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The number of registrations for Pathé’s ‘Thuis app’ has grown enormously thanks to a combination of the smart use of purchasing types on banner exchanges such as those of Sanoma, Facebook, RTB and Google Adwords. What is striking is that the banner exchanges then resulted in more sales, and the deployment using Adwords produced a lot of traffic at low costs.

Aim

To realise strong growth in the number of registrations for the Pathé ‘Thuis app’ in April 2013 for a fixed low CPA.

Background

The relevant advertising for an app, such as Pathé’s ‘Thuis app’, is most effective in a smartphone or tablet environment. These screens are becoming increasingly important for the consumer − in 2010, one in ten Dutch households had a tablet and that number has now risen to one in three.
At the moment, in-app advertising is not used that frequently, although it makes it possible to reach users in a relevant way. Just one in three marketeers is currently using in-app advertising. Pathé was convinced that it has possibilities, so that it deployed it in-app advertising at the start of the campaign.

Considerations

• The desktop screen was not used in this campaign because the proposition involved downloading the app. By being present only at the right times (evening) and in relevant environments, the relevance of the Pathé app was maximised.

• For the tablet and mobile phone, a mix of purchasing types and banner exchanges was chosen. In terms of purchase format, both RTB and non-RTB were deployed. Besides the purchasing on Sanoma, for example, this also occurred on the Facebook Exchange. The in-app advertising was provided through the Google Adwords network.

For the in-app campaign on both RTB and non-RTB, two formats were deployed: a leaderboard and a medium rectangle. They were served out as animated Gif in-app banners:

Facebook

For Facebook, Page Post photo ads were used in the mobile news feeds in the 28-37 and 47-57 age groups.

The mix of networks revealed different effects

  1.  YouTube: Lots of traffic for a very low cost per view. However, it is striking that deeper targeting was not significantly better.
  2.  Sanoma: Higher conversion ratio leaderboard than with medium rectangle.
  3.  In-app: Here, the conversion ratio was actually the reverse and the difference many times higher: the rectangle scored 6 times higher than leaderboard. In addition, the lowest CPA was recorded for in-app.
  4.  Facebook. The 28-37 and 47-57 age groups created volume and the lowest CPAs. The first figures without an incentive display a CPA, not optimised, that is twice as high.

Conclusion of deployment

By being deployed on different networks, they strengthened each other because they were deployed both broadly and specifically. Moreover, they were only deployed at specific times to increase the relevance. YouTube produced a high level of traffic that was monitorised by means of broad targeting, as a result of which the cost per view was very low. In total, Facebook produced the most CPAs (CPA: costs of registering Pathé app), but the in-app recorded the lowest CPA. In addition, the deployment of Sanoma resulted in the highest sales (video on demand).

General conclusions:

The campaign was optimised by CR% registration. The results were better than expected. The online deployment produced 64 percent of the total number of registrations.

The campaign trend shows that the campaign was most successful during the first two weekends. This can be explained by the support provided by TV ads. Then, in the remaining weekends, the campaign always displayed a peak – in the weekend users had more time to download and view a video.

The trend CPA conversion ratio became constant pretty quickly

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