The Marketing Magazine Mobile Excellence Award (Mob-Ex) honours companies that set new standards with innovative mobile marketing strategies. This year’s prize went to Adello. The jury in Singapore applauded the Zurich-based company for its project for the Development Bank of Singapore (DBS). Thanks to Adello’s advertising technology, the bank is now able to sell more private loans.
DBS private loans are geared towards the working class in Singapore, which use public transport on a daily basis. As part of the marketing campaign, posters were put up in highly visible locations and Adello was able to control mobile ads around these locations depending on the site and consumers.
The advertising materials were designed to work in an interactive manner: even before the ad is clicked, built-in sensors have already sent data on interaction values such as tilt angle and length of stay. This makes it possible to identify which individuals are most likely to be interested in private loans.
The interactive element was further optimized in a second part of the campaign. Thanks to machine learning, the cost per lead could be reduced by a factor of 30.
Adello used its artificial intelligence platform AdCTRL for the project. The patented technology is ranked among the world’s top 16 in the area of big data by British market research institute Technavio.