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More Efficient CPV
(versus Meta similar targeting)

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Higher VTR
(versus Meta similar targeting)

0

More Efficient CPM
(versus Meta similar targeting)

Challenge

When partnering with Gamers8, Mastercard wanted to connect with the youth and gaming community, connect people to their passions, and unlock opportunities. ‘The Land of Heroes’ activation is a collection of unique experiences that rewards the most dedicated and hardcore gamers in the scene. The reality for media targeting is that no two gamers are the same; they have different motives and levels of dedication…but the targeting abilities within platforms can’t make this distinction.

Solution

Mastercard pioneered identity-based targeting through Dentsu’s Merkury solution. Here, we unlocked the ability to go beyond platform interest targeting and reach true hardcore gamers that "Play to compete" , "spend more than 1 hour gaming every day", "buy games or do in-game purchases and upgrades" . "own and upgrade their gaming consoles"

Result

The targeted approach using Carat's Merkury tool resulted in a more efficient cost per view (CPV) by 10%, a 5% increase in view-through rate (VTR), and a 5% improvement in cost per thousand impressions (CPM), underscoring the effectiveness of the identity-based targeting strategy deployed by Mastercard in collaboration with Gamers8.


Carat MENA

Founded over 50 years ago as the world’s first media agency, we are over 12,000 experts in over 100 countries, passionately committed to understanding our clients and their customers - and deeply humbled by the enormous responsibility that comes with it. Our work's strength has been recognized worldwide, with over 200 individual award wins this year alone (not that we’re counting…)

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