Case study

How National Geographic used Admix

to promote ‘Mars’ Season 2

Watch the video

Brief

NatGeo were looking for an innovative channel to promote the season 2 of their show ’Mars’ to a mobile audience. Their primary demographics are tech savvy 24 to 35 year old males based in the US. NatGeo decided to run a 6-weeks awareness campaign in VR, to complement their mobile campaign. One objective was to better understand how core fans interact with the messaging by leveraging our gaze tracking technology.

Technology

Through media agency 360i, NatGeo used Oath’s DSP to buy media campaign on the web and mobile, so it was a no brainer for them to use Admix, which is plugged into Oath’s DSP through a standard OpenRTB connection via Bidswitch. We created 2 deal ID: one for display and one for video. NatGeo provided standard banners and VAST assets, which Admix is able to repurpose for an optimum view in VR. NatGeo was able to manage their first VR campaign from the Oath interface they are familiar with and without the need to build custom creative, which saved them time and money.

Environments

Since NatGeo wanted to reach mobile users, we identified 5 VR Cardboard apps matching NatGeo’s audience very closely, mostly VR games from publisher Rabbit Mountain. With over 700k monthly active users across these apps, we estimated being able to reach over 150,000 US users in VR during the 6 weeks of the campaign.

KPIs

185000

Unique users reached

235000

total impressions

11.5

Total time gazed at ads

Results

NatGeo generated over 11h30min of direct gaze to their brand over the period of the campaign. In addition, they managed to reach an ambitious number of users wearing VR headsets, without any extra cost for creatives or set-up. The goal of their campaign was to promote the new show to a global audience, and through Admix they managed to reached an audience immersed in VR, that matches the show's core demographics.