MAXIMUM EXPOSURE, MINIMAL COST.
HOW QUALITY CONTENT AND SMART PROMOTION DROVE A PHENOMENAL AMOUNT OF VIDEO VIEWS FOR SERATO
The Icon Artist Series is a diverse, hand-picked collection of artists who represent and epitomise the Serato ethos. They include DJ”s like Fatboy Slim, Erykah Badu, Mix Master Mike and The Gaslamp Killer.
Given the popularity of video amongst the Serato and DJ celebrity fan base, as well as the reach and targeting potential of YouTube, YouTube Promoted Video was an obvious promotional platform choice to amplify and extend the reach of the Icon Artist Series Video’s cost effectively.
FIRST’s goal was aimed at generating maximum video views whilst minimising the average cost per view (CPV).
By focusing on a few key elements, Serato & FIRST managed to gain some impressive exposure and reach, very cost effectively for the launch of the first few Icon Artist series videos.
With 60% less media cost, see how we were able gain a 145% increase in views while reducing the cost per view by 84% as well as some key insights to help you maximise the effectiveness of your YouTube Promoted Video campaigns.
Download the full case study here
Download the full case study
For the full report (PDF) please use our download form
Find out if Specsavers or Clearly Contacts (both: Eyewear providers) offers the better online customer experience and how they’re doing it.
This report is part of a series that looks at leading websites within specific industry verticals, to highlight good digital marketing practises, and opportunities for improvement. Additionally, a consumer survey was carried out to discover what is most important for Kiwis when buying eyewear online.
By comparing website pages, online visibility and survey data, we discovered:
- Who has the edge in delivering a better customer experience
- How their online ordering process differs and which we think is best
- Which site offered the easiest way to find products
- How they each fair in getting in front of their target market online
- Some areas to improve conversions
- Where the first place Kiwis go when searching for glasses and contact lenses
- The least important criteria for making a buying decision
We believe that User Experience is critical to online success. This report is intended to simply provide an overview using readily available data. Further work would need to be undertaken for a complete and comprehensive market or competitor analysis.
For the full report (PDF) please use our download form
How One Small Change Made a Big Difference for RentalCars NZ
RentalCars NZ is proud to be a 100% kiwi owned and operated family company specialising in rental vehicles at affordable rates. Conversion Rate Optimisation provides an environment that enables RentalCars NZ to quickly test different scenarios aimed at improving user experience, conversions and revenue.
Using Optimizely.com to run this A/B test, our goal was to increase online completed bookings, and increase revenue. We noticed a that there may be disconnect between ad message and landing page experience.
Our theory was if a user clicks an ad that promotes a specific/special price, then a product that matches that price point should be immediately visible on the landing page. By not meeting this user expectation straight away, it may result in negative feelings from the visitor towards the brand and deter some visitors from further engaging to book a car rental. ‘Bargain hunter’ type visitors who are price sensitive, might also not hang around long enough or sift through listings to find the right match, especially if the ad that brought them to the site pre-qualified them in some way.
For the full scoop on how this small change resulted in increased bookings from visitors who landed on the test page by 59.2% and improved revenue per visitor by 78.6% compared with visitors who landed on the original page, download the full case study here Download the full case study
I have had a number of conversations recently where marketing teams are questioning the digital media plans proposed by their media agency, especially when it comes to gaining measurable results.
Here are some questions you should be asking your media agency before the proposed plan is approved. Asking a few questions now could deliver far greater results, and save a headache later.
- Are the campaign objectives clear?
- Is the proposed plan going to meet those objectives?
- How will success be measured?
- How will success be tracked? What attribution method will be used to evaluate the influence of various channels towards the goal?
- What placements? Run of site? or specific sections?
- What targeting options will be used? Behavioural / interest? Geo-location? Gender skew?
- What creative formats will be used? Banners? Text links? Content blocks? Advertorials?
- Will the media be ‘always on’ or just on certain times of days / weeks?
- Is the placement on a CPM, CPC, or CPA buy, or a combination of?
- Is this going to get us the best result? What would happen if we dropped [x placement] or improved targeting on [y] placement?
- What placements / channels are going to be known to deliver the best response? What is going to play a secondary role in results, but still will attract the right audience
- How do we know we are getting best rates for this placement?
- How will we evaluate the effectiveness of any online video promotion?
- What channels have been left off the media plan? Why?
- How does this online media plan support and complement the PR plan? How does it support and complement the offline advertising plan?
Optimisation & Performance
- How will performance be optimised over the scheduled planned period?
- Is the plan set in stone? Can it be changed dynamically as results are gained to push more of what works, and less of what doesn’t?
- Does it make sense for the campaign to be front-weighted, or should a soft launch with a ‘test and see’ approach be adopted?
- How will Creative + Media + Conversion align to the same objective?
- What creative optimisation will take place as the campaign progresses?
- What ‘optimisation’ will be performed ‘on-site’ to maximise conversion? How will landing page testing play a role?
- How often will the outcome be reviewed?
- What happens if despite best efforts it fails? What is an alternative plan?
Many times, media agencies have the answers and just need a little encouragement to draw the best thinking out of them. Ultimately you need to be able to measure tangible success – if you are not seeing success, the strategy needs to change!