{"id":9597,"date":"2023-02-03T11:20:03","date_gmt":"2023-02-03T10:20:03","guid":{"rendered":"https:\/\/www.promogen.cz\/display-kampan-prinese-podporu-znacky-i-prodej-2\/"},"modified":"2023-08-30T15:00:55","modified_gmt":"2023-08-30T13:00:55","slug":"blog-display-kampan-prinese-podporu-znacky-i-prodej","status":"publish","type":"post","link":"https:\/\/promogen.cz\/en\/blog-display-kampan-prinese-podporu-znacky-i-prodej\/","title":{"rendered":"A display campaign will bring brand support and sales"},"content":{"rendered":"<div class=\"vc_row wpb_row vc_row-fluid vc_row-o-content-middle vc_row-flex wd-rs-63ce9c472e937\"><div class=\"wpb_column vc_column_container vc_col-sm-6\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\">\n\t<div  class=\"wpb_single_image wpb_content_element vc_align_center imgblogstin\">\n\t\t\n\t\t<figure class=\"wpb_wrapper vc_figure\">\n\t\t\t<div class=\"vc_single_image-wrapper   vc_box_border_grey\"><img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"600\" src=\"https:\/\/promogen.cz\/wp-content\/uploads\/2023\/02\/trenyrkarna-display.png\" class=\"vc_single_image-img attachment-full\" alt=\"\" title=\"trenyrkarna-display\" srcset=\"https:\/\/promogen.cz\/wp-content\/uploads\/2023\/02\/trenyrkarna-display.png 900w, https:\/\/promogen.cz\/wp-content\/uploads\/2023\/02\/trenyrkarna-display-400x267.png 400w, https:\/\/promogen.cz\/wp-content\/uploads\/2023\/02\/trenyrkarna-display-768x512.png 768w\" sizes=\"auto, (max-width: 900px) 100vw, 900px\" \/><\/div>\n\t\t<\/figure>\n\t<\/div>\n<\/div><\/div><\/div><div class=\"wpb_column vc_column_container vc_col-sm-6\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div id=\"wd-63dcc5888ee06\" class=\"wd-rs-63dcc5888ee06  wd-button-wrapper text-left\"><a href=\"https:\/\/promogen.cz\/en\/category\/newsletter\/\" title=\"\" class=\"btn btn-color-primary btn-style-default btn-style-rectangle btn-size-small mtcenter\">Newsletter<\/a><\/div>\t\t\t<link rel=\"stylesheet\" id=\"wd-section-title-css\" href=\"https:\/\/promogen.cz\/wp-content\/themes\/woodmart\/css\/parts\/el-section-title.min.css?ver=6.5.4\" type=\"text\/css\" media=\"all\" \/> \t\t\t\t\t\t<link rel=\"stylesheet\" id=\"wd-mod-highlighted-text-css\" href=\"https:\/\/promogen.cz\/wp-content\/themes\/woodmart\/css\/parts\/mod-highlighted-text.min.css?ver=6.5.4\" type=\"text\/css\" media=\"all\" \/> \t\t\t\n\t\t<div id=\"wd-63dcc55f40f9b\" class=\"title-wrapper wd-wpb set-mb-s reset-last-child  wd-rs-63dcc55f40f9b wd-title-color-primary wd-title-style-default text-left mtcenter vc_custom_1675412836840 wd-underline-colored\">\n\t\t\t\n\t\t\t<div class=\"liner-continer\">\n\t\t\t\t<h4 class=\"woodmart-title-container title  wd-font-weight- wd-fontsize-xxl\" >A display campaign will bring brand support and sales<\/h4>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/div>\n\t\t\n\t\t\t\t\t<link rel=\"stylesheet\" id=\"wd-text-block-css\" href=\"https:\/\/promogen.cz\/wp-content\/themes\/woodmart\/css\/parts\/el-text-block.min.css?ver=6.5.4\" type=\"text\/css\" media=\"all\" \/> \t\t\t\t\t<div id=\"wd-63dcc5aa734ba\" class=\"wd-text-block wd-wpb reset-last-child wd-rs-63dcc5aa734ba text-left  mtcenter\">\n\t\t\t<p><span class=\"TextRun SCXW169471807 BCX0\" lang=\"CS-CZ\" xml:lang=\"CS-CZ\" data-contrast=\"none\"><span class=\"NormalTextRun SCXW169471807 BCX0\">We are expanding our range of services. We help our clients grow not only in e-mailing<\/span><span class=\"NormalTextRun SCXW169471807 BCX0\">at<\/span><span class=\"NormalTextRun SCXW169471807 BCX0\"> performance advertising<\/span><span class=\"NormalTextRun SCXW169471807 BCX0\">, but also in display advertising.