GRIT: Hotspex On Track to Once Again Be Among Top GRIT Global Innovators through a Breakthrough Google Integration

Challenge

We interviewed several CMOs to understand what’s keeping them up at night. It was clear that there was an inordinate amount of pressure on CMOs to demonstrate impact and return on their marketing activity.  

So much so, that in some cases, the role of CMO has been renovated and repositioned to Chief Growth Officer. With $1 trillion spent globally in advertising, the biggest opportunity for CMOs to have impact is to ensure that their media investments are most efficiently building brands and driving purchase intent. 

 Solution

Hotspex worked with Google to integrate Hotspex’s emotional and behavioral science with Google’s Deep Learning Knowledge Graphy to target advertising based on context to serve people the right ads at the right time. The hypothesis was that when ads are aligned with the content they run in which means viewers will be more engaged and less annoyed, leading to better viewing experiences (less annoying) and increased ROI on advertising.

Hotspex and Google ran an extensive A/B pilot test with over 1 billion impressions on YouTube Video across leading brands including Coca Cola, Nestle, Honda, BMO and Canadian Tire to test this hypothesis.

Impact

Overall, this approach increased media effectiveness by at least 10% in each of the 7 pilots. This included average skip rate dropping by 18%, Click Through Rate increasing by 18%, Brand Lift increasing 65% and Purchase Intent growing 71%. 

Several of the client pilot suggested that the results were “explosive” and PHD Media’s Vice President, Steve Wendt, called Hotspex Cognitive Media Targeting the “future of advertising”.

 Your Brand Here

If you’d like to learn more about how this technology could improve your reach quality, we would be happy to set up a demo and show you how this technology could provide you with a high-quality targeting package that goes beyond brand safety and creates brand opportunity. [email protected]