0
More Efficient CPV
(versus Meta similar targeting)
0
Higher VTR
(versus Meta similar targeting)
0
More Efficient CPM
(versus Meta similar targeting)
MASTERCARD GAMERS8
THE LAND OF HEROES
Challenge
When partnering with Gamers8, Mastercard wanted to connect with the youth and gaming community, connect people to their passions, and unlock opportunities. ‘The Land of Heroes’ activation is a collection of unique experiences that rewards the most dedicated and hardcore gamers in the scene. The reality for media targeting is that no two gamers are the same; they have different motives and levels of dedication…but the targeting abilities within platforms can’t make this distinction.
Solution
| Mastercard pioneered identity-based targeting through Dentsu’s Merkury solution. Here, we unlocked the ability to go beyond platform interest targeting and reach true hardcore gamers that "Play to compete" , "spend more than 1 hour gaming every day", "buy games or do in-game purchases and upgrades" . "own and upgrade their gaming consoles" |
Result
| The targeted approach using Carat's Merkury tool resulted in a more efficient cost per view (CPV) by 10%, a 5% increase in view-through rate (VTR), and a 5% improvement in cost per thousand impressions (CPM), underscoring the effectiveness of the identity-based targeting strategy deployed by Mastercard in collaboration with Gamers8. |
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