The results
The results of the creatives tested improved dramatically from the original benchmark test:
By Targeting Method
| Contextual: |
.36 percent CTR |
| Behavioral: |
.31 percent CTR |
| Demographic: |
.52 percent CTR |
By Category
| Sports: |
.26 percent CTR |
| Business: |
.45 percent CTR |
| Entertainment: |
.47 percent CTR |
Overall awareness level for the campaign created a seven percent lift, versus zero in the initial run of network tests.
Communicating directly to what we know about who the consumers are, and to what their interests are, increases the overall engagement rates with brands and leaves a positive impact in their minds that ultimately gets the response brands are after: a new customer.
This client understood that fact, and tailored ads to each gender, category and targeting method, giving them success prior to their full launch and delivering more bang for every buck they spent out of the gate.
