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Tasks:

New seasonable sub announcement

Instruments:

• Rich Media (html5 interactive banner)
• Interests and socio-demographic targetings
• Google Analytics

Geo:

Subway presence cities

Implementation

Targetings

In order to reach the audience, we have targeted the users (male/female 16-37 y.o.) in Subway presence cities with relevant interests: Food & Drinks, Meal, Bicycle riding, Gaming, Freelance, European cousin etc. From the Rich Media, users were directed to the landing page where they could learn about new sub and then directed to nearest restaurant.

Successful Campaign Mechanic

By the start of the campaign, we had guest access to the Subway website analytics, which allowed us to analyze the incoming traffic and promptly manage the progress of the campaign. By using track macros in the click link we have been collecting the detailed statistic in Google Analytics for each app in the campaign and keeping only the best post-click apps in the rotation.

Result

In response to high-quality optimization we have reduced CPM and made extra 18k impressions as a bonus:
Planned impressions — 1 062 968
Actual impressions — 1 081 160

KPIs reached in accordance with Google Analytics:
Planned clicks — 23 917
Actual clicks — 29 257

CTR:
Planned — 2.25%
Actual — 2.71%

Due to optimization we have touched the most target-oriented users and achieved and overreached CTR by 0,46%
Average session duration — 44 sec

Apps top-5:
APUS Launcher
Clean Master
Badoo
CM Security
Shazam

Rich-media creative link:
Subway

CTR2.71%

Devices

Device manufacturers

45.80%
Samsung
7.39%
Lenovo
6.96%
Huawei
5.03%
Asus
3.59%
ZTE
3.30%
Sony
27.93%
Другие

Screenshots of placements

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