Helping Mercado Libre to optimise its advertising planning
Discover the power of our measurement data in a real Mercado Libre campaign. Find out how it works and what conclusions we reached by listening to the conversation between Olga Algarra, Media Manager of the company, Diego Semprún (FLUZO) and Juan Pablo Núñez (Netquest).
"We have worked with different marketing mixes, but none of them gave us these results"
"Year after year, campaign after campaign, we face the problem of not having a single-source. Meanwhile, the context is becoming more and more complex. Olga Algarra explained the limitations for advertisers to optimise their campaigns and the advantages of having a single tool.
"This is the first time we have been able to see data before the end of the campaign"
"All this data helps us to see the contribution and efficiency of each of the touchpoints, to identify how we should be modulating them, which media are more efficient, in which target, in which city..... And this should help us to help us to better distribute our budget and make more in-depth analyses, explained Olga.
CASE STUDY: Find out what Mercado Libre learned
- What conclusions did we draw from the measurement?
- How did TV and Digital complement each other?
- Did free-to-air or paid TV perform better?
- Was it a good idea to invest in high rating events?
- What impact did the ads have on visits to Mercado Libre's website or app?
- Did the campaign move its brand KPIs?
Download the full document and access all the learnings.
