adform-content_manager_case_study
DESCRIPTION
http://www.adform.com/site/files/business-center/Cases/Adform-Content_Manager_Case_Study.pdfTRANSCRIPT
CASE
Content Manager
Case Setup
C l i e n t M e d i a a g e n c y C o n t e n t M a n a g e r + A d s e r v i n g & r e p o r t i n g
Case background
High price paid for creative production seen as a barrier for executing digital
campaigns!
Advertisers more than ever focused on cutting creative production costs.
Especially eCommerce advertisers in need for a quick and easy way of changing banner
content - i.e. retailers having weekly offers.
Recent research show that numerous creatives in rotation generates higher ROI and
minimizes wear-out effect.
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The Challenge
ALD launched a campaign promoting their services as a full service car dealer.
With numerous vehicles on fleet, each unique in condition, there was a need for
banners that would allow dynamic banner content changes.
Ability to change banner material fast and inexpressive was key for ALD in their
dynamic ad campaign.
[email protected] www.adform.com
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CASE
[email protected] www.adform.com
The Solution
Adform Content Manager allowing ALD to easily modify all creative aspects including
product images and text in real-time.
Dynamic Content Manager banners with different ad messages and specifications
based on the same template in rotation with standard banners.
Setup seamlessly integrated with Adform’s optimization tools thereby allowing ALD to
dynamically optimize their campaign.
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The Result
Saved time and money
The Content
Manager setup
eliminated the
need to physically
alter banners when
changes needed to
be applied to text
and product
11 Thereby ALD saved
money and time
usually spent on
creative production
images
12 ALD gained
valuable insights
into product
performance which
could be
implemented in
future campaigns
images
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CASE
[email protected] www.adform.com
The Result
Positively impacted campaign performance:
The normal wear-out effect was avoided by changing content periodically thereby
performance was positively impacted throughout the campaign.
The campaign generated very high click-through rates throughout 5 months of air time.
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The Conclusion
Saves time and money…
The Content Manager allows for easy
real-time modification of any
creative aspect including images,
text, video assets and sounds etc.
The Content Manager empowers
clients to easily enhance relevancy,
optimize creative and cut production
costs.
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Positively impacts campaign performance
The Content Manager can positively
impact ROI of campaigns through
creative optimization and help to
prevent campaign wear-out effect.
Clients can gain valuable insights
into performance which can be
implemented in current or future
campaigns.
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Month 1
0,00%
0,20%
0,40%
0,60%
0,80%
1,00%
1,20%
CT
R%
Month 2 Month 3 Month 4 Month 5