging brands, as well as the customers they serve.
Watch the submission entry here:
Founded in 2012, SilverPush is a global leader in providing real-time TV tracking and TV-to-digital sync solutions for advertisers to measure and maximize their TV reach; namely via cross-screen marketing platforms powered by patented algorithms and artificial intelligence.
The pioneer of India’s first mobile demand side platform (DSP), SilverPush also provides performance marketing solutions as well as end-to-end e-commerce solutions for established and emerging brands. The company is now present in 12 markets across Asia and Africa: India, Indonesia, Thailand, Malaysia, the Philippines, Vietnam, Singapore, South Africa, Tanzania, Japan, Egypt and the United Arab Emirates.
For more information, please visit: www.silverpush.co.
