#radiozet #programmatic #dv360
Display&Video 360 Performance Reach Campaign
Radio ZET is one of the largest and most popular radio stations that accompanies millions of listeners every day. You can hear a variety of music and reliable national and worldwide information. It inspires, provides entertainment and food for thought, directing the program to adult Poles. From the very beginning, the station has been focused on professionalism and personality.
We are proud of:
- Views on the most famous portals in the country to users of advertising promoting the competition almost 140,000,000 times
- Deliveries to the competition site of nearly 200,000 users
- Providing the Customer with almost 25,000 participants in the competition
- Achievement of the cost of acquiring a participant at a level 6% lower than assumed by the Customer’s guidelines and estimation
- Achieving an ad click rate of 21% below the guidelines and estimation
- Achieving advertising visibility at a level 16% higher than assumed by the guidelines and estimation
Lifetime of the campaign was divided according to 3 phases, each of which had clearly defined goals to be implemented:
I. Building awareness
The goal was to maximize advertising exposure and reach the widest possible audience. Maximizing the reach allowed for quick collection of data on converting users, which were used for optimization processes provided for in subsequent phases
II. Optimization and selection
The goal was to maximize the number of conversions based on the most effective targeting methods used in phase I. At this stage, we focus on investing in the most effective targeting methods while optimizing them. The bidding strategy is also changing, which from now on is to focus on acquiring users converting, not classical advertising exposure (as it was in phase I)
Final of the campaign – retention
Activities focused on the retention of users already activated. The role of remarketing is growing and efficiency measures are aimed at selective groups of recipients showing the greatest interest in the action.
The first two weeks of the campaign were devoted to collecting data, which was used to use strategies based on machine learning. As a result, the cost of acquiring a contestant in phase II was 65% lower than in phase I – while in phase III it was 35% lower than in phase II. Similar efficiency ratios were also maintained in the quantitative context: the number of users acquired for the competition in phase II was as much as 70% higher than in phase I, while in phase III it was 23% higher than in phase II. Ultimately, thanks to the use of a proven campaign lifetime system – despite the limited time of broadcasting – it was possible to implement the efficiency assumptions of the campaign with an excess.
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