Virtual Concert: Best Performance Programmatic at The Lowest Click Drop Rate

Virtual concert is a new phenomenon of 2020. Due to the pandemic situation all the major social events like musical concerts, cinema premieres, and sport championships were cancelled or rescheduled. However, the world has gone online, and musicians have caught this change as well.

The main goal of the campaign was to inform the Target Audience about the upcoming event, and to show them that online events can share the emotional tension of a live concert.

Introducing new things to a market has never been an easy task, but Niki Virtual Concert and Joji Virtual Concert campaigns managed to reach outstanding results.

For this campaign, we targeted younger audience, MF at the age of 18 – 35. Additional interests like Entertainment, Music, Concert, R&B and Lifestyle have also brought the most suitable users.

A great benefit of an online event is the possibility for users all over the country to watch the performance that they would not be able to see offline. This was another strategical benefit – to expand the geography of the advertising to catch the most interested users.

We have also used the best creative placements on Indonesian most popular publishers that allowed us to reach the highest CTR and visibility through almost all websites and apps.

The main goal of the campaign was to increase awareness and traffic to the event. The most effective instrument here was Standard Banner format, as it had the highest amount of traffic and was available on most websites and apps. Another main point was to show the key elements connected to the musician, like his or her name, face etc.

Programmatic was important for campaign success and optimization. The campaigns were running on the premium Indonesian resources. For both campaigns we have excluded publishers with low CTR to show our ads to more responsive audience.