Challenge
Selling smartphones can be a complex task for telecommunication companies. Optimizing online campaigns down to the last dollar is crucial in a market where most consumers perceive telcos to offer similar products. This article discusses how a telco used Contxtful Receptivity metric to test its campaign. Resulting in a significant reduction in video cost per click (CPC).
Approach
To determine the effectiveness of Receptivity, an A/B test was conducted on a regular conversion campaign that included both display and video components. The campaign was split into two separate groups to ensure there was no cross-contamination. The test group was composed only of receptive impressions, while the control group had a standard run of the campaign without qualifying impressions. The attribution window of the test was set at 28 days to capture every conversion generated by the campaign and get the appropriate result.
Results
After a month, the results were significant. Receptive impressions reduced the video CPC by 70%, and the cost per consideration for display ads went down by 56%. The telco's media agency was impressed with the high engagement rates of receptive users and recommended using this type of impression for all future campaigns
Conclusion
The success of this campaign has cemented Receptive inventories as a critical tool in the telco's future campaign strategies. By lowering costs and increasing their impact with real human users on Receptivity-certified publisher websites, the telco has gained a competitive edge over its rivals.