{"id":13942,"date":"2022-03-29T00:00:00","date_gmt":"2022-03-29T00:00:00","guid":{"rendered":"https:\/\/e-dialog.group\/success-story\/dfv-expands-to-a-full-funnel-approach-and-focuses-on-youtube-video-and-audio\/"},"modified":"2026-02-26T20:46:14","modified_gmt":"2026-02-26T20:46:14","slug":"dfv-expands-to-a-full-funnel-approach-and-focuses-on-youtube-video-and-audio","status":"publish","type":"success-story","link":"https:\/\/e-dialog.group\/en\/success-story\/dfv-expands-to-a-full-funnel-approach-and-focuses-on-youtube-video-and-audio\/","title":{"rendered":"DFV expands to a full-funnel approach and focuses on YouTube video and audio"},"content":{"rendered":"<h2>Challenge<\/h2>\n<p>The client DFV pursues strict conversion and ROAS targets. Measures are mainly placed in the DO &amp; 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.   <\/p>\n<h2>Goals<\/h2>\n<ul>\n<li>Activation of all funnel stages<\/li>\n<li>Integration of awareness measures into a large-scale campaign<\/li>\n<li>Conversion optimization<\/li>\n<li>Brand and search uplift study<\/li>\n<\/ul>\n<h3>Efficient moving image<\/h3>\n<figure><img decoding=\"async\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/Case-Study-DFV-Connected-TV-2021-Slide-1-768x432.jpg\" alt=\"Case Study DFV Connected TV 2021 - Slide 1\"><\/figure>\n<figure><img decoding=\"async\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/Case-Study-DFV-Connected-TV-2021-Slide-2-768x432.jpg\" alt=\"Case Study DFV Connected TV 2021 - Slide 2\"><\/figure>\n<figure><img decoding=\"async\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/Case-Study-DFV-Connected-TV-2021-Slide-3-768x432.jpg\" alt=\"Case Study DFV Connected TV 2021 - Slide 3\"><\/figure>\n<figure><img decoding=\"async\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/Case-Study-DFV-Connected-TV-2021-Slide-4-768x432.jpg\" alt=\"Case Study DFV Connected TV 2021 - Slide 4\"><\/figure>\n<p>Previous<br>Next<\/p>\n<div id=\"highlight-text-block_5ab8abebf4ddd011edb607fccddda495\" class=\"highlight-text block block--highlight-text\" data-title=\"\">\n  <div class=\"highlight-text__content content\">\n    <svg class=\"content__decoration\" width=\"292\" height=\"292\" viewbox=\"0 0 292 292\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n      <circle cx=\"146\" cy=\"146\" r=\"113.5\" stroke=\"#FBC105\" stroke-width=\"65\"><\/circle>\n    <\/svg>\n    <h3 class=\"content__hl\">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.<\/h3>          <div class=\"content__text\"><p><cite>Bernd Dickhoven, Head of Direct Marketing &amp; Online Sales<\/cite><\/p>\n<\/div>\n              <svg class=\"content__question-mark\" width=\"40\" height=\"38\" viewbox=\"0 0 40 38\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n        <path d=\"M35.216 0.968261C38.0873 5.66466 39.523 10.4034 39.523 15.1844C39.523 19.4154 38.4673 23.456 36.3561 27.3062C34.2026 31.1987 31.099 34.7527 27.0454 37.9683L22.1684 34.9854C21.7462 34.7316 21.4506 34.4142 21.2817 34.0334C21.1128 33.695 21.0283 33.3565 21.0283 33.018C21.0283 32.6372 21.1128 32.2776 21.2817 31.9391C21.4506 31.6006 21.6406 31.3045 21.8517 31.0506C22.4007 30.4159 22.9918 29.6755 23.6252 28.8293C24.2163 27.9831 24.7653 27.0523 25.272 26.0369C25.7787 25.0637 26.2009 23.9848 26.5387 22.8002C26.8765 21.6155 27.0454 20.3462 27.0454 18.9923C27.0454 17.5537 26.8132 16.0094 26.3487 14.3593C25.8842 12.7516 25.1031 11.0592 24.0052 9.28215C23.6252 8.68982 23.4352 8.09748 23.4352 7.50514C23.4352 6.15123 24.1952 5.19925 25.7153 4.64922L35.216 0.968261ZM14.1879 0.96826C17.0592 5.66466 18.4948 10.4034 18.4948 15.1844C18.4948 19.4154 17.4392 23.456 15.3279 27.3062C13.1745 31.1987 10.0709 34.7527 6.0173 