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Case study: Content-driven dynamic display ads for SheKnows.com

Apr 7, 2014


Download case study PDF

Client:
SheKnows.com, a top online destination reaching 40+ million women per month.

Campaign objective:
New visitor acquisition using SheKnows' wealth of content and articles.

Highlights

  • Achieved 155% clickthrough rate lift with dynamic versus static creatives.
  • By using existing RSS feeds, the ads required no integration work by SheKnows.
  • HTML5 ad creative enabled cross-device targeting.

Content-driven dynamic ads

Canned Banners designed the ads to attract engagement and clicks based on the merits of SheKnows content instead of using splashy animation and gimmicky ad copy.

300×250 dynamic HTML5 ad creative.

By leveraging existing RSS feeds, SheKnows was not required to do any integration work.

Another benefit of RSS-based creative is automatic year-round relevance. As seasons change, so do the topics featured in the ads, yielding a significant performance boost.

155% clickthrough rate boost with dynamic creatives

Canned Banners partner Exact Drive managed the media planning and ad buying.

By employing the following media optimization strategies, Exact Drive was able to boost the CTR by 2.5x from a respectable 0.18% to an impressive 0.46%:

  • Switching from static JPEG to dynamic HTML ads and A/B testing creatives.
  • Targeting at a DMA level and shutting off under-performing DMAs.
  • Remarketing to ad clickers and targeted SheKnows visitor segments.

Cross-device targeting with HTML5

Flash-based dynamic ads would have been restricted mostly to laptops and desktops, but with HTML5 dynamic ad creative, virtually any device could be targeted, including iPhones, iPads, and other smartphones and tablets.

Due to the casual nature of SheKnows content, it was critical to reach readers during leisure time on tablets and smartphones, making HTML5 a perfect creative format for achieving maximum audience reach and engagement.

Thanks for reading!

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