Mobile Inventory vs. Desktop Inventory

Mars M&M’s ran a Back-to-School Campaign to increase their Action and CTR in addition to testing the effectiveness of Mobile Inventory vs. Desktop Inventory. The campaign budget was split to run approximately 50% on Desktop and 50% on Mobile Inventory using the same CPM price and targeting: W18-49, Moms target, Back to School Interest Targeting. Optimizations were implemented for both mobile and desktop to maintain the integrity of the test. Mobile outperformed Display in both CTR and Action Rate in this campaign, with a 29% and 26% improvement respectively. This campaign delivered 215% against the stated goals of the campaign with an Action Rate of 4.7% The campaign’s 5.23 % CTR exceeded goal by an even greater 260% Mobile vs. Display Achieved 200%+ of Expected Goals Achieve an Action Rate of 1.49% and a CTR of 1.45% while comparing Mobile and Display performance over a month-long period. Overview The Kinetic Social Approach Results Goals Mars M&M’s Mobile Inventory vs. Desktop Inventory www.kineticsocial.com [email protected] 646.561.0380

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Mars M&M’s ran a Back-to-School Campaign to increase their Action and CTR in addition to testing the effectiveness of Mobile Inventory vs. Desktop Inventory.

Transcript of Mobile Inventory vs. Desktop Inventory

Page 1: Mobile Inventory vs. Desktop Inventory

Mars M&M’s ran a Back-to-School Campaign to increase their Action and CTR in addition to testing the effectiveness of Mobile Inventory vs. Desktop Inventory.

The campaign budget was split to run approximately 50% on Desktop and 50% on Mobile Inventory using the same CPM price and targeting: W18-49, Moms target, Back to School Interest Targeting.

Optimizations were implemented for both mobile and desktop to maintain the integrity of the test.

Mobile outperformed Display in both CTR and Action Rate in this campaign, with a 29% and 26% improvement respectively.

This campaign delivered 215% against the stated goals of the campaign with an Action Rate of 4.7%

The campaign’s 5.23 % CTR exceeded goal by an even greater 260%

Mobile vs. Display

Achieved 200%+ of Expected Goals

Achieve an Action Rate of 1.49% and a CTR of 1.45% while comparing Mobile and Display performance over a month-long period.

Overview

The Kinetic Social Approach

Results

Goals

Mars M&M’sMobile Inventory vs. Desktop Inventory