Improving the CTR and visibility for a client in the Internet and TV services segment

The unnamed client in our case study is a provider of internet and television services to a wide range of audiences. With a focus on providing high-quality connectivity and entertainment solutions, the client wished to expand brand-identity awareness and thereby maintain a strong market position. The client decided to team up with us for an RTB campaign, where we sought to take full advantage of the precise targeting of the defined target audience, focusing the reach on high visibility and leveraging banner displays across the wide portfolio of websites RTB has to offer.

Purpose of campaign testing

With RTB campaigns, we try to bring brand awareness to the forefront. The metrics of primary importance, essential to constantly monitor for the success of the campaign, were reach and CPM (cost per mille). We defined increasing CTR visibility as a secondary target.

Problem

The long term problem was that the CTR was at a very low level of 0.05%. Even after several optimization steps, we could not increase it, so after discussing with the client, we decided to rethink the campaign objective and we defined the primary and secondary objective.

Optimization strategy

We can confirm that the use of AI worked for this unnamed client during the campaign optimization process, and this changed the overall results of the campaign. In this case, AI performed the campaign optimization and personalized the content for us. It automated repetitive processes in the campaign that served our established goals.

Results

The final campaign results showed us a significant improvement in campaign performance, specifically when it comes to the following metrics:

Increased CPM: Before optimizing the campaign, our CPM was at CZK 41 and then after optimizing the campaign we got to CZK 64. We have seen an increase which could have been due to various factors such as the quality of content, changes in the dynamics of competition among advertisers or other aspects.

Increased CTR: Due to the implementation of optimizations and use of AI, CTR saw a significant increase from the initial minimum of 0.05% to an average of approximately 1.85%. Increased engagement translated into an improved audience response in favor of the client's offered services.