CASE STUDY: Retail
PRODUCTS: DV360 | Dragonfly-Enhance for YouTube | Looker studio | YouTube
The Challenge
This global toy retailer aimed to maximise media efficiency and quality of delivery during a peak trading period.
Due to increased demand during the period, bidding for media placements increases, and fierce competition significantly restricts reach.
The Goal
We focused on optimising spend with engaged or high-value audiences, whilst delivering to a very high brand suitability standard.
Our aim was to expand our audience reach while concurrently optimising budgets, aiming for a minimum of 5% increase in cost efficiency.
In addition, we wanted to:
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Maximise video completion rate
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Secure brand suitability
The Solution
To achieve our goals, we implemented a multi-faceted strategy.
Firstly, we refined our targeting by updating negative keyword lists, eliminating unnecessary exclusions to widen our reach effectively.
We then maintained integrity and alignment by ensuring that all content placements were in line with the Client’s brand suitability standards.
Next, we deployed a frequency strategy across our DV360 campaign, strategically managing ad exposure to maximise impact without over-exposing target audiences.
We subsequently optimised bids to deliver sequential retargeting messaging through longer-form videos, enabling us to identify highly engaged audiences.
Enhanced video completions demonstrated increased engagement and better targeted suitability, facilitating stronger bidding optimisation.
Furthermore, we utilised advanced forecasting techniques to continuously optimise bids, ensuring efficient resource allocation and enhancing cost-effectiveness.
The Results
183% | 16% | +17% | 18% |
ROI | Improved cost efficiency | Higher video completion rate | Improved cost per completed view |
