Leading price comparison provider MoneySuperMarket and agency UM, part of IPG Mediabrands, are the latest winners of Ozone’s The Power of Premium Awards. The duo secured a POP prize for a campaign that smartly leveraged dynamic content optimisation (DCO) to align with financial and cultural moments.
Recognising our premium audience platform’s scaled reach to a national audience and flexibility to respond to topical news and seasonal events, the client and agency aimed to build brand buzz, awareness and consideration through DCO.
We pinpointed key contextual moments – such as the Autumn Budget, interest rate hikes and Black Friday – adjusting campaign activity based on projected page views. Our strategy combined moment-specific contextual targeting with an always-on approach for high-indexing audience segments.
Throughout the campaign, we worked closely with MoneySuperMarket and UM, continuously optimising performance by analysing reader engagement. For example, when Labour’s first Budget sparked surging interest, we extended Budget targeting to capitalise on the national mood.
Our format mix featured high-impact Billboards, DMPUs, and mobile Interscrollers, delivering DCO messaging in response to key events.
By leveraging our trusted, editorially-governed environments in a reactive, relevant way, the campaign exceeded brand lift benchmarks and achieved impressive click-through rates.
Judges comments
Sentiment targeting is really savvy, particularly around finance. Black Friday is saturated as anything but to use the budget, interest rates, and so on, is really nice. Using DCO beyond just below-the-line and making sure appropriate impact is being leveraged is something most brands should do, beyond the spray-and-pray approach. The relevant reach stat alone looks very compelling and having a control like this is a good way to qualify DCO beyond soft brand metrics.
Jamie Duran-Clilverd
Head of Digital Investment, T&Pm
Risk-averse brands still tend to shy from news, particularly more divisive subjects such as politics. It’s great to see a brand spotlight such serious themes in their copy while executing it brilliantly, in a playful way and run directly adjacent to relevant content. There’s also a lot to be said for trust and credibility, especially during more challenging times, so it’s no wonder this starkly relatable campaign drove such strong brand uplifts. I genuinely love this campaign.
