How We Increased Ad Visibility for E.ON and Reduced Costs

E.ON

Data a technologie Brand campaigns

A Case Study of E.ON's Campaign

93 %

visibility

0,85 Kč

the lowest CPMVS

Challenge

Strengthening awareness of the E.ON brand

The client aimed to effectively reach the target audience through online ads with a focus on:

Ad visibility:
Maximizing the percentage of ads that were actually visible to users.
Cost per thousand visible seconds (CPMVS):
Achieving the lowest possible cost while maintaining high engagement.
Average time spent with the ad:
Keeping users' attention.

Initial situation: E.ON had been investing in brand campaigns across multiple channels for a long time but was seeking ways to optimize the performance of RTB campaigns. They were also interested in testing new technologies, such as Seznam's placement scoring, and verifying the effectiveness of the in-house tool, Visibility Booster.

Set KPIs:

Ad visibility:
At least 85%.
CPMVS:
Below 1.00 CZK.
Average time spent with the ad:
Increase compared to previous campaigns (> 20 seconds).

Key metrics the campaign focused on:

Visibility (%).
Cost per thousand visible impressions (vCPM).
Average time spent with the ad (in seconds).
Cost per thousand visible seconds (CPMVS).

How to

Four Strategies for Maximum Visibility and RTB Campaign Efficiency

Campaign Strategy To achieve the set goals, the RTB campaign was divided into four setups with different configurations:

High-Quality Whitelist and Attention Planning: This setup targeted an open auction using Marketup's whitelist of websites with high attention levels, based on long-term collected data.

Whitelist + Visibility Booster: The above-mentioned whitelist was enhanced with Marketup's internal Visibility Booster tool, which optimizes ad placements on positions more likely to engage users.

Seznam Placement Scoring: This setup utilized a deal with Seznam's placement scoring, designed to place ads in highly visible positions.

Placement Scoring + Visibility Booster: A combination of Seznam's placement scoring and the Visibility Booster aimed to maximize attention and visibility.

Platforms and Tools Used:

DV360:
For RTB ad purchasing and campaign management.
Visibility Booster:
Marketup's internal tool for position optimization.
Seznam Placement Scoring:
A Seznam product ensuring visible placements.

Optimization The campaign was set up and launched based on the above-mentioned strategy. Performance metrics were continuously monitored, and adjustments were made accordingly:

Monitoring Visibility vs. CPMVS:
Campaign setups with higher CPMVS were further optimized, mainly by reallocating the budget.
Combination Evaluation:
The combination of placement scoring and Visibility Booster demonstrated the longest ad viewing time but at higher costs.

Services for client

Impact

What were the results?

> 85 % visibility

> 1 Kč CPMVS

Overview of Metrics:

Key Findings:

Best Performance:
Setup 2 (Whitelist + Visibility Booster) achieved the highest visibility (93%) and the lowest CPMVS (0.85 CZK).
Maximum Attention:
Setup 4 (Placement Scoring + Visibility Booster) recorded the longest average ad time (43 seconds) but at higher costs.
Lowest Efficiency:
Setup 3 with plain placement scoring had high CPMVS costs (2.81 CZK) and lower visibility (70%).

Comparison with Expectations:

Visibility:
The 85% target was exceeded in setups 1, 2, and 4.
CPMVS:
Setup 2 achieved costs below 1 CZK, significantly surpassing expectations.
Ad Time:
Setups 2 and 4 met the goal of extending ad exposure time.

Conclusion and Recommendations: Based on the results, it is recommended to:

Prioritize Whitelist + Visibility Booster:
This setup offers an ideal combination of low costs and high visibility.
Test Placement Scoring + Visibility Booster Combination:
For campaigns focusing on longer exposure, further optimize this combination, particularly to reduce CPMVS.
Monitor CPMVS:
This metric proved to be crucial for effective management of brand RTB campaigns.