by Missy Steiner | Nov, 2020
SUCCESS STORY
Leading CPG Brand Achieves 85% Video Viewability Rate, Surpassing Industry Average by 40%
A leading wholesale retailer turned to Bidtellect to shift their social media budget outside the walled gardens. The move not only quelled their concerns over brand placement next to user-generated content and polarizing ad environments but surpassed their goals by 30%.
OBJECTIVES
A leading CPG brand turned to Bidtellect to reach food and cooking enthusiasts to promote a new salad dressing.
- Primary Goal Viewability: 70%
- Secondary Goal VCR: 65%
SOLUTIONS & TACTICS
The team set video lengths at :25, :36, :40, and :45. The Bidtellect team made several site- and ad-level blocks based on low VCR and Viewability performance. Additionally, we optimized to best-performing creative, such as the top performer: a roasted cauliflower steak recipe with 87% Viewability.
RESULTS
Bidtellect achieved 85.29% Viewability, surpassing the primary Viewability goal by 15% and the industry average by 40%. We surpassed the secondary VCR goal, as well, achieving approximately 70% VCR, and even surpassed the contracted Average Cost per Complete View rate, averaging $0.02 compared to the contracted rate of $0.16. Desktop achieved the most scale and strongest viewability, while Monday proved to be the strongest day for VCR and Wednesday the highest Viewability Rate.
Total Number of Video Views
Average Cost per Completed View
Device with Strongest Viewability and Most Scale: Desktop at 88.50%
Best Day of the Week: Monday (Strongest VCR) and Wednesday (Highest Viewability Rate)
by Missy Steiner | Nov, 2020
SUCCESS STORY
Multinational Tech Company Podcast Success with Bidtellect
A multinational technology and software company wanted to maximize their newest digital channel: their president’s podcast. Thanks to a combination of contextual and behavioral targeting across all devices and ad units, Bidtellect’s Native platform successfully surpassed the CTR goal by 42% and the cost per click was 74% lower than the objective.
OBJECTIVES
The company sought to drive traffic to their newly launched podcast featuring their president. To measure campaign success, the goals were podcast listens and downloads, traffic to the podcast landing page, and impressions/clicks.
SOLUTIONS & TACTICS
Bidtellect utilized Native contextual and behavioral targeting campaigns across all devices and ad units to reach primarily tech influencers in the wireless industry and OEMs in the U.S. and Europe.
RESULTS
Bidtellect performed the goal throughout the entirety of the campaign. The Contextual campaign drove the lower CPC while Behavioral drove the best CTR. In-Feed Desktop outperformed all products and devices from a CTR and eCPC perspective. Sundays and Tuesdays are driving the strongest CTR of all the days of the week. Top-performing contextual categories include Technology & Computing, Sports, and Hobbies & Interests.
by Missy Steiner | Nov, 2020
SUCCESS STORY
Financial Services Client Leverages Bidtellect Through the Purchase Funnel for Checking & Savings Campaign
A major financial services partner leveraged Bidtellect’s platform capabilities for native display and video needs, tracking CPA, CTR, and VCR goals. Bidtellect surpassed all goals and saw a total of 393 conversions to the confirmation page of checking and savings accounts openings – completing the purchase funnel.
OBJECTIVES
- CTR .25%
- VCR 72%
- CPA <$60
CHALLENGES
Given the current global situation (coronavirus), Bidtellect was only able to run 1 of the 4 videos.
SOLUTIONS & TACTICS
Bidtellect’s performance team made constant adjustments throughout the campaign to optimize performance: lessened spend on Sundays given its higher CPA than all other days of the week, made numerous placement blocks across all campaigns based on no conversions, low CTRs, & low VCRs (depending on tactic), and shifted some of the budget out of the consideration keyword campaign into the consideration behavioral campaign.
