2021 | Gold | Execution— Technology
Advertiser: AIA Malaysia Brand: AIA Malaysia Creative Agency: Leo Burnett Credits: -
Objective & Challenge
As part of their new brand promise of Healthier, Longer Better Lives, AIA Malaysia shifted its focus to the importance of wellbeing of Malaysians. With media being primarily a push platform, how can we utilize media to improve the well being of Malaysians? Impressions, Clicks, CTR, CPC, Views or View Rate has always been the norm of measurement when it comes to digital advertising. However with significant advancement in digital ad tracking technology, could we go further take a step away from standard digital measurement metrics and use digital media for tangible good? Aside from understanding the key digital media deliverables, we also sought to ad tech tools to measure the digital consumption patterns of the Malaysians online population and hence push them the right messaging to encourage these users to live a Healthier, Longer, Better Lives.
Insight & Strategy
Malaysians are getting more and more Mobile centric with audiences spending at least 6 hours online, up 23% year on year. It is not surprising that mobile has been the last screen they looking at before going to sleep. This heavy reliance on mobile screen time has been well documented in disrupting the sleeping patterns of many around the world . Locally, according to the study by the Malaysian Healthiest Workplace Survey in 2019, 9 out of 10 Malaysians working adult suffering from at least 1 form of sleep disorder or another. With mobile being the device that we are most connected to, we realise that we can reverse engineer our runofthemill 3rd party ad serving technology to monitor Malaysian’s digital activity. By tracking a user’s mobile device ID and digital usage pattern, we can accurately identify users who are consistently sleep deprived by measuring the time between their last and first mobile usage touchpoints, and the amount of ad impressions they have been served throughout the night. Our strategy was to combine the power of ad tracking and programmatic technology to remind audiences to get enough sleep for their next day activity.
Every time an ad is served from an ad server, it receives a unique bid request from the mobile device. We reversed engineered this to correlate the volume of bid request sent by unique mobile device IDs and mapped that against their activity level. Audiences were analyzed carefully based on their activeness by looking into the bid request from their mobile devices between 11pm 4am (which indicate that they are still active on their mobile during these hours). Using past 3 month’s data, we were able to categorized these users into 3 key segment by looking at the volume of vid request, namely Mild(users that had sent 1 5 times bid request to our DSP), Moderate(users that had sent 5 10 times bid request to our DSP), as well as Severe(users that had sent more than 10 times bid request to our DSP). We also analysed the time difference between their last ad impression and their next ad impression to identify people who have less than the recommended 7 hours of sleep. Programmatically, we were able to upload these device IDs as custom audience segment and hence able to actively reach them. At night, we pushed ads that reminded them to sleep early or that it is time to sleep. The next day, we remarket banners which pulls them to articles that discusses the importance of sleep. Both push and pull approach ensures maximum viewability of campaign.
As a first of its kind approach, our Sleep Quality Tracker initiative tracked Malaysian’s quality of sleep over a period of 4 weeks, from there we managed to record significant improvements in quality of sleep within the Severe and Moderate groups: A total of 184,208 individuals (28%) from the Severe group had moved from Severe to Moderate. A total of 145,332 individuals (34%) of the Moderate group reported a reduction in digital activities online and a significant decrease in Last Activity Time from an average of 4am to 3am. The Mild audience group also reported to have the highest engagement (12% higher) in our Sleep Banners as compared to the other target groups. On our key campaign page, our traffic to site showed an uplift of 34%, with AIA health product related pages showing a significant traffic increase of over 200% (from 23,000 avg pages views to 73,049 page views) compared to previous AIA Vitality campaigns. Further attribution also showed a positive impact on bottom line by successfully generating up to 2,058 leads (with 500 leads as the initial target set by client) that had been passed to our agents for acquisition purposes. AIA Malaysia’s first of it’s kind experimentation with ad serving technology to track quality of sleep has yielded further interest beyond the Malaysia borders with other AIA market currently exploring the possibility of implementing this in their respective market.