Specsavers media buying optimization

Case study | Optical Retail

Revolutionizing the way media buying is optimized

We partnered with Specsavers and global media agency MediaCom Group to optimize our client’s media buying and automate the manual process of budget allocation and pace management for a given campaign period.

Background

Over the past few years, technical limitations and political restrictions regarding the collection and use of third-party data have made it increasingly difficult for advertisers to attribute conversions back to digital media activities. This has made it more limiting to optimize media buying and ensure effect and ROAS.

To address this challenge, Specsavers together with Acceleration Nordic and MediaCom Group Denmark developed Paradigm: a digital attribution and optimization tool that works independently of cookies. Via direct API integrations to media buying platforms like Google Ads, Facebook Business Manager, and Google DV360, Paradigm optimizes budget allocation per media channel and campaign pacing based on performance insights across media channels.

Key Solutions

Digital Attribution Modelling
A dashboard-based automated and dynamic performance solution:

API connection to all the individual media buying platforms
Future-proof attribution model running in Google Cloud on client KPIs and media data
Front-end evaluation of media investments at a highly detailed level
Activation of findings through algorithms directly back into the buying platforms

Ambition

This automation aimed to maximize the impact of Specsavers’ digital media investment and to increase business value, which tests have confirmed that Paradigm does. In other words, Paradigm is set to – dynamically and fully automatically – evaluate media investments in real-time and allocate an optimal media budget directly to media purchasing platforms.

Solution

Our solution is Paradigm – the first digital attribution and optimization tool.

In addition to evaluating media investments in real-time, Paradigm also activates the updated findings directly in the media buying platforms.

The optimal media allocation is activated by a cross-platform algorithm that delivers an optimized budget allocation and pacing across digital media channels and TV to the shopping platforms on a daily basis. This process is fully automated through APIs for media buying platforms.

The budget allocation is based on performance data from the dynamic analysis from the past three months. The weekly campaign pacing is assessed on the basis of data from the previous 24 months to account for seasonal fluctuations such as Black Friday and weekday patterns.

Results

The result of the test was unequivocal with a consistently lower cost per acquisition at the conversion point (online booking of sight tests) in all weeks of the test course and a 16% lower total CPA in the test groups compared to the control groups.
This is equivalent to an annual saving in media investment of DKK 3,100,000 across social media, programmatic video and display as well as paid search.

The saved media budget is then reinvested in the same media groups which will result in an incremental turnover of DKK 22,800,000 in Denmark alone.
The prospect of rollout in Sweden, Norway, Finland, and the Netherlands will collectively amount to more than DKK 108 million in increased revenue.