To help their advertisers improve their programmatic direct campaigns, MercadoLibre used Google Analytics 360, part of the Google Analytics 360 Suite, to turn their first-party data into tailored audience segments.
“We want to help our advertisers do well,” says Valeria Vinitski, Advertising Business Unit Director at MercadoLibre. “So we made use of our biggest media asset: our data. With over 150 million users, we have unique insights into the shopper journey. Integrating with DoubleClick for Publishers and Google Analytics 360 helped us create precise audience segments that are perfect for our clients’ campaigns.”
MercadoLibre started by creating audience segments for popular product lines like cell phones, cameras, and cars, and then made those Analytics 360 segments available to advertisers. Advertisers using DoubleClick Bid Manager could then negotiate the impression volumes they wanted at fixed CPMs for each of their priority segments.
With these Programmatic Guaranteed deals, advertisers are guaranteed reach and precision, as their ads are targeted to well-defined audiences that are more likely to buy their products. Ads can be tailored for each segment, boosting their effectiveness even more.
The results have been a win-win all around. The new campaigns have produced revenue per 1,000 sessions (RPMs) that are 60% higher than standard campaigns. Thanks to this new premium audience strategy, programmatic deals now account for 35% of MercadoLibre’s programmatic revenue.
MercadoLibre’s clients are also seeing great results. Magazine Luiza — one of the largest retailers in Brazil — found during a recent multi-publisher campaign that 23% of all its conversions could be attributed to MercadoLibre, and more than 25% of all revenue generated was from audiences exposed to the targeted Programmatic Guaranteed ads on MercadoLibre. The campaign drove a great deal of new customer acquisition for Magazine Luiza, with 40% of those new customers being first-time visitors.
“If we want to deliver better ad experiences, we need to use all our capabilities, data, and ad formats, no matter the sales channel,” says Valeria. “Programmatic deals help us optimize our resources and save time while reaching marketing budgets from main brands that we otherwise wouldn’t be able to gain.”
Your site may not have 150 million users (yet), but whatever its size, Analytics 360 can help you boost revenues. Curious to learn more? See the full MercadoLibre story.