CASE STUDY
Proximus increases relevancy and accelerates campaign creation with real-time feeds
Proximus, Belgium's largest provider for TV, Internet, and mobile phones, frequently updates its always-on campaigns. Tailoring both their message and product offering to a granular audience setup is key here. So, how do they set this up quickly and scalable?
Challenge
Proximus manages complex Always On campaigns across various channels, necessitating frequent updates to creatives and targeting parameters. Each update may involve up to 10 product offers spanning 2 languages, 2 channels, and 10 ad formats, each tailored to specific audience segments in the DSP. While this approach ensures timely and relevant messaging, it also entails significant repetitive work. Proximus seeks to streamline its display, social, and online video advertising processes to accelerate campaign deployment. They aim to automate creative production and campaign execution while retaining control for final adjustments, ensuring error-free, on-brand ads seamlessly integrated with Google Marketing Platform and Meta for Business.
Objective
Dynamic Audience Targeting
Industry
Telco
Solutions
With creative ánd campaign automation, Proximus has reduced production costs of their creatives as well as replaced hours dedicated to repetitive tasks with quality work. The dynamic ads now connect to a content source feed, so when they select a product for their ads, the price or promotion and other product specs are automatically rendered. An integrated product selector ensures that this is a clear and easy process. With feeds that are updated every day, the ads only show in-stock products and up-to-date pricing.
We are very happy with Cape’s tooling, as it saves us hours of manual labor, and we can now be more flexible when creating and publishing our campaigns.
Bram de Lausnay, Marketing Automation and Innovation Manager at Proximus.
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