The Globe and Mail

Go to the Globe and Mail homepage

Jump to main navigationJump to main content

Press release from CNW Group

Adconion Direct highlights success in new TELUS case study

Thursday, December 06, 2012

Adconion Direct highlights success in new TELUS case study08:01 EST Thursday, December 06, 2012Adconion Direct partners with TELUS to launch the Samsung Galaxy S III™, validating the value of Cross-Platform Data to identify new audiences and increase engagementTORONTO, Dec. 6, 2012 /CNW/ - Adconion Direct, a global multi-channel digital advertising solutions platform, today released a case study summarizing the results of a recent campaign with Canadian national telecommunications company TELUS, to promote the launch of the Samsung Galaxy S III™ smartphone. The case study was also acknowledged by IAB Canada as a noteworthy example of the benefits of incorporating cross channel audience data into strategic planning.TELUS utilized Adconion Direct's cross-platform audience data in Social and Display to accomplish and exceed each of its campaign goals. Goals outlined included increasing engaged social media fans on their Facebook page, as well as lifting key display performance indicators, and target a new TELUS Audience based on high indexing audience attributions on Adconion Directs platform. The overall approach highlighted how cross-platform data drives better performance for both Social and Display through audience modeling and social fan engagement."Adconion's ability to leverage their cross platform data, combined with social modeling, resulted in 20 per cent improvement in average cost per online acquisition during the TELUS launch of the Samsung Galaxy S III™," said Lara Johnson, Director, Marketing Communications at TELUS.Campaign highlights included:Driving more than 21,000 fans in less than 6 weeks Cross-Channel Audience Insights resulted in an increased click-through rate by four times over the life of the campaign Cross-Channel Audience tactics resulted in acquiring new TELUS customers three times more efficiently than any other partnerIAB Canada, a non-profit fully-dedicated to the development and promotion of Digital/Interactive advertising in Canada, also took note of the campaign. "Clients should bring cross-channel audience insights into their strategic planning," said Chris Williams, president of IAB Canada. "As the TELUS case study shows, advertisers may see improved results when partnered with a platform that can not only share the insights from various channels, but can leverage it in real-time to drive results.""We're really proud that the TELUS campaign demonstrates the benefits of leveraging cross-channel audience data to help accurately build high-definition audiences," said Tina Mooney Barnes, VP and Managing Director at Adconion Direct. "We really enjoyed this partnership and we're pleased to be recognized by the IAB."For more information on Adconion Direct's multi-channel performance marketing platform, please email sales@adconion.com, call 416–637-4658 or visit their website at www.adconiondirect.com. For more information on the case study, please contact tmooney@acdconion.com.About TELUSTELUS (TSX: T, T.A; NYSE: TU) is a leading national telecommunications company in Canada, with $10.8 billion of annual revenue and 13.0 million customer connections including 7.6 million wireless subscribers, 3.4 million wireline network access lines, 1.3 million Internet subscribers and more than 635,000 TELUS TV customers. Led since 2000 by President and CEO, Darren Entwistle, TELUS provides a wide range of communications products and services including wireless, data, Internet protocol (IP), voice, television, entertainment and video. In support of our philosophy to give where we live, TELUS, our team members and retirees have contributed more than $260 million to charitable and not-for-profit organizations and volunteered 4.2 million hours of service to local communities since 2000. Fourteen TELUS Community Boards lead TELUS' local philanthropic initiatives. TELUS was honoured to be named the most outstanding philanthropic corporation globally for 2010 by the Association of Fundraising Professionals, becoming the first Canadian company to receive this prestigious international recognition. For more information about TELUS, please visit telus.com.About Adconion DirectAdconion Direct is a global provider of digital advertising solutions that drive results for advertisers across display, mobile, email and social media. By combining Adconion Direct's exclusive first-party data and cross channel insights with proprietary technology and predictive optimization algorithms, Adconion identifies the most valuable audience in real-time to deliver quality results across multiple devices at scale for advertisers.Adconion Direct is the standalone business powered by Adconion Media Group's global technology platform, a proprietary audience profiling engine that tracks and analyzes over 40 billion audience events monthly. Currently, Adconion has 25 offices servicing 14 countries around the world. It is member of the Interactive Advertising Bureau (IAB), one of the first companies to be IAB certified with its first ever Ad Networks & Exchanges Quality Assurance program and is a founding member of IASH Europe. In 2011, Adconion Media Group provided digital media solutions for 80 of the top 100 global brands. SOURCE: Adconion DirectFor further information: Tina Mooney Barnes, For Adconion Direct Canada, +1 (416) 977 0464, tmooney@acdconion.com; or Krislyn Smith, For Adconion Direct, +1 (619) 237-7700, Krislyn.smith@fleishman.comhttp://www.adconiondirect.com