By linking search, display and mobile, plus using messaging tailored to each audience, each user was reached with the right message at the right time, resulting in a significant decrease in CPO.
Increase of conversions
Decrease of CPO
The main focus of this campaign was to revise the programmatic targeting strategy. The analysis was based on the segmentation of Austria’s energy market, as well as further relevant signals which would indicate a potential switch to VERBUND.
Through Dynamic Creatives and the intertwining of SEA and Display, users’ attention were captures via multi-layered retargeting. By doing so, users received relevant messages fitting to each step of the customer-journey and were assisted until completion of conversion.
Additionally, recency & frequency caps were optimized according to touchpoints to prevent users from receiving too much advertisement. What is more, through monitoring of SEA activities of competitors we were able to adjust bidding strategies well, which prove to be highly efficient.
The accumulated insights of performance of target group, Dynamic Creatives, SEA, mobile share, recency etc. were combined in a comprehensive dashboard to further navigate and optimize performance.
At the iab webAD 2017, together with our sister-company Vizeum, we won BRONZE in the category „Best Data Insight”.