Omnicom Media Group increases conversions by tapping into dynamic retargeting

Omnicom Media Group is a global media network with an agile, client-first approach that helps businesses thrive today and into the future. Comprised of award-winning agencies – Hearts & Science, OMD, and PHD – Omnicom Media Group was founded in 2000 and now boasts more than 21,000 employees globally. In 2018, Omnicom Media Group announced the opening of their headquarters in Cairo, Egypt. Today, Omnicom Media Group continues to establish its global business impact through their delivery of unprecedented levels of innovation for well-known clients. For instance, Omnicom Media Group worked with their client, Zanussi, to increase their market share in the Egyptian territory.

To help Zanussi increase consumers sales and their return on ad spend, Omnicom Media Group teamed up with Criteo. Through this partnership, Criteo helped Omnicom Media Group unlock advertising strategies that would engage consumers before abandoning their shopping cart and ultimately drive revenue for Zanussi.

Boosting the sales funnel

With a large market share in Egypt, Zanussi is a beloved home appliance company delivering the highest quality of products and customer service. The company wanted to enrich their consumers’ path to purchase and engage visitors who leave their site without making a purchase. As such, Criteo leveraged their retargeting solution to reach shoppers at scale with engaging ads delivered across the world’s best publishers.

Harnessing a middle to bottom funnel retargeting strategy, Criteo and Omnicom Media Group’s collaboration brought notable benefits to Zanussi. As a direct result of the partnership, Zanussi’s cost-per-action spend was reduced by 150%.

“We see Criteo as a great addition to our technology stack, and we want to offer Criteo to our clients and develop case studies as a result of our involvement,” said Ahmed Shahin, Manager of Digital Performance & Programmatic at Omnicom Media Group.

Compared to Zanussi’s advertising performance in 2020, the client’s latest results showed a significant increase and exceeded initial expectations. By working with Criteo, Omnicom Media Group helped Zanussi increase sales by 168% and improve their return on ad spend by 612%.

Through collaborating with Criteo’s account team, Omnicom Media Group was able to determine the best solution for Zanussi and help drive their goals forward.