Identified real time bidding display as an opportunity Increased year on year ROI from display advertising by 38%
On behalf of Avis Budget Group we undertook a comprehensive review and testing program of the display real time bidding ecosystem including data, audience and inventory sources.
While the adoption of real time bidding display was an opportunity, it also introduced a degree of risk, given the potential loss of performance by migrating investments from existing display programs.
Given the nascent nature of real time bidding in 2010 across key European markets outside of the United Kingdom, a rigorous testing program was required to identify the best combination of platform, data, audience and inventory by geographic location.
House of Kaizen undertook an extensive review of the real time bidding marketplace, deploying a Real Time “bake off” assessing a series of demand side partners across ten countries against five criteria:
- Data – behavioural, semantic and contextual
- Optimisation - manual versus algorithmic
- Analytics – prospecting versus re-targeting
- Service – proactive operations team
- Reach – market coverage
How we did it
Identified and expanded a minimum viable product
Following the testing of the demand side platforms and exchanges we consolidated investment across five platforms, leading to a refinement of prospecting, in-market and re-targeting display investments.
The five platforms are continually being optimised on the basis of performance by time of the year, country and targeting criteria.
Introduced dynamic ad messaging to improve relevance and conversion
Together with overlaying audience data, we introduced dynamic creative messaging across prospecting and re-targeting investments.
The dynamic ad messaging did not only adapt to the quote location but leveraged semantic and contextual targeting to tie messaging to the content users where consuming on sites such as The Guardian and xe.com.
Segmented and assigned a secondary and primary conversion goal
We segmented investment on the basis of prospecting, in-market and re-targeting activities, establishing completed rental quotes (by location, car type and pick-up date) as the prospecting goal and booked rentals as the primary conversion goal. This decision ensured we managed the end to end conversion funnel and did not artificially increase the clearing bid price of our buys.
Our real time bidding display contributed:
- 53% of revenue with 45% of media spend;
- Delivering a 38% increase in revenue year-on-year; and
- A 91% increase in ROI year-on-year.
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