OMD Uses Deep Learning to Bring Over 4M Impressions for MEO

MEO is the telecommunications brand that revolutionized the Telco market in Portugal. MEO was the first phone services provider that also offered TV and internet services, leveraging next-generation optical fiber infrastructure.

The company is famous for its advertising campaigns featuring actors from the Gato Fedorento, Cristiano Ronaldo, Miguel Oliveira, and many other familiar faces in Portugal.

The campaign was tailored to reach a broad audience in Portugal and build brand awareness for MEO over the Christmas period. This created a two-fold challenge.

The first hurdle was the tight delivery time. RTB House and OMD had just 7 days to prepare and launch an effective campaign, and 10 days to hit KPIs.

Competition was the second challenge to overcome. The Christmas period is the “high-season” for advertisers, and there are many brands competing for a limited pool of ad space. This forces advertisers to pay a premium, which can quickly eat away an ad budget.

RTB House and OMD then created two sub-campaigns, focusing on brand awareness and targeted at users unaware of MEO’s service offerings.

Engaging creatives were then created, tailored to each sub-campaign. When live, the campaign was aggressively optimized using Deep Learning to maximize results, while minimizing costs.

The results were impressive. Despite operating in one of the most competitive seasons for advertisers, we were able to achieve almost 4 million impressions in just 9 days of the campaign.

A combination of clever creatives, and effective targeting, meant that we were able to achieve 78.5% average viewability and 55% Video Completion Rate.