Traditionally, brands have looked at integrated campaign planning through the lens of aligning their own media channels for optimal performance, helping tailor messaging at every consumer touch-point. While the integrated planning process is crucial to driving successful marketing campaigns, the growth of the digital ecosystem and number of factors that influence consumer behavior requires brands to adapt and integrate campaigns with external data sources.
Under the assumption that individuals are not only influenced by factors within our brand’s advertising plan, but more so by external micro-moments, such as “I want to know” or “I want to do” moments (Think With Google), our team and Morgan Stanley crafted a multi-channel approach for external data integration to drive performance for Morgan Stanley.
The two integrations our team worked through included the following for Morgan Stanley –
- Real-Time TV Syncing With Paid Search To Drive Customer Acquisition
- Real-Time Sport Event And TV-Sync To Drive Performance During PGA Event Sponsorship
For the TV-syncing paid search campaigns, TV-synced conversion rates (FA Searches and FA Contacts) increased by 35%, share of voice increased by 92%, and CTR increased by 58% compared to their evergreen counterpart. Additionally, for the real-time sport sync, our team and Morgan Stanley achieved Twitter engagement rates 23% higher than industry benchmarks over the course of the official PGA sponsorship.
By looking at external data points for campaign integration, our team was able to improve both customer acquisition and social engagement metrics, helping show the value of integrating campaign activation with external data sources.