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Campaign Management Strategy Improves CTR with Brand Safety & IVT

Case Type

Campaign Management, Managed Services

Partner Type

Retail Solutions

   Challenge

Sparkling Ice is a campaign that runs throughout the year with multiple KPIs to achieve, which makes it challenging to achieve as the targeting is restrictive. Using Sparkling Ice audience segments, the campaign was designed to deliver 8MM impressions and achieve the below listed KPIs.

  • CTR - 0.18%
  • Viewability - 70%
  • Brand Safety >95%
  • BS Risk% - <1.2%
  • Invalid Traffic rate - <0.77%
Abstract Waves

Solution

The Optiwave Media Managed Services included highly trained campaign managers who used the Inventory Lists feature to create blocklists and allowlists.

Image by Philip Oroni

Approach

Optiwave Media provided the partner with the following:

01

Our goal was to increase sales of Sparkling Ice water, so we created multiple placements based on audience targeting. Some impressions were targeted at Sparkling Ice buyers and some at non-Sparkling Ice buyers

02

Media plan and schedule were followed, and the campaign ran for about 10 days. We adjusted the pacing only during the first few days, as we wanted to have enough data to optimize for other KPIs

03

Two weeks later, we noticed that we were winning impressions at a lesser CPM, so we decided to further increase the CTR by utilizing the room available with blended CPM. Therefore, the CTR goal was raised in the campaign, followed by an increase in bids to cover the delivery

04

Although the CTR was increasing day by day, the challenge was keeping the campaign delivering evenly every day. Nevertheless, we were able to manage that by regularly adjusting the bid and daily allocation

05

The main challenge was to increase the overall Brand Safety to more than 95% while keeping the Invalid Traffic Rate below 0.77%

06

IAS was used to measure brand safety, IVT, and viewability metrics. Brand Safety and IVT were maintained by targeting segments with IAS pre-bids

07

Yet, we were still not meeting Brand Safety requirements, so we started blocking all domains that were negatively affecting Brand Safety. A second blocklist was also created to reduce IVT. Our Brand Safety was around 92%, and we wanted it to reach 95%

06

We were not seeing many improvements with Brand Safety blocklist, so we created an allow list for domains with a high Brand Safety pass rate of 98%

09

Delivery dropped after applying the allow list since it only contained around 200 domains, but CTR & Viewability exceeded the KPI, so we relaxed them along with increasing bid price to increase delivery

10

By maintaining the same settings, we were eventually able to achieve the 95% Brand Safety goal by seeing drastic improvements in the Brand Safety % daily

We achieved the following outcome by the end of the campaign with the above approach

  • Driving Sales effectively

Results

  • Achieving a higher CTR and Viewability
  • Meeting the 95% Brand safety goal
  • Keeping IVT less than 0.77%
  • Unique Reach at 35%
  • Frequency stands at Average 3 per user
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