We are very excited to announce giffgaff and MG OMD as the first winners of our newly launched monthly awards programme, The Power of Premium Awards.
These new accolades have been created to recognise great work in delivering campaigns across the Premium Web, those online places where people come to be informed and entertained and that are at the heart of Ozone’s audience platform. Eligible campaigns are nominated by the Ozone team, and shortlisted based on standout ideas, approaches, creative or outcomes, or a combination of these.
Each monthly winner of The Power of Premium Awards is then selected by members of the Premium Web Advisory Council, a group of sixteen agency leaders who meet quarterly to discuss how to protect and grow the most impactful spaces of the internet.
Craig Tuck, Chief Revenue Officer, Ozone said, “We’re delighted to announce the launch of The Power of Premium Awards. At Ozone, we know that done well, online display and video can be an incredibly powerful tool for delivering great results for brands. All it takes is a clear focus on what can really make the difference, things that are found in abundance across the Premium Web. We’re very proud to be championing those that are pushing the channel to its fullest potential”.
This month’s winning campaign for giffgaff bundles
While relaunching its range of bundles – monthly packages offering minutes, texts and data – giffgaff prioritised collaborating with sustainable activation partners. Already a partner of giffgaff’s ‘Up to Good’ intiative, Ozone was well placed to deliver this thanks to our Premium Web Video formats and ECOzone sustainability credentials. The campaign was delivered with a combination of smart targeting through our first-party data, and utlisation of our premium direct connection to publishers – which requires 10x fewer bids, and reduced layers of tech, to deliver video impressions with a lower carbon footprint.
This campaign exceeded outstream VTR benchmarks by more than 2x, while two brand studies saw total brand lift of 14% and 20% – the former largely driven by awareness increases, with the latter specifically seeing improved lower-funnel results around purchase intent.
A huge thank you to our judges for this month’s awards; Patrick Dolan, Head of Display & Audio at the7stars, Elle Hill, Digital Director of Peformance, MediaLab Group, and Andy Collins, Head of Planning at Wavemaker.
Speaking of the winning campaign, Patrick Dolan said, ““The giffgaff bundles campaign demonstrated a true future facing plan outcome… (and also) demonstrates that by using the Premium Web you can narrow down the supply chain to ensure that not only are results met and exceeded, but that there is no wastage throughout the campaign”.
Meanwhile, Elle Hill added, “This campaign stood out for combining strong sustainability messaging with smart audience insights. The ethical media choices and measurable impact make it a fantastic example of premium execution and the brand lift results demonstrated that”.
Campaigns for Disney+ through Zenith and The LEGO Group from Initaitive were highly commended in this month’s awards.