<\/span><\/span><span class=\"EOP SCXW169471807 BCX0\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;201341983&quot;:0,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559685&quot;:0,&quot;335559737&quot;:0,&quot;335559738&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div><div class=\"vc_row wpb_row vc_row-fluid\"><div class=\"wpb_column vc_column_container vc_col-sm-12\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\"><div class=\"vc_row wpb_row vc_inner vc_row-fluid vc_custom_1663168662625 wd-rs-6321f09351503\"><div class=\"wpb_column vc_column_container vc_col-sm-12\"><div class=\"vc_column-inner\"><div class=\"wpb_wrapper\">\t\t<div id=\"wd-63e0da9807251\" class=\"wd-text-block wd-wpb reset-last-child wd-rs-63e0da9807251 text-left\">\n\t\t\t<p style=\"text-align: left;\">Display advertising, of course <strong>everyone can try<\/strong>, but we ourselves give it to clients <strong>we prefer to plan when they already have a long way to go in their growth<\/strong> \u2013 fine-tuned performance channels, excellent running e-mailing and looking for ways to further increase performance and brand awareness.<\/p>\n<p style=\"text-align: left;\">In the long run <strong>banner campaigns <\/strong>except for direct results <strong>they help with the growth of brand knowledge<\/strong> and thanks to that <strong>increase in conversion rate<\/strong> for all performance channels.<\/p>\n<p style=\"text-align: left;\">However, we also use display advertising <strong>we focus not only on building brand awareness, but also on performance<\/strong>. And since it&#039;s best to show the results concretely, let&#039;s take a look at how she looked<strong> Christmas campaign 2022 Tren\u00fdrk\u00e1rna.cz on Seznam services<\/strong>.<\/p>\n<p style=\"text-align: left;\">Tren\u00fdrk\u00e1rna.cz so far <strong>she has never tried a classic display campaign<\/strong>, neither as direct purchase nor as RTB. So far, all activities have been conducted only through performance ads in the Google and Seznam networks.<\/p>\n<p style=\"text-align: left;\">This time, we allocated a budget directly for the purchase of selected areas of the List. We selected the areas based on<strong> many years of experience with clients in the field of fashion<\/strong>. At the same time, we combined them in order to test their functionality for the future. So it was about:<\/p>\n<ul>\n<li style=\"text-align: left;\"><span style=\"font-size: 14px;\">Skyscraper 300\u00d7600 on seznamzpravy.cz, here we have additionally created two gender targeting<\/span><\/li>\n<li style=\"text-align: left; font-size: 14px;\"><span style=\"font-size: 14px;\">Native advertisement 800\u00d7533 on novinky.cz <\/span><\/li>\n<li style=\"text-align: left; font-size: 14px;\"><span style=\"font-size: 14px;\">Mobile square 480\u00d7480 on novinky.cz<\/span><\/li>\n<\/ul>\n<p style=\"text-align: left;\">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.<\/p>\n<p style=\"text-align: left;\">The second part contained a similar offer - only it was visually modified for Black Friday (November 21-28).<\/p>\n<p style=\"text-align: left;\">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 \u2013 i.e. the last weekend before Christmas.<\/p>\n<p style=\"text-align: left;\">However, we still wanted to know one very important thing. <strong>How viewing an ad affects a customer<\/strong> in the following days. That&#039;s why we used the Adform software to manage the campaign <strong>also measure the purchase after viewing the ad<\/strong>, not after a click \u2013 basically it is an assisted conversion without a click. At Tren\u00fdrk\u00e1rna.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.<\/p>\n<h2 style=\"text-align: left;\">And now finally the numbers<\/h2>\n<h3 style=\"text-align: left;\">Men v. women<\/h3>\n<p style=\"text-align: left;\">Tren\u00fdrk\u00e1rna.cz has half as many female shoppers as men. However, we are in the campaign <strong>they split impressions between both sexes equally<\/strong> \u2013 the results slightly surprised us. They were essentially the same \u2013 0.28 % CTR in women vs. 0.27 % in men. Revenues according to Adform (including &quot;post impression&quot; purchases) totaled CZK 330,000. <strong>The gender was also divided almost exactly in half - men bought for CZK 169,000, women for CZK 161,000.<\/strong> The difference is at the limit of statistical error in the number of purchases as well - 200x men, 189x women.