SPORT 2000 achieves record success with the first personalised video ad campaign in the DACH region
Intro
Europe’s leading sports retail chain, SPORT 2000, successfully ran the first personalised video ads campaign in the DACH region together with e-dialog. With more than 144 dynamic video variations, it delivered the most profitable Ski Rent season to date—an important indicator of the overall success of personalised campaigns.
The case study with all details is also available as a PDF download!
Challenge
As a leading sports retail chain, SPORT 2000 aimed to revolutionise its advertising strategy and looked for ways to personalise its video ads campaigns to achieve better results.
Goals
-
Creation of personalised video ads for YouTube NonSkippable & YouTube 4 Action
-
Definition and targeted approach of 4 main target groups—connected with Google Audiences and interests
-
Optimal use of existing resources and budgets
Measures
e-dialog designed and developed video ads with a total of three dynamic elements: the headline automatically changed based on users’ interests—whether football, shopping, TV, and many more. The video footage changed according to the assigned main target group (general, touring skis, extreme sports, and family). In addition, the USP was also dynamic and selected depending on performance. These measures resulted in a campaign with over 144 video variations.
In addition, tailored audiences were created using machine learning and enriched with demographic characteristics. All of this enabled targeted communication with potential customers.
Results
With this innovative, data-driven approach, SPORT 2000 achieved outstanding results, recording its most profitable Ski Rent season to date. The performance metrics were also impressive: a CTR of 0.41% and a CPM below €2.50 with over 2 million unique users. Compared to previous video campaigns for SPORT 2000, the CPM was reduced by 62% and the CTR increased by a full 102%—all within a campaign runtime of just 3 weeks.
In addition, thanks to the fast and cost-efficient production of personalised video content, SPORT 2000 was able to completely forgo a shoot. This revolutionary campaign shows that personalised video ads are not only an effective marketing tool, but also open the door to new opportunities in the future of digital advertising.
- % Click-through rate => increase of 102%
- € Cost per mille (CPM) => reduction of 62%
- million Unique users
- Weeks Campaign runtime
Excellent!
This case was awarded the IAA Austria EFFIE Award in Silver in the Speciality category Digital Businesses. For e-dialog, this is its first EFFIE award. The Digital Business category honours measures and/or campaigns that focus on success in the digital space.
Excellent!
This case was awarded the iab Austria webAD Award in Gold in the category Best Data-Driven Campaign. For e-dialog, this is its 4th webAD award in 4 years. The award for Best Data-Driven Campaign honours digital marketing strategies whose efficiency is strongly based on the use of data.
