Merkur Feed-driven Dynamic Ads
Intro
Through an automated feed generated by e-dialog, Merkur was able to achieve a high interaction rate while simultaneously reducing creation costs.
Goals
- Independent control over ad content
- Independent ad delivery
The automated feed empowers us to communicate the right offers at the right moment while being efficient, relevant and profitable
Marko Petrovic, Lead, Merkur Digital
Strategy
- Creation of a feed that synchronizes relevant information with the ad
- Banners with various dynamic features
- Relevant users are targeted through Google targeting data
Measures
The goal was for Merkur to be able to independently control their ad content and distribution. Therefore, e-dialog created a feed that enables the synchronization of all relevant information with the ad.
Depending on the time and product discounts, the ad template automatically created an individual ad via Google Studio. The banners thus contain various dynamic features, such as different product images, discount information, calls to action, and website links. With Google targeting data, e-dialog ensured that relevant users saw the right ads.
The campaign setup was activated via Display Video 360, and delivery optimization was performed using Google Tag Manager.
Results
By creating an automated feed for the synchronization of relevant information, e-dialog was able to reduce numerous working hours and save costs for Merkur.
Thanks to the empowerment approach, Merkur can now communicate its discounts with a high return on investment and remains flexible for changes. Compared to traditional display ads, a high interaction rate and lower cost per action were also achieved.
- % Interaction rate with ads
- Uncomplicated template
- Costs after installation
