Eyeblaster Case Study Dynamic Ads Double Mobile Operators Conversions
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Transcript of Eyeblaster Case Study Dynamic Ads Double Mobile Operators Conversions
The challenge:A leading international mobile operator recognized that simply
throwing up hundreds of millions of direct response impressions
of the same ads with no targeting was wasteful. Working in their
favor, they had a huge number of variables to play with such as
handset type, handset image, price point, offer duration, and
contract term. But manually creating multiple versions of ads
based on these different variables was not feasible.
The solution:Eyeblaster enabled the Operator to buy bulk ROS/RON inventory
and rely on Creative Optimization. A number of dynamic banners
were created, mainly to suit different unit sizes. By manipulating
the content while the ads were live, the advertiser was able to
be in control of the ad experience on the fly. Creative production
costs were minimized, and changes could be implemented
immediately.
The near lab-condition results:Dynamic Ads Provide Highest ROIAfter a long period of using the dynamic ad solution, a new strategy was
suggested and implemented, going back to serving only standard banners.
This turned out to be an excellent opportunity to compare the results of the
dynamic ad solution against the standard banner-only solution.
In fact, the new strategy proved significantly less cost effective. Focusing on
the ‘Order Confirmation’ conversion, indicating a purchase, analysis showed
that the dynamic banners achieved almost double the Conversion Rate of the
standard banner. In addition, the CPA of dynamic banners was approximately
half the CPA of the standard banner, proving its ROI.
Therefore we can conclude that standard banners, when used in the
campaign, wasted a conversion opportunity and significantly increased the
Cost per Acquisition. There is clear justification to investing in dynamic banner
activity over simple standard banners. The advertiser, by the way, reached the same conclusion and switched back to dynamic
banners.
Dynamic Ads Double Mobile Operator’s Conversions, Cuts CPA
© 2009 Eyeblaster Inc. All rights reserved l www.eyeblaster.com l Email: [email protected] l 646.202.1320 (U.S.) or +44 (0) 20 7831 9410 (UK)
Campaign Highlights
Dynamic banners had a • 119.8% higher click-through rate than standard banners
Dynamic banners had a• 2x conversion rate compared to standard banners
Each dynamic banner conversion cost •
approximately half compared to a standard banner conversion