The challenge
Teréga wanted to draw attention to the importance of the energy transition and the challenges of green gas.A major player in gas transport and storage infrastructures, in France and in Europe, Teréga is determined to make gas an accelerator of the energy transition. In order to strengthen its brand voice, to reach different audiences and to draw attention to the importance of the energy transition and the challenges of green gas, Teréga wanted to deploy a branding campaign with two key objectives: to maximize the visibility of the message and to bring quality traffic to the site.
The solution
Teréga has chosen the Qwarry cookie-free semantic targeting solution.Seduced by the 100% RGPD by Design semantic approach, Teréga, accompanied by the agency Makheia, chose to entrust the programmatic part of the display campaign to Qwarry. “Our agency presented us with the Qwarry solution, and their ethical positioning without using user data was close to the values of our company”, explains Dominique Boquillon, the communication director of Teréga.Qwarry guarantees respect for the privacy of Internet users while maximizing their attention to Teréga's message through targeting based on their areas of immediate interest.Before launching the campaign, Qwarry analyzed Teréga's semantic field and defined tailor-made semantic segments. On the B2B target, several semantic segments were used (for example: industry, urban planning, agriculture or renewable energies) to link them to each target defined by Teréga. The Deep Learning algorithms developed by Qwarry, which rely on Natural Language Processing (NLP) and Natural Language Understanding (NLP) technologies, made it possible to understand the content and the associated feelings for each of the pages on which the advertising is broadcast.
The results
Qwarry generated a 36% higher click rate than that obtained by other actors who used user data during the campaign.Following the programmatic dissemination of the branding campaign operated by Qwarry, Teréga was able to improve its recognition as a major player in the energy transition. The impact on engagement was positive and all performances increased throughout the campaign. The device generated a completion rate of 63% to 69% depending on the audience with a bounce rate of 23% on average. The click rate was 36% higher than that obtained by the other actors who used user data during the campaign. The budgets were also optimized. The cost per video viewed was less than four cents when on YouTube it reached seven cents.
À lire aussi
How did Terega use Qwarry's cookie-less targeting solution?
Qwarry generated a 36% higher click rate than that obtained by other actors who used user data during the campaign.
How Térega used Qwarry's contextual targeting solution for its first programmatic campaign
The regulatory context and anti-tracking policies of browsers are leading more and more companies to position themselves on contextual targeting. To reach different audiences, the gas carrier and storage company Térega therefore called on Qwarry, a company that uses semantic analysis of the distribution context to guide programmatic campaigns. mind Media interviewed Qwarry and Térega, to assess the initial results of this campaign.
