"Together's answer was a unique and highly innovative real-time search solution that enabled AIA to capitalize on its big spending competitors. Armed with the insight that the highest intent prospects hit Google within minutes of a life or health insurance TV ad running, it built a solution that triggered search bids based on competitor TV ads running in real-time. This meant AIA's smaller budget was focused on being in the moments that really mattered."
"The recipient of the Chair's Award, meanwhile - as chosen by head judges Jason Lax, technical SEO expert at SAP, and Lindsey Wiltse, senior SEO account director at Syzygy UK - is MG OMD for its work with Specsavers (the work also won in the Healthcare and Pharma and the Paid Search categories). SpecsTech is a suite of tools MG OMD created to help Specsavers differentiate itself and deliver a competitive advantage."
The Drum Awards for Search celebrated campaigns and technical innovation in paid search and healthcare. Together won the Grand Prix for AIA New Zealand after creating a real-time search bidding solution that triggered bids when competitor TV ads ran, enabling AIA to focus limited budget on high-intent moments and counter rising cost-per-clicks. The campaign also won Technical Innovation. MG OMD received the Chair's Award for Specsavers, with its SpecsTech suite delivering differentiation and competitive advantage; that work also won in Healthcare and Pharma and Paid Search categories. The Chair's Award was chosen by head judges Jason Lax and Lindsey Wiltse.
Read at The Drum
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