Meeting the needs of the omnichannel shopper
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.
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 collecting 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 its marketing investments. The team understood that it needed a new system of measurement that could take into account all digital marketing performance online as well as offline. It also wanted to develop a single source of digital information to drive informed decisions. And by addressing de-duplication and attribution, it wanted to appropriate the correct weight to every single digital touchpoint. In effect, Moncler was looking for intelligent ways to optimize its media buying through its insights.
Data cohesion through a full stack approach
Moncler’s first step was to implement Google Analytics 360 as its measurement tool, using the opportunity to import its CRM records to create advertising audiences. Next, it implemented an ad server alongside the search bidding tool Search Ads 360. Initially, it used these tools only for reporting, but thanks to the integration with Analytics 360 these are now being used to build attribution models that take into consideration display impressions from paid media.
Using Display & Video 360, the Moncler team then launched the brand’s first programmatic campaigns. Its 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 Search Ads 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 with the results we’ve reached by leveraging Display & Video 360 and Analytics 360.
, Chief Marketing and Operating Officer, Moncler
Performance gains through insights
Thanks to integration through Google Marketing Platform 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 Search Ads 360 and the implementation of automated bidding strategies drove further performance gains, reducing cost per click by 10% while producing better coverage (impression share) and clickthrough rates.
Overall, integrating Analytics 360 with Display & Video 360 resulted in a 72% rise in revenue year over year from digital advertising, with a 35% improvement in return on ad spend.