Case study
Telfast
Hearts & Science and Telfast Transform Allergy Season Advertising with Data-Driven Precision
The goal
Boost advertising efficiency, optimize budget, and navigate the decline of cookie-based tracking.
The solution
Custom API signal integration: Hearts & Science created a bespoke Telfast algorithm. Real-time API signals for pollen levels with dynamic postcode geo-radius segments ensured timely, relevant messages.
Supply shaping: With Microsoft Curate, the team customized their supply shaping split, streamlining manual line targeting logic in DSP and enhancing operational efficiency.
Comprehensive reporting: Collaborative agreement on trigger logic was essential for informing the algorithm.
“The team at Microsoft Advertising was solution-oriented and collaborative, helping us combine our data-first approach with operational efficiency at scale. As a result, we could bring our vision to life of being innovative and effective with data, in an operationally sustainable way."
— Ashley Wong, Chief Digital & Innovation Officer Hearts & Science, Australia
The results
With Microsoft Curate's API services and bespoke pollen data, Telfast streamlined campaign management, reducing object complexity from 250 line items to 14. They minimized reliance on third-party cookies by updating data twice an hour and targeting audiences by postcode. This reduced media waste and served more impactful creatives to high-pollen areas through high-impact BVOD and rich media formats.
Strategies for success
- Data and trigger logic: Agreement on trigger logic was crucial for the Hearts & Science algorithm, ensuring an efficient Telfast campaign.
- Test, test, test: Rigorous pre-launch testing of programmatic pipes and API signals minimized media waste.
- Consistent communication: Continuous check ins on expectations and issues led to a successful campaign with fantastic results.
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