37.9683L1.1403 34.9854C0.718045 34.7316 0.42247 34.4142 0.253567 34.0334C0.0846676 33.695 0.000221656 33.3565 0.000221685 33.018C0.000221718 32.6372 0.0846677 32.2776 0.253567 31.9391C0.422471 31.6006 0.612485 31.3044 0.823613 31.0506C1.37254 30.4159 1.96369 29.6755 2.59707 28.8293C3.18822 27.9831 3.73715 27.0523 4.24385 26.0369C4.75055 25.0637 5.1728 23.9848 5.5106 22.8002C5.8484 21.6155 6.01731 20.3462 6.01731 18.9923C6.01731 17.5537 5.78507 16.0094 5.32059 14.3593C4.85611 12.7516 4.07495 11.0592 2.9771 9.28215C2.59707 8.68982 2.40706 8.09748 2.40706 7.50514C2.40706 6.15122 3.16711 5.19925 4.68722 4.64922L14.1879 0.96826Z\" fill=\"#2A6CD0\"><\/path>\n      <\/svg>\n      <\/div>\n<\/div><div id=\"basic-content-block_f9663836e285778a66283db72621d6cf\" class=\"basic-content block block--basic-content\" data-title=\"\">\n  <div class=\"basic-content__content content\">\n    <h2>Measures<\/h2>\n<p>With the newly developed strategy, the client activates the SEE funnel stage and thus establishes a <strong>full-funnel approach<\/strong>. The full-funnel strategy includes <strong>programmatic advertising<\/strong> (display, video &amp; audio) with a large share dedicated to <strong>YouTube<\/strong>. <\/p>\n<p>DFV set up a full-funnel approach in <strong>DV360<\/strong> with <strong>YouTube video ads and YouTube audio ads<\/strong> for their insurance products. These measures were accompanied by a <strong>brand and search uplift study<\/strong>. For search, DFV restructured and optimized campaigns for specific products.  <\/p>\n<p>Additionally, DFV optimized the full-funnel measures through extensive <strong>conversion optimization with Optimize360<\/strong> A\/B testing, ensuring that branding measures in particular can make the necessary contribution to the client&rsquo;s campaign and performance goals.&lt;\/p<\/p>\n<h3>2 templates &gt;&gt; all products &gt;&gt; yet diverse<\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/DFV-ad-1.png\" sizes=\"auto, (max-width: 253px) 100vw, 253px\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/DFV-ad-1.png 253w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/DFV-ad-1-148x300.png 148w\" alt=\"DFV Ad Example\" width=\"253\" height=\"512\"><br>\n<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/dfv-ad-2.png\" sizes=\"auto, (max-width: 256px) 100vw, 256px\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/dfv-ad-2.png 256w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/dfv-ad-2-150x300.png 150w\" alt=\"DFV Ad Example\" width=\"256\" height=\"512\"><br>\n<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/dfv-ad-3.png\" sizes=\"auto, (max-width: 254px) 100vw, 254px\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/dfv-ad-3.png 254w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/dfv-ad-3-149x300.png 149w\" alt=\"DFV Ad Example\" width=\"254\" height=\"512\"><br>\n<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/dfv-ad-4.png\" sizes=\"auto, (max-width: 255px) 100vw, 255px\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/dfv-ad-4.png 255w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/dfv-ad-4-149x300.png 149w\" alt=\"DFV Ad Example\" width=\"255\" height=\"512\"><br>\n<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/dfv-ad-5.png\" sizes=\"auto, (max-width: 256px) 100vw, 256px\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/dfv-ad-5.png 256w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/dfv-ad-5-150x300.png 150w\" alt=\"DFV Ad Example\" width=\"256\" height=\"512\"><br>\n<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/dfv-ad-6.png\" sizes=\"auto, (max-width: 256px) 100vw, 256px\" srcset=\"https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/dfv-ad-6.png 