Published January 2018
Born in Monestier-de-Clermont, Grenoble, France, in 1952 and currently headquartered in Milan, Italy, Moncler over the years has combined style with constant technological research. The Moncler outerwear collections marry the extreme demands of nature with those of city life and include a comprehensive line of high-end clothing and accessories for men, women and children.
Trends demonstrate that buying habits are evolving, particularly in the luxury sector. Online’s time share has increased versus print, with time spent online accounting for about 50% of media consumption even when the user continues to buy offline. Shoppers are tending to collect information online as well, with 22% of luxury shoppers consulting an online video before buying a luxury product and 75% going on to visit the store or buy online after viewing an online video.
With consumers increasingly complementing their offline browsing and buying habits with digital activities, Moncler was keen to take an omnichannel perspective when planning their marketing investments. The team understood that they needed a new system of measurement that could take into account marketing performance across digital devices as well as offline. They also wanted to develop a single source of data to minimize data loss and drive informed decisions. And by addressing de-duplication and attribution, they wanted to appropriate the correct weight to every single digital touchpoint. In effect, Moncler was looking for intelligent ways to optimize their media buying through data and insights.
Data cohesion through a full-stack approach
Moncler’s first step was to implement Google Analytics 360 as their measurement tool, leveraging the opportunity to import their CRM data to create advertising audiences. Next they implemented DoubleClick Campaign Manager as their ad server alongside the search bidding tool DoubleClick Search. Initially, they used these tools only for reporting, but thanks to the integration with Google Analytics 360 these are now being used to build attribution models that take into consideration display impressions from paid media.
Using DoubleClick Bid Manager, the Moncler team then launched the brand’s first programmatic campaigns. Their strategy was to consolidate the media buying by combining different models. The most impactful formats and the most prestigious placements were planned via Programmatic Direct, while placements on whitelisted websites were bought as open auctions to gain extra reach and meet frequency goals.
The automation strategy was then extended to optimizing search media buys with the activation of bid strategies in DoubleClick Search. Finally, to develop an advanced audience strategy involving all available sources of data, Moncler adopted Audience Center 360.
With this integration we embraced a new data-driven programmatic strategy. Over the last 18 months, we’ve been able to revolutionize the way we plan, measure and optimize, and we’re very satisfied of the results we’ve reached by leveraging the DoubleClick and Google Analytics platforms.
Performance gains through data and insights
Thanks to the integration between the Google Analytics 360 suite and DoubleClick tools, Moncler has achieved extraordinary results from media campaigns. Comparing display campaigns run as traditional reservations versus programmatic shows that the latter allow more effective optimization and better results.
In three global flights in an 11-month period, programmatic buying represented about 65% of the total investment with 35% remaining as traditional reservations. The programmatic investment produced a 36% lower CPM and the result was even better in terms of viewable CPM – this was 50% lower, resulting in a 46% lower cost per contact. Lower funnel results were also excellent. For example, the product page view value for programmatic campaigns was double that of traditional reservation campaigns.
The adoption of DoubleClick Search and the implementation of automated bidding strategies drove further performance gains, reducing cost per click by 10% while producing better coverage (impression share) and click through-rates.
Overall, integrating the Google Analytics 360 suite with DoubleClick’s full stack resulted in a 72% rise in revenue year over year from digital advertising, with a 35% improvement in return on ad spend.
DoubleClick and Google Analytics 360 allowed us to revolutionize the way we plan, measure and optimize our media investments.