Taking the concept of big data in programmatic to a whole new level, Choozle conducted an audit of all campaigns run through our platform to be able to give you best-practice insights across verticals. During this webinar, we will cover: The results of our study Discuss best practices for varying budgets and objectives, including how to pair targeting strategies in campaigns How campaigns perform across industries and with different targets

1. Campaign Best
Practices
A Case Study
September 15, 2015

2. • What did we do?
• What did we find?
• In what cases is this
applicable?
• What can you learn?
Agenda

3. Case study utilized
• Data-Driven Analysis
• Sample of campaigns
• June 2015
Assessing trends in
• Targeting
• Industries
• Budgets
• Performance
What did we do?

4. Trends across targeting types:
• Retargeting
• Contextual
• Behavioral
• Open Geo-location
• Mix
Review of performance
metrics
What did we find?

5. • Display CPM: $3.72
• Video CPM: $10.77
• CTR: 0.16%
• Behavioral Targeting
most common
*CPA not represented because not a
required field
Cross-Targeting Performance

6. • 180 campaigns assessed
Average Performance
• CTR: 0.16%
• CPM: $4.37
• Video CPM: $12.98
Of Note
• Agency-run behavioral campaigns saw
slightly higher CTR
• Invest time in familiarizing with data
Behavioral Targeting

7. • Second-most common
targeting strategy
Average Performance
• CTR: 0.20%
• CPM: $2.09
• Video CPM: $10.08
Of Note
• Client-run campaigns saw slightly higher CTR
• Incorporate all relevant categories
Contextual Targeting

8. • Accounts for only
7% of campaigns
Average Performance
• CTR: 0.59%
• CPM: $5.69
Of Note
• Most expensive option but great CTR results
• 93% of time supplemented by another ad
group
Retargeting

9. Average Performance
• CTR: 0.13%
• CPM: $2.72
Of Note
• Works well for small-budget
campaigns
• 33% of time paired with high-price targeting
(retargeting, behavioral targeting, mix)
Open Geolocation Targeting

10. Average Performance
• CTR: 0.08%
• CPM: $3.72
• Video CPM: $15.73
Of Note
• More difficult to optimize ad groups
• Oftentimes more expensive
Mixed Targeting

11. Average Performance
• CTR: 0.10%
• CPM: $10.77
Of Note
• Less effective for retargeting
• High performance with contextual
• Also most cost-effective option
Video Type

12. • Best CTR: Retargeting
• Lowest CPM: Contextual
• Invest time in finding best data for your target
• Find all related contextual categories
• Retargeting offers best CTR
• Mixed targeting makes optimization more
difficult
• Video most-effective when shown in context
• Pair high and low-cost targeting types to
average out campaign-level CPMs
Summary

13. QUESTIONS?

14. the SIMPLE digital marketing
platform
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