256w, https:\/\/e-dialog.group\/wp-content\/uploads\/2025\/08\/dfv-ad-6-150x300.png 150w\" alt=\"DFV Ad Example\" width=\"256\" height=\"512\"><\/p>\n<h3>all target groups &gt;&gt; all funnel stages &gt;&gt; 600+ variants<\/h3>\n<h2>Results<\/h2>\n<p>For the first time, DFV focused on awareness measures with a major campaign. The campaign delivered <strong>90 million impressions<\/strong> and <strong>200,000 clicks<\/strong>. Overall, DFV achieved <strong>47.82% completed video views<\/strong> and very <strong>efficient CPMs<\/strong> for video (&euro;2.70) and audio (&euro;2.05) placements.  <\/p>\n<p>The campaign also showed a significant impact on user <strong>search behavior<\/strong>. Keywords such as &ldquo;DFV&rdquo; and the cluster of DFV&rsquo;s most relevant product keywords achieved a <strong>relative increase of 398% and 71% respectively<\/strong>. <\/p>\n<p>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 <strong>implementation of trust elements could improve the conversion rate<\/strong>.    <\/p>\n  <\/div>\n<\/div>  <div id=\"kpi-large-block_6882518c0d2a82af835a765b304abe5a\" class=\"kpi-large block block--kpi-large\" data-title=\"\">\n    <div class=\"kpi-large__content content\">\n      <ul>\n                  <li class=\"content__kpi kpi\">\n            <span class=\"kpi__main main\">\n                              <svg viewbox=\"0 0 44 43\">\n                  <use xlink:href=\"#arrow-up\"><\/use>\n                <\/svg>\n                            <span data-count=\"398\"><\/span>\n                              <span>%<\/span>\n                          <\/span>\n                          <span class=\"kpi__hl\">&ldquo;DFV&rdquo; Search Uplift<\/span>\n                                  <\/li>\n                  <li class=\"content__kpi kpi\">\n            <span class=\"kpi__main main\">\n                              <svg viewbox=\"0 0 44 43\">\n                  <use xlink:href=\"#arrow-up\"><\/use>\n                <\/svg>\n                            <span data-count=\"37\"><\/span>\n                              <span>%<\/span>\n                          <\/span>\n                          <span class=\"kpi__hl\">Impressions on CTV<\/span>\n                                  <\/li>\n                  <li class=\"content__kpi kpi\">\n            <span class=\"kpi__main main\">\n                              <svg viewbox=\"0 0 44 43\">\n                  <use xlink:href=\"#arrow-down-right\"><\/use>\n                <\/svg>\n                            <span data-count=\"76\"><\/span>\n                              <span>%<\/span>\n                          <\/span>\n                          <span class=\"kpi__hl\">Cost per second (Audio vs. Bumper)<\/span>\n                                  <\/li>\n              <\/ul>\n    <\/div>\n  <\/div>\n","protected":false},"featured_media":13844,"template":"success-story-old.php","meta":{"_acf_changed":false},"categories":[446],"channel":[451,452,458],"country":[468],"goal":[460,466],"industry":[478],"c-year":[62],"class_list":["post-13942","success-story","type-success-story","status-publish","has-post-thumbnail","hentry","category-campaigns","channel-audio","channel-display","channel-video","country-germany","goal-brand-awareness","goal-performance-marketing","industry-insurance","c-year-62"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>DFV Full-Funnel: YouTube &amp; Audio | e-dialog<\/title>\n<meta name=\"description\" content=\"DFV Case Study: Full-funnel with YouTube video &amp; audio, programmatic ads. 90 million impressions, better media efficiency &amp; conversions. 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