This major Banking client was looking for a way to gain a strong competitive advantage within the ‘Everyday Transaction Accounts’ product market. MEDIATA was given an aggressive eCPA target of $140.
MEDIATA was pressured to perform well above average due to the large amount of competitors within the Banking sector. Hence, effectively targeting the product to the most accurate and responsive audience was critical for this campaign.
MEDIATA opted for a blend of Packaged, Lookalike and Retargeting Audiences.
Tracking pixels were deployed before the campaign start date on the client’s homepage and across the purchase funnel. This enabled MEDIATA to build up a detailed understanding of the user profiles that would be used to create the lookalike component of the campaign. This early pixel placement also allowed MEDIATA to build up a substantial pool of users to Retarget.
Through analysis of the pixel data and discussions with the client, a number of relevant Packaged Audiences were also selected. These audiences would all be targeted through MEDIATA’s bespoke DSP platform.
The platform is designed to (through a blend of machine learning and ‘hands on’ optimisation) ensure that out of the thousands of variables that can affect campaign performance, only the most relevant are targeted.
Results & Analysis
The campaign performed very strongly. The effective choices of the Packaged Audiences meant the campaign outperformed the eCPA target within the first week!
As seen in Graph 1, the top four segments for the Packaged Audiences all achieved a CPA below the campaign target of $140.
Graph 1: CPA Performance by Packaged Audience Segment
In time, as data on the client’s audience became richer, spend was shifted to the Lookalike and Retargeting Audiences. Graph 2 compares the CPA results, validating the logic of shifting budget to the better performing audience products.
Graph 2: CPA Performance by Audience Product
With an overall campaign eCPA of $96, all three MEDIATA products outperformed the eCPA target that was set by the client.
More complex products, such as the Lookalike Audiences perform slightly better as these products tend to have a more involved approach – working with clients to fully understand and map audience requirements, as well as deploying MEDIATA’s bespoke audience matching technology. The reduced wastage and improved performance these components achieve make them extremely worthwhile.
Finally, Graph 3 shows how conversion volumes grew steadily throughout the life of the campaign. This is due to MEDIATA’s three-pronged strategy of implementing and effectively optimising three different campaign components.
Graph 3: Conversion Volumes by Week
We have definitely found a long-term performance partner in MEDIATA. They consistently over-achieve for our client.