A display campaign will bring brand support and sales

Display advertising, of course everyone can try, but we ourselves give it to clients we prefer to plan when they already have a long way to go in their growth – fine-tuned performance channels, excellent running e-mailing and looking for ways to further increase performance and brand awareness.

In the long run banner campaigns except for direct results they help with the growth of brand knowledge and thanks to that increase in conversion rate for all performance channels.

However, we also use display advertising we focus not only on building brand awareness, but also on performance. And since it's best to show the results concretely, let's take a look at how she looked Christmas campaign 2022 Trenýrkárna.cz on Seznam services.

Trenýrkárna.cz so far she has never tried a classic display campaign, neither as direct purchase nor as RTB. So far, all activities have been conducted only through performance ads in the Google and Seznam networks.

This time, we allocated a budget directly for the purchase of selected areas of the List. We selected the areas based on many years of experience with clients in the field of fashion. At the same time, we combined them in order to test their functionality for the future. So it was about:

• Skyscraper 300×600 on seznamzpravy.cz, here we have additionally created two gender targeting
• Native advertisement 800×533 on novinky.cz
• Mobile square 480×480 on novinky.cz

We also planned creatives for three periods. One of them was related to a TV campaign (November 14-20), where we wanted to test how the campaign would work when supported by a relatively large TV advertisement.

The second part contained a similar offer - only it was visually modified for Black Friday (November 21-28).

The third part ran during the height of Christmas shopping and was the longest (28.11.-18.12.). Its termination mirrored the predicted strongest days before the end of Christmas shopping – i.e. the last weekend before Christmas.

However, we still wanted to know one very important thing. How viewing an ad affects a customer in the following days. That's why we used the Adform software to manage the campaign also measure the purchase after viewing the ad, not after a click – basically it is an assisted conversion without a click. At Trenýrkárna.cz, where the average purchase is around CZK 1,000, we decided to be relatively strict and counted the purchase only if it took place within 24 hours of viewing the ad.

And now finally the numbers

Men v. women

Trenýrkárna.cz has half as many female shoppers as men. However, we are in the campaign they split impressions between both sexes equally – the results slightly surprised us. They were essentially the same – 0.28 % CTR in women vs. 0.27 % in men. Revenues according to Adform (including "post impression" purchases) totaled CZK 330,000. The gender was also divided almost exactly in half - men bought for CZK 169,000, women for CZK 161,000. The difference is at the limit of statistical error in the number of purchases as well - 200x men, 189x women.

TV campaign

During the TV campaign, the impact of the ad was the highest – even higher than during the Christmas peak. It just confirms what most of us know – linking campaigns across channels works. However, it is important to keep the same messages and visuals, otherwise the result is not the same. How was it exactly? CTR during the TV campaign was 0.25 %, otherwise it was only 0.2 %. Here it is appropriate to say that the price per visit also decreased to CZK 49.88, compared to CZK 63.27 during Black Friday. For the Christmas part, it fell again to CZK 59.62.

Development of the campaign over time

During the campaign, CTR gradually got worse. The Christmas part lasted two weeks without changing visuals. We think that the reason is less rotation of new creatives. If they change more often or even dynamically generate banners, the decline would slow down or stop completely.

We also watched strong campaign days. Thursday and Friday always worked best across the entire campaign. This is a different behavior than the average, where the best days are Sunday and Monday. It is possible to play with the campaign layout more in the future in favor of stronger days and thus improve the results. It is not important to take into account whether the behavior of buyers from the campaign is the same as those who buy from other channels.

What about cell phones?

Here it was significantly higher CTR, part of that is of course due to so-called misclicks, when people click on the banner by mistake. That's why we also focused on user behavior compared to the average. We were pleasantly surprised misclicks were less than 10 %. Trenýrkárna.cz customers make more purchases on mobile phones than on desktops. This was not the case with our campaign, and for future campaigns banners will need to be more "mobile tuned". We used the same creative, a significantly simpler variant would be suitable for mobile.

Overall rating

We are at the first campaign they tried a lot of things, so that in the others that will follow this year, we can already do it for sure. And so the result exceeded our expectations. Why? The planning was done and the behavior of the customers from the campaign corresponded to the standard behavior. In some indicators, even more interesting - v an average of 10 % more pages viewed to visit.

Turnover from the campaign when counting "post impression" conversions exceeded 800,000 CZK and brought 1,000 completely new customers. Of course this was due to the Christmas timing – at other times of the year it would be about 40 % less.

What do we focus on next?

Above all, to work with creative – dynamic banners that, in addition to promoting the brand, will offer current bestsellers. However, this is not enough, even the part with the brand will have to be changed depending on the season (Christmas, Black Friday), but also according to gender.

And one more thing will be important – optimize the campaign for cost per click. This means always planning a larger part of impressions for stronger days of the week and not being afraid to limit less functional formats in favor of more functional ones during the campaign.

Do you also want to help with campaign planning, consulting or its purchase? Just call or write. 775 505 477, online@www.promogen.cz