Continu and Adwise trump established names with win VIA Programmatic Award

Thursday 15 June 2023 - Nieuws Opdrachtgevers

The VIA Programmatic Award 2023 for 'most effective campaign' is for Continu Professionals and Adwise. The joint case revolving around the successful rollout of an innovative data-driven recruitment strategy received the highest marks from the expert jury. It trumped established names such as McDonald's and the Nationale Postcodeloterij. This is the first time that an Adwise collaboration in this category has been awarded the prestigious red star.

Framed by the industrial setting of the former shipyard converted into a graffiti art museum, the VIA Programmatic Awards 2023 were presented last night at STRAAT Museum Amsterdam. In various categories, the best cases and talents from the Digital Advertising industry were awarded a red star. The final verdict came about through assessments by various professional juries, in some cases combined with audience votes.

Most effective campaign
The previously published list of nominations included four contenders for the 'most effective campaign' trophy: McDonald's, Suzuki, the National Postcode Lottery and Continu Professionals with Adwise. That already very nice recognition amidst that list of top brands got the ultimate sequel yesterday with the final win. The jury's verdict:

"A successful campaign that clearly highlights the role of Programmatic. The deployment of an API that shifted budgets at low search volumes adds a lot of value. Finally, data is enriched across the entire customer journey, which makes this case overall award-winning." Jury verdict VIA Programmatic Awards 2023

The 'Most Effective Campaign' category is all about the most effective way objectives were achieved, obviously using programmatic advertising.

Centralize, activate and enrich data

The winning case centers on making the most efficient use of recruitment ad budgets. Thanks to an automated solution, a self-designed script and substantial adjustments in campaign structure, enriched ad campaigns are now running that have far exceeded goals.

"In this campaign, we really looked up the synergy between different channels and platforms, focusing on the available data. This resulted in optimizing the entire customer journey and not just individual channels." Pauline van Miert - Head of Display at Adwise

By centralizing data via BlueConic, activating it and using it via DSP links for 360-degree customer profiles, we applied segmentation on a micro level. This means that target groups end up seeing dynamic ads with very targeted ad texts.

Data sharing within data stack:

VIA, Adwise and the Programmatic Awards

Industry platform VIA Netherlands is the network that connects the entire marketing chain. Since 2021, Adwise has been affiliated with VIA to work together to take the digital landscape to the next level. With the Programmatic Awards, which have grown into a household name, VIA annually puts the spotlight on the best the industry has to offer.