AUCKLAND, Monday: Media Agency OMD is partnering with Google’s Performance Max to test machine-learning solutions.
OMD chief digital officer John Buckley said: “Performance Max is a new campaign type designed to consolidate performance advertising activity into a single campaign that runs across Google channels.
“OMD partnered with Google on the beta test in New Zealand, first learning how Performance Max uses automation to engage customers effectively at scale, and then implementing it on a first to market basis, delivering meaningful performance uplifts across its client base.
“One of OMD’s clients, AA Insurance, was the first business in New Zealand to test Performance Max across a recent online campaign, and as a result saw a reduction in costs per application of 64% while lifting applications from digital media by 12% in a highly competitive market.
“Machine learning is the future of performance media.”
“Performance Max also allowed the agency to reduce manual handling time by 33%.
“Machine learning is the future of performance media, and we were delighted to offer our clients an early view of how it can perform.
“Our business and performance team thoroughly tested and measured this solution and were blown away by the ease at which we were able to save costs and scale our conversions.”
AA Insurance brand & media marketing manager Catherine Dilly said: “Combining Google’s Performance Max with our existing campaigns through OMD has enabled us to drive significant digital conversion growth and cost efficiency thanks to the work of machine learning.”
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