RESULTS
Bidtellect completed the campaign with an impressive .55% CTR and had the majority of scale driving over 2.5K clicks to the landing page. Bidtellect completed the Video Awareness campaign 18% above goal with a 90% VCR and a $0.02 Cost per Completed View. In addition, Bidtellect saw a total of 393 conversions from the confirmation page using the conversion placement only, 142 of which were new clients. Client conversions came from various checking and saving account opening options.
by Missy Steiner | Nov, 2020
SUCCESS STORY
Beloved Zoo Reopening with New Safety Measures Post-Covid Surpasses CPA Goal By 91% With Bidtellect
A favorite regional Zoo forced to close due to the pandemic turned to Bidtellect to let customers know about their reopening plans and newly-implemented safety and sanitization measures. To overcome conversion setbacks due to an antiquated web host, Bidtellect implemented sophisticated contextual targeting and retargeting measures that drove conversions and surpassed goals.
OBJECTIVES
To promote awareness of the Zoo’s reopening after being closed due to COVID-19 and drive ticket sales.
KPIs:
-
VCR Goal: 70%
-
CPA Goal: $170
CHALLENGES
Given the onset of the coronavirus pandemic and new safety and social distancing requirements, the Zoo had to reimagine the way they operate entirely from ticketing to visitor experience. From a digital standpoint, we were being evaluated on ticket sales. The site kicks visitors to a digital queue when traffic levels are too high, we had to overcome this conversion funnel challenge.
SOLUTIONS & TACTICS
Together, Bidtellect and the Zoo utilized Native to push their new reopening message and educate consumers about their new safety measures. We leveraged contextual targeting, video, and retargeting. To tackle the conversion funnel issue, we utilized retargeting, Bidtellect’s pixel, and a 30 day lookback window to successfully drive conversions.
RESULTS
Retargeting was the strongest tactic Bidtellect utilized, driving almost 70% of conversions and CPA of $2.77. Both mobile and desktop drove similar conversions, but mobile takes the top device spot with a VCR of 72% and a CPA of $14.05. CTR was also highest here at 0.17%
The Zoo’s Director of Marketing noted due to Bidtellect’s outstanding performance since COVID, they’ve shifted social budget to us, and Bidtellect is a best-performing channel in their overall marketing plan.
by Missy Steiner | Nov, 2020
SUCCESS STORY
Major Regional Grocer Exceeds Video Goals Thanks to Contextual Targeting
Even with a tight regional footprint and targeting limitations, Bidtellect surpassed Native Display CTR and Video VCR goals thanks to Pause Out of View Video and 3rd Party Contextual Targeting capabilities.
OBJECTIVES
A major regional grocer sought to reach more customers more efficiently using native display and video through
Bidtellect’s platform.
- Primary KPI: Reach 60% & Frequency 4x Weekly
- Secondary KPI: Display: .30% CTR.
- Monitoring Viewability at 70%
- Video: 70% VCR, Monitoring Viewability at 70% and Use Pause Out Of View Video
CHALLENGES
Bidtellect had to contend with a tight regional footprint: 5 states and 6 designated market areas (DMAs), as well as several targeting limitations such as 2nd Party DataAudience Targeting, and utilizing activation and suppression of 3rd Party Data as well as Bidtellect Contextual Categories (Food & Drink, Shopping, Society, Arts & Entertainment), while managing to control group suppression plus an over-exposure audience.
SOLUTIONS & TACTICS
Bidtellect sorted the campaigns within 2P and 3P to show Native Display and Native Video campaigns. Throughout the campaign, results consistently showed 3P Contextual Targeting yielding a .33% CTR and 87.4% VCR, and the 2P data set delivered at .22% CTR and 73.3% VCR. While Bidtellect did continue to parse out the campaigns within News Whitelist and No News, we saw the strongest performance continue to come from 3P Contextual Targeting.
RESULTS
Bidtellect surpassed all goals, with mobile and tablet earning the highest performance across devices, and 3rd Party Data / Contextual Targeting outperforming 2nd Party Data.
Top performing CTR device for display: Mobile
Top performing VCR device for video: Tablet
Top performing CTR creative for display: Sandwich
Top performing VCR creative for video: Turkey
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