Advertising Material Optimization Boosts Performance for VBW
In brief
Even minor adjustments to the video ads led to a significant increase in campaign performance.
Photo credit: Deen van Meer
Challenge
Until now, the ads designed for YouTube (landscape format) have been used in the promotional banners to promote the production of *The Phantom of the Opera*. The contrast of the CTA button was low, making the text difficult to read.
Measures
The template was customized to better accommodate the various display formats. The video was embedded full-screen. The CTA button was adapted to the landing page’s new design, which also optimized the contrast.
Images: Comparison of video ad templates before and after optimization; Source: e-dialog
Results
The adaptation of the advertising materials led to a significant increase in the campaign’s performance. Both clicks and conversions increased during the comparison period. Cost per click, on the other hand, decreased. As a result, all relevant KPIs improved.
- % Click-through rate
- % Conversion Rate
- % Cost per click