<\/p>\n<h3 style=\"text-align: left;\">TV campaign<\/h3>\n<p style=\"text-align: left;\"><strong>During the TV campaign, the impact of the ad was the highest <\/strong>\u2013 even higher than during the Christmas peak. It just confirms what most of us know \u2013 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.<\/p>\n<h3 style=\"text-align: left;\">Development of the campaign over time<\/h3>\n<p style=\"text-align: left;\">During the campaign, <strong>CTR gradually got worse<\/strong>. The Christmas part lasted two weeks without changing visuals. We think that <strong>the reason is less rotation of new creatives<\/strong>. If they change more often or even dynamically generate banners, the decline would slow down or stop completely.<\/p>\n<p style=\"text-align: left;\">We also watched <strong>strong campaign days. Thursday and Friday always worked best<\/strong> 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. <strong>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.<\/strong><\/p>\n<h3 style=\"text-align: left;\">What about cell phones?<\/h3>\n<p style=\"text-align: left;\">Here it was <strong>significantly higher CTR<\/strong>, part of that is of course due to so-called misclicks, when people click on the banner by mistake. That&#039;s why we also focused on user behavior compared to the average. We were pleasantly surprised <strong>misclicks were less than 10 %<\/strong>. Tren\u00fdrk\u00e1rna.cz customers make more purchases on mobile phones than on desktops. This was not the case with our campaign, and for future campaigns <strong>banners will need to be more &quot;mobile tuned&quot;<\/strong>. We used the same creative, a significantly simpler variant would be suitable for mobile.<\/p>\n<h2 style=\"text-align: left;\">Overall rating<\/h2>\n<p style=\"text-align: left;\">We are at the first campaign<strong> they tried a lot of things<\/strong>, so that in the others that will follow this year, we can already do it for sure. And so <strong>the result exceeded our expectations<\/strong>. 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 <strong>an average of 10 % more pages viewed<\/strong> to visit.<\/p>\n<p style=\"text-align: left;\">Turnover from the campaign when counting &quot;post impression&quot; conversions exceeded <strong>800,000 CZK and brought 1,000 completely new customers<\/strong>. Of course this was due to the Christmas timing \u2013 <strong>at other times of the year it would be about 40 % less<\/strong>.<\/p>\n<h2 style=\"text-align: left;\">What do we focus on next?<\/h2>\n<p style=\"text-align: left;\"><strong>Above all, to work with creative<\/strong> \u2013 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.<\/p>\n<p style=\"text-align: left;\">And one more thing will be important \u2013 <strong>optimize the campaign for cost per click<\/strong>. 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.<\/p>\n<p style=\"text-align: left;\"><strong>Do you also want to help with campaign planning, consulting or its purchase? Just call or write. 775 505 477, <a href=\"mailto:online@www.promogen.cz\">online@www.promogen.cz\u00a0<\/a><\/strong><\/p>\n\t\t<\/div>\n\t\t<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>","protected":false},"excerpt":{"rendered":"Newsletter Display campaign will bring brand support and sales We are expanding our service offer. We help our clients grow not only in emailing performance","protected":false},"author":1,"featured_media":9574,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[87,77],"tags":[75,73],"class_list":["post-9597","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-display-reklama","category-newsletter","tag-case-study","tag-e-mailing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Display kampa\u0148 p\u0159inese podporu zna\u010dky i prodej - PromoGEN.cz<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/promogen.cz\/en\/blog-display-kampan-prinese-podporu-znacky-i-prodej\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Display kampa\u0148 p\u0159inese podporu zna\u010dky i prodej - 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