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Case Studies
What is the Value of an Impression?
Industry
Personal Services (Online)
Challenge
Increase site conversion rates through targeted
online display ads. A leader in the online dating industry approached [x+1] to
help them improve site conversion rates through targeted online
display advertising. The company wanted to learn the value of an
impression and the extent to which it influenced conversion. Understanding
the value of an impression enables more effective media planning
and more accurate measurement of campaign effectiveness. The challenge
was to ensure that the right customer was viewing the right ad
in order to optimize user behavior and drive them to subscribe.
Test
Segment users into two groups to determine impact of online display
ad on user behavior. To fully understand the efficacy of online
display advertising and measuring the value of an impression (or
view-through), [x+1] developed a structured test that ‘gated’ users
into two groups: an exposed cell (those exposed to display ads)
and a non-exposed cell (those not exposed). The test also measured
the results of targeted users being exposed/not exposed to display
advertising.
[x+1]’s sophisticated optimization and audience screening
technology made it possible to segment the user base and then to
serve, or not serve, ads to each user. This made it possible to
then gauge the impact of the ad on user behavior.
Result
Exposure to display advertising generated significant lift over the non-exposed control group.
- Ad exposure resulted in a 20% lift over the control group
- Targeting the best incremental responders generated over 70% lift for exposed vs. non-exposed cells
- New segments were identified and new media opportunities presented
- Combining targeting of best incremental responders with campaign exposure caps generated 126% lift
- Identified new site-side opportunities
Additionally, [x+1] was able to provide the company with valuable, defined audience profiles for different types of responders which helped them better understand their customers' behavior.
These dramatic results are the benchmarks from which the company will plan their future online advertising efforts and measure results against.
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