Our Client

Industry: Real Estate, Luxury Property, Luxury House Project The Client It is obvious that real estate is another highly competitive stage for online marketing and advertising. Our client is Thailand’s forefront real estate developer, home creator and hotelier. For over the past three decades, The client has grown dramatically and continuously not only in terms of financial turnover and employees, but also in the ability to offer new heights of quality living through housing innovations. Our task was to market for the client’s brand new luxury home project amidst Bangkok’s prime location Rama IX, with each individual property worth 100-130 MB fully furnished. To our profile as a programmatic advertising agency, the real estate industry has been one of our expertise for quite many years but this specific clientele was brand new to our team and came with a unique challenge, rather, a problem to solve. One of the topics in our very first discussion with the client was, “how can we improve the quality of leads when all the KPIs are already achieved?” The Challenge  So our question to the client’s team was, why exactly did the client want to improve the quality of leads? The client revealed some of the experience from their past campaigns with the other marketing agency before Media Console. From our discussion we found out that, even though all the KPIs were achieved, no sales had been made. No revenue returned from all the media spend despite the satisfying results in the report session. After all, KPIs are just numbers. What comes as the aftermath of those KPIs is, well, the real KPI! And in our case, our KPI, or we can call it “our goal”, was to make sales. The Intelligence & The Effort We learnt from the data of the past campaign kindly provided by the client’s team and came down to the four main channels that both our teams agreed to run ads on–social media, search, display, and native. Upon that we promised to deliver what the client wanted through our intelligent technology, XPO. Why XPO? This is one of our key intelligence, our unique value proposition to our clients. Take the display ad channel for example – most digital agencies (or should we say 99% of them) would assume the most well-known ad exchange, Google Display Network (GDN), while XPO is plugged in with not only GDN but over 100+ ad exchanges globally.  The question we should ask ourselves as an advertiser is, if we are on a mission to find one fish in the ocean (or in our client’s case, only a few rare species), would you fish from only one pond that you know or would you try all the waters that you can find? Learn more: What’s the Difference Between Google Display Network and Programmatic Advertising? With XPO, it gave us the power to do the latter for our client. It simply means that we offered our client with a bigger ad inventory, i.e. more chance to come across the right group of audience, i.e. more chance to come across leads that can make real conversions. But did it mean we had to spend more budget? XPO’s Global Ad Exchange Network is topped with the advanced AI Auto-Optimisation that helped optimise the budget on the ad exchanges and the channels that perform well. Not only did we optimise the client’s budget across ad exchanges (GDN and beyond), we also optimised the budget across all possible online habits of our target audience (social media, search, display and native).  And all of that was done real-time by AI. Without XPO’s intelligent technology, most online agencies even with a big team had to work on all of these channels separately and do the manual routine to optimise the budget if they would make that effort. This was solved by XPO’s Cross-Channel AI Auto-Optimisation, the real-time calculation based on real-time data run by a system, not a person. But with the promise beyond KPI to our client, our effort did not stop at our desk, we really did get to work! With the client’s prompt support, we went to the project location and talked to the on-site sales representative to gain more information about our target customers and their interests that might be useful to our campaign setting.  Out of this extra effort, we found the hidden insights about our target audience that cannot be learned from desks and screens, making it possible for us to achieve even more efficient audience targeting detail like no other people or system could have. The Results  Out of up to 1M THB media spend during the first 4 months, we were able to achieve over 200+ ROAS for this project. Deals were closed and our client was highly satisfied with both the achieved KPIs and the revenue. The ultimate goal of our project was to make sales at which we were successful. But on top of that we worked on the in-depth detail with the client’s team to find the way to improve the quality of leads as we were set out to do. Our findings and learnings were the most valuable asset to both sides. Our extra effort on audience learning also paid off. After the in-depth discussion to dig out the hidden audience insights followed by an optimisation on the targeting detail, we saw a beautiful breakthrough in our campaign performance – the click-through rate increased significantly above the daily average impressions, meaning our ads were visible to more people with the right interest. The Intelligence Beyond Human Experience and Knowledge With our intelligent tech being utilised to its full potential, XPO gave us the profound targeting strategy and optimisation performance beyond human capability. Throughout this project we were working on a niche target audience, we never knew which channel would come across the right person with the exact interest. Thanks to XPO’s bigger ad inventory, we were enabled to find the very few fish in the whole ocean that we