DFV expands to a full-funnel approach and focuses on YouTube video and audio
Intro
Deutsche Familienversicherung sells its products primarily online and maintains a clear focus on performance and conversions. Nevertheless, the upper and middle funnel should also be used deliberately to increase awareness and bring new users to the website. Therefore, alongside a strong SEA focus, e-dialog implemented a video and audio strategy using DV360.
Challenge
The client DFV pursues strict conversion and ROAS targets. Measures are mainly placed in the DO & THINK funnel stages. DFV invests a large portion of its monthly media spend in SEA. Furthermore, display and, to a lesser extent, video advertising are part of these measures.
Goals
- Activation of all funnel stages
- Integration of awareness measures into a large-scale campaign
- Conversion optimization
- Brand and search uplift study
Efficient moving image
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We have succeeded in increasing media efficiency and are very pleased that we were able to utilize all the advantages of traditional TV usage with Smart TV and audio at a comparatively low CPM.
Bernd Dickhoven, Head of Direct Marketing & Online Sales
Measures
With the newly developed strategy, the client activates the SEE funnel stage and thus establishes a full-funnel approach. The full-funnel strategy includes programmatic advertising (display, video & audio) with a large share dedicated to YouTube.
DFV set up a full-funnel approach in DV360 with YouTube video ads and YouTube audio ads for their insurance products. These measures were accompanied by a brand and search uplift study. For search, DFV restructured and optimized campaigns for specific products.
Additionally, DFV optimized the full-funnel measures through extensive conversion optimization with Optimize360 A/B testing, ensuring that branding measures in particular can make the necessary contribution to the client’s campaign and performance goals.</p
2 templates >> all products >> yet diverse
all target groups >> all funnel stages >> 600+ variants
Results
For the first time, DFV focused on awareness measures with a major campaign. The campaign delivered 90 million impressions and 200,000 clicks. Overall, DFV achieved 47.82% completed video views and very efficient CPMs for video (€2.70) and audio (€2.05) placements.
The campaign also showed a significant impact on user search behavior. Keywords such as “DFV” and the cluster of DFV’s most relevant product keywords achieved a relative increase of 398% and 71% respectively.
The analysis in O360 revealed insights and areas with room for improvement. From these findings, we derived potential for further tests and measures to improve the landing pages. It became clear that the website could be optimized for mobile use. Additionally, the analysis showed that the usability and setup of the implemented forms could be improved by creating a better overview. Furthermore, users who convert online research thoroughly, so the implementation of trust elements could improve the conversion rate.
- % “DFV” Search Uplift
- % Impressions on CTV
- % Cost per second (Audio vs. Bumper)
