Performance Boost for OptiFibre® with DV360
Intro
Thanks to dynamic rules in the DV360 Format Gallery, nine different target groups could be addressed with just one template. This targeted approach increased the conversion rate by 27% compared to the previous year and generated 19 million impressions.
Goals
- Addressing very different target groups equally
- More attention & awareness for the product OptiFibre®
- Higher conversion rate on the OptiFibre® website
The use of dynamic ads allowed us to save time, be more efficient and successful and maximize performance. Furthermore, the dynamic template can now be used for all upcoming campaigns and easily be adapted to new messages.
Katrin Zulechner, Head of Performance Marketing
Challenge
OptiFibre®, part of Nestlé Health Science, distributes products for healthy intestinal flora, which are available in all Austrian pharmacies.
OptiFibre®’s goal is to draw the attention of various target groups to the wide range of applications for its products. However, the major challenge was to ultimately bring these individuals into the pharmacies where the products can be purchased. To increase efficiency and maximize conversions, manually creating and adapting ads for different target groups was not enough: e-dialog had to go one step further.
Measures
To achieve this, e-dialog used so-called Dynamic Data Driven Creatives, created in the DV360 Format Gallery. A dynamic template was developed that automatically adapts the content to the correct target group and the customer journey phase (New User vs. Retargeting). Through precise targeting, different users (e.g., seniors, young people, or website visitors) can be addressed with personalized ads.
Results
By creating suitable dynamic rules in the DV360 Format Gallery, nine different target groups could be addressed with just one template. Furthermore, additional ads can be created during the campaign by simply adapting the template.
Within 3 months, the campaign achieved a broad presence despite the limited budget, generating 19 million impressions and over 4,482 interactions on the website.
The adapted targeting and ads resulted in an average conversion rate of 6.9% (27% higher than the 2018 average rate of 1.91%) and a low average CPM of €1.07 (compared to €2.87 in 2018).
- % Conversion rate
- € Average CPM
- % Viewable impressions
