Exebid.DCA Casebook
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experts you trust Casebook Exebid.DCA programmatic platform
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Transcript of Exebid.DCA Casebook
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CasebookExebid.DCA programmatic platform
Audience segments:
Demography
New-builds
Plans Real estate
Purchase Real estate in Moscow and Region
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Plans Finances Interested
in home loans
High purchasing power + Moscow and Region
real estate
Families with children
experts you trust
Economy+ real estateTools:
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Audience
segments
Look-alike
Retargeting
KPI:
Results: Cost per Call< $45
Time on Site00:02:20+
Page Depth> 4
Bounce Rate< 25%
Cost per Call< $ 5 1
Time on Site00:02:00
Page Depth> 3
Bounce Rate< 40%
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Pharmacy videoPERIOD1month
GEORussia
BUDGET
$3,900
Search for
drugs:•
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Coverage: 400K
Targeting:
GEOIllnesses
Categories
Referrals
Competition
Purchase online:
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Coverage: 1,5 mln
Targeting:
GEOIllnesses
Categories
Referrals
Competition
Look up theirsymptoms:
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Coverage: 1,5 mln
Targeting:
GEOIllnesses
Categories
Referrals
Results:
CRM$3.78
CTR2.49
CPC$0.16
BounceRate45%
Page Depth1.8
Time onSite00:00:50+
Car brand
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PERIOD20 days
GEORussia
CPA
$9
Task:
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Scheduled test drives
Dealer search
Brochure download
Audience segments:
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Think of buying a new D
Class car
Brand preferences:
competitorsLarge car-related segment
+ men aged 24-44
Results:
Conversion$3.94
CPC$0.65
BounceRate50%
Page Depth1.9
Time onSite00:01:20+
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Mortgage loanPERIOD1month
GEOMoscow
CPA
$10.3
Tools:
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Audience segments
Look-alike
Retargeting
Results:
Conversion$3.94
CPC$0.65
Bounce Rate50%
Page Depth1.9
Time onSite00:01:20+
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PERIOD1month
GEOMoscow
CPA
<$10.3
Consumer loanBUDGET$13,000
Tools:
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Audience segments
Look-alike
Retargeting
Audience segments:
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Interested in loans
Interested in e-purchases
for more than a week
Large banking segment
Look for a car
Choose a university or course
Results:
Conversion$3.94
CPC$0.65
BounceRate50%
Page Depth1.9
Time onSite00:01:20+
experts you trust
Tennis championship
Task:
Motivate tennis fans
to watch the
championship online
We:
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Determined target
characteristics of tennis fans
Carried out an efficient
advertising campaign
optimized for the target
action (watch Wimbledon
online)
Results:
Impressions per 14 days1.5 mln
Coverage250K
Avg
CTR0.11%
Unique СTR
0.61%Website Clicks 1653
International manufacturer of ready-made pet food
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Task:
Organize an advertising
campaign announcing a
special offer for owners
whose cats up to 1 year
old
We:
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Identified users who have kittens
basing on interests and behavior
Used 14 advertising strategies to specify
target groups most interested in the offer
Adjusted initial targeting and allocated
budget to users with the highest
conversion
Results:
All impressions 1 mln
Orderswith data296
Highest CTR0.39%
Click conversionfrom 2 to 38%
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Fashion shoes brand
We:
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Identified Runet hipsters interested in
specific clothes brands, street art,events, urban sport
Showed ads to the target groups on pages
with maximum feedback (high click rate).
Results:
Task:
Advertise a brand
event
Feedback:
“We compared RTB hipster-
targeted ads with feedback
from media websites that had
the highest expected user
concentration (TheVillage and
LookAtMe). EXEBID indicators
were considerably higher".
Dina Melnikova,
Head of E-Group Client
Department
Impressionsper campaign1 mln
HighestCTR0.26%
Website clicks per 10 days1281
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Business class cottage settlementTask:
Set up a campaign targeted
at users with necessary
characteristics and intentions
to buy real estate or make an
investment.
We:
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Identified users with
such lifestyle and income level
characteristics and combined with
an intention to purchase real
estate or make a large investment
Adjusted target groups according to
efficiency rate
All impressions 100K
AvgCTR0.13%
Coverage 30K
Results:
Website clicks202
Premium class low-rise apartment complex
experts you trust
Task:
Organize an
advertising campaign
targeted at users the
project idea fits most
We:
• Built advertising strategies
aimed at users with necessary
interests, preferences and
lifestyle
• Specified typical behavior of
target groups during the campaign
Results:
Impressions 235K
Avg
CTR0.14%
Website clicks per 8 days325
Jewelry brand
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1. Strategic: the brand presence in the Net
2. Tactical: increase online sales
Tasks: We:
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Carried out a wide campaign
targeted at women aged 18+and analyzed data on users
that clicked the ad
Divided these users into groups and
determined common interests
Adjusted marketing offer for
target groups with different
interests and behavior
Decreased bouncerate by 27%
Increased avg time on site by 115%
Increased page depth by 69%
32%
59%
367 s
190 s
5.7p
3.4 p
Russian film distributor
experts you trust
Task:
Maximum coverage of
users who go to the
cinema more than once
a month
We:
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Divided movie fans audience into
several interest groups
Used various creative offers to these
groups basing on advertising strategies
Allocated budget to the most active
target groups and pages with the
highest affinity determined by CTR
Impressionsper campaign1.5 mln
Coverage500K
Time on Site 6.3 min
BounceRate18%
Results:
Campaign CTR increased
in 8,5 times
0.34%
0.04%
Car Brand
experts you trust
Task:
Increase number of
test drive
appointments
We:
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Determined target user
groups with interests relevantto the promoted car model
Rotated ads implementing several
advertising strategies and
reallocated budget to the most
efficient ones
Decreased bouncerate by 7%
Increased avg time on site in 2.2 times
Increased page depth by 7%
41%
44%
260 s
125 s
6 p
5.6 p
Our partner:
RTB Media provides access
to the whole RTB system in
one interface.
Advertising control system for agencies
Feedback:
We are integrated with all ad
exchanges that use RTB.
In fact, EXEBID is the only platform
whose CPI, CPC and conversionare comparable to global
players’. In our opinion, from
technological point of view EXIBID is
the strongest player on the Russian
RTB market.
Vladimir Kobzev,
Market ing Director
