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Paypal

How PayPal drove 3x conversions with Viewability

Paypal

The Challenge

With a focus on driving sign-ups for its online payment service, PayPal’s media objective is in activating campaigns at scale. To achieve performance efficiency, optimization is an ongoing process - to find the factors that influence conversions the most and to focus on them.

PayPal has faced the challenge of maintaining performance efficiency when budgets were scaled, prompting the need to discover the factors that influence conversions.

The Results

The approach to target viewability has resulted in improved performance efficiency despite a 28% increase in media budget from January 2018 to March 2018. 

Conversions

Increased by

3.1x

CPA

Fell by

59%

For PayPal, viewability has become an enabler in pushing the boundaries of performance – improving impression quality and performance efficiency.

Conversion rate

Increased by

2.2x

paypal

The Strategy

As majority of PayPal’s sign-ups were attributed to view-through conversions – impressions are key. Conventionally a focus for brand awareness campaigns, viewability has importance in impressions, since an ad must be seen to make an impact. This inspired an in-depth analysis on the importance of viewability on conversions. With the ability to focus on specific attributes, such as viewability, programmatic is the basis of the data-driven strategy in deriving insights for media activation.

The granularity of log-level data enabled an insight on media spends and conversions attributed to viewable and non-viewable impressions, to determine if viewability has an impact on the conversions of users.

Analysis on PayPal data has shown that viewability is correlated with conversions, whilst only having minimal premium over non-viewable impressions. This pushed PayPal to take an unconventional, albeit data-driven strategy towards optimizing campaigns - by systematically increasing viewability.