Case Background CASE SETUP. Case Study Pushdown Takeover MAKING DISPLAY ADVERTISING SIMPLE, RELEVANT, REWARDING

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1 Case Background Since the liberalization of the Danish gambling on January 1, 2012, it has been possible for private gaming companies to conclude agreements in Denmark. Unibet is one of the biggest online gambling groups in the European market, with a high focus on online gambling such as sports odds, live betting and various casino games. Since the Danish gaming market was opened, Unibet have increased their investment in advertising. Competition in the bookmaking and odds market for Danish attention has been fierce. During the 2012 UEFA European Football Championship, Unibet Denmark wanted to take advantage of the significantly increased interest in the championship. To promote bets on selected matches, Unibet launched their campaign with Morten and Peter. Morten Jensen and Peter Palland became famous in Denmark due to a documentary series, with them as protagonists, which openly discussed Down s syndrome. Now you can see Morten and Peter again, the most enthusiastic football fans in Denmark, in 30-second long commercials, where they give their expert tips about EURO 2012 together with Joachim Knop (a Danish actor who plays the host). At no point are Morten and Peter the victims of ridicule; they only demonstrate their eagerness and passion for football. CASE SETUP 1

2 Challenges Unibet wanted to increase brand awareness and preference significantly among their audience and EURO 2012 enthusiasts. The idea was to extend the experience known from TV to the online world with the intention of achieving the widest coverage possible. Furthermore, the online campaign also needed to monitor users behaviour towards the ad and be able to track leads. SOLUTION Starcom worked with the creative agency Suzumuchi and Rich Media provider Adform, to achieve their vision and execute the integration of the videos using an innovative format, targeting users who are more affluent and who regularly visit the MSN Homepage. The decision was to use the new format to secure maximum exposure for the advertising message. The consists in the new IAB format Pushdown, which is a leader board that smoothly pushes the website content down to make room for more advertising space, along with a MPU (Multi-Purpose Unit) and customised wallpaper. Both the leader board and MPU hosted a specific video according to the relevant upcoming football match. Initial stage Expanded stage Customised wallpaper Initial stage 2

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4 Results Engagement Rate 10.23% 4X four times better than the average for Rich Media campaigns (Adform European Benchmark Q2, 2012) Unibet Pushdown Takeover Average Rich Media CTR (click-through-rate) 1.79% 3X 12X three times better than the average for Rich Media campaigns twelve times better than standard banners (Adform European Benchmark Q2, 2012) Average Standard Banners Average Rich Media Unibet Pushdown Takeover 4

5 Results Average Visibility Time s 2.2X MSN 2.2 more visible than A 5.6X MSN 5.6 more visible than B Online Football Magazine B (Takeover) Online Football Magazine A (Takeover) MSN (Pushdown Takeover) CONCLUSION Full and extensive campaign reports for tracking users' behaviour Significantly high engagement rates Positive effect on CTR Thanks to the and the positioning in an important publisher (MSN) the campaign gained the visibility proposed and demonstrated that the format is very effective at generating leads, such as sign-ups for new accounts, making first deposits and topping up existing accounts Andreas Floor Client Service Manager Starcom Adform is a great partner in tracking user interactions in banners and on sites. Adform Support is very prompt and solution oriented when it comes to exploring new opportunities. 5