Mastercard and Yahoo7 to Power Tailored Marketing Efforts
March 22, 2017
Mastercard and Yahoo7 today announced the launch of Mastercard Advertising Insights to help Australian companies more effectively market to their customers. These insights will help identify consumer trends - as local as postal code - that can be activated across Gemini, Yahoo's proprietary native marketplace and the Brightroll video DSP+.
Mastercard Advertising Insights improves advertising effectiveness based on insights derived from anonymous, aggregated Mastercard transaction data, rather than browsing patterns. Yahoo7 will pair these insights with their own online populations, allowing industries such as restaurants, retailers and travel to more successfully deliver targeted offers and benefits.
Omnicom's OMD & Michael Hill Jewelers Find Success
Michael Hill Jewelers and their agency, OMD, were amongst the first to use this new offering. To increase traffic to site for their 'Christmas Gifting Sale', Michael Hill needed to engage certain customers with relevant messages at a proper frequency. Finding a more strategic way of identifying the right customer segments with a high propensity to respond was essential.
Using Yahoo's Gemini Platform and its Custom Audiences solution Michael Hill was able to send Christmas offers to customers with the highest propensity to purchase jewellery.
Anna-Maree Shaw, chief marketing officer at Michael Hill International said, "The unique paring of Mastercard and Yahoo7 powers our ability to deliver more relevant offers to customers at key micro-moments in the shopping journey. It’s a win-win. Our customers receive a great experience while we see more effectiveness in our marketing programs."
Andrew Cartwright, Senior Vice President and Country Manager, Australia, Mastercard said, "During challenging economic times, it's increasingly important for businesses to monitor consumer spending trends; it's these trends that give businesses the opportunity to better connect with customers moving forward."
The campaign achieved more than a 300 percent lift in click-through rate vs benchmark, and the results set in motion more propensity-based offer design for Michael Hill.
Paul Sigaloff, commercial director at Yahoo7 said, "The powerful combination of our custom Audience Insights with Mastercard provides clients with the most effective audience tools available. Our audience profiles, built on the richest and most diverse data in Australia, enables clients to find the right audience, while the power of Gemini and BrightRoll DSP+ delivers content to consumers during the most effective micro moments of their purchase journey. Our unique proposition is already proving its success with significant uplift in client campaigns."
Jay Sears, Senior Vice President of Media Solutions at Mastercard Advisors said, "Given its array of assets, Yahoo7 is an exciting partner for Mastercard in the Australian market. Together we deliver a unique combination of browsing trends with actual transaction data, which is far superior to survey or derived data as it demonstrates real spending patterns."
Advertising Insights is part of a suite of media services developed by Mastercard to help advertisers and agencies bring greater efficacy to planning, activation and measurement of media.
Yahoo7 is the first Australian media partner to provide Mastercard insights, now available across BrightRoll DSP and Gemini, Yahoo’s proprietary native marketplace.
About MasterCard Advisors
Mastercard Advisors, a division of Mastercard, provides clients around the world with insights and solutions that drive business impact and ROI. The company uses advanced analytics and deep payments expertise to translate data into actionable behavioral insights and customized services. With more than 43 billion anonymized transactions processed annually in 210 countries worldwide, the company leverages aggregated information and a consultative approach to help financial institutions, merchants, media companies, governments and other organizations of all sizes grow their businesses.
Mastercard (NYSE: MA), www.mastercard.com, is a technology company in the global payments industry. We operate the world's fastest payments processing network, connecting consumers, financial institutions, merchants, governments and businesses in more than 210 countries and territories. Mastercard's products and solutions make everyday commerce activities — such as shopping, traveling, running a business and managing finances — easier, more secure and more efficient for everyone. Follow us on Twitter @MastercardAP and @MastercardNews, join the discussion on the Beyond the Transaction Blog and subscribe for the latest news on the Engagement Bureau.