• Interests and socio-demographic targetings
• Google Analytics
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.
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
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