Presented at IAB Canada's X-Series: Metrics event on December 4, 2013, AdParlor highlighted their relationship with Molson Coors and how they harnessed weather data to send tailored ads to the brand's fans throughout the summer.

1. HEAT UP
WITH ADPARLOR

2. Agenda
1. AdParlor – Ads API
2. Mobile & Facebook
3. Molson Objectives
4. Weather Targeting Solution
5. Results

3. AdParlor
Ads API

4. Who Is AdParlor
Optimize Your Social Initiatives on a Single Platform
Global Facebook Strategic Preferred
Marketing Developer (sPMD)
Technology - That Delivers ROI
Superior algorithms and optimization strategies
Real-time bid optimization/reporting
Teams – Experienced Experts
Follow The Sun Service
Social media experts - Consultative approach
Tools - Leading Edge Platform
Advanced insights & analytics
Powerful ad creation and management
Official Twitter Ads API Partner

5. Mobile &
Facebook Stats

6. Mobile Ad Spending In Canada
2012 - 2017
 By 2017, mobile advertising in Canada
will be almost 10 times its 2012 level and
make up about one in three digital dollars
spent.
 Spend on the mobile channel in 2012 nearly
doubled from the previous year.
 Advertisers spent CA$160 million on mobile
in 2012, and eMarketer forecast even
greater growth of CA$344 million in 2013.
Mobile Ad Spending in Canada, 2012-2017
Millions of CA $ and % Change

7. When Social Becomes Mobile
Reaching Your Mobile Audience on Facebook in Canada
Every Day
Every Month
14M
people daily
9.4M
people daily on
mobile
19M
people monthly
13M
people monthly
on mobile
Source: Facebook Internal Data based on stated and inferred data, average for June 2013; percentage of internet and mobile phone users calculated with data from eMarketer, April/May 2013
That‟s
71% of
internet users
55%
That‟s
of
mobile phone users

8. Molson
Objectives

9. Molson Coors
The Market
 Canada‟s Oldest Brewery founded in 1786
 An estimated 10M Canadians drink beer making it
the number one alcoholic beverage in Canada
 85% market share of total Ontario beer sales*
*Molson Coors Canada is part-owner of The Beer Store in Ontario Brewers Retail Inc., operating as a beer distribution and retail chain. Molson Coors Canada owns 50% of Brewers Distribution Limited in Western Canada

10. Molson Coors
Seasonal Challenges
 Sustain active fans and fuel engagement within
the Molson Coors community on Facebook
during the summer months
 Weather conditions have a meaningful impact
on beer sales, both positive and negative
 Continue to create innovative marketing
strategies to support sales and differentiate
Molson Coors from it‟s competitors

11. Molson’s Objectives
Increase Product Awareness and “Refresh” Brand Positioning
 Introduce and support a new
product within the Canadian
market - Molson Cider
 Reinforce the brand positioning
and sales of an established brand
- Coors Light

12. The Solution

13. The Solution
1. Own Mobile – reach users that are
moving off of desktop and onto
mobile for the summer
2. Own Weather – Rather than a
risk, turn it into an opportunity to
communicate unique messaging
Real-time Weather
Targeting

14. The Solution
Activate ads on a city level based on the local weather conditions
Weather API Integration
Target City, 25-34
API Integration

15. Methodology
Real-Time Data and Optimization
Technical Integration
Development of Logic
Campaign Execution






Weather API
Built a rule-based engine
Work into existing
optimization process
Based on feedback
Developed rule framework


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Develop creative – completed by
internal teams with client approval
Additional targeting applied: gender,
age, location, time of day
Establish control group
Optimized campaign based on
performance

16. Results

17. Results

The ads based on the „hot weather conditions‟
delivered higher engagement. Users who clicked
on „Weather Specific‟ ads were 89% more likely to
click a link, 50% more likely to mention the
brand page and 33% more likely to comment as
opposed to users who clicked on the „Generic‟ ads.

CPC rates on the „Weather Specific‟ ads were 67%
lower than the „Generic‟ ads.

Engagement rates were the highest among males
19-34.

The „Weather Specific‟ ads outperformed the
„Generic‟ ads within multiple engagement
categories.
89% 50% 33%
more likely
to click
more likely to
mention the
brand page
more likely to
comment
CPC rates 67% lower

18. Results – Engagement Metrics
An Established Brand
 Drive awareness and engagement
around Coors Light‟s ice-cold
refreshment positioning
 The campaign was targeted to males
and females ages 19-49 in the
following cities:




Winnipeg
Toronto
Montreal
Halifax
Vancouver
St. John‟s
Moncton
Edmonton

19. Results – Engagement Metrics
A new product launch
 Educate and support a new
product launch
 The campaign was targeted to
males and females ages 19-34 in
Toronto and Halifax

20. Thank You!
Mladen Raickovic
GM, AdParlor
mraickovic@adknowledge.com