Case Alula – BYYD
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Tasks:

• Attracting target audience to the website
• Informing the target audience about tourist activities in Al-Ula

Instruments:

• Fullscreen banners
• Google analytics
• Daily manual optimization by sites, SSP

Geo:

KSA, UAE

Implementation

Targeting

To accurately address the advertising message, a combination of targeting by socio-demographic parameters and relevant user interests was used:

Travel, Frequent flyers, Foreign Travel, Budget travel, Hotels, Traveling with children, Camping/hiking, Life insurance.

Optimization:

The optimization of the campaign was carried out according to the statistics of the BYYD platform in conjunction with Google Analytics. During the campaign, we selected apps the traffic from which gave best results: low bounce rate and good session duration.

Result

Measures and tools used made it possible to achieve KPIs set in the beginning of the campaign:
Clicks
Plan – 4 585
Fact – 4 635
(fulfillment 101% of the plan)

Post-click results
Sessions – 3 676
Bounce rate – 21,3 % (benchmark in mobile advertising is 50% and more)
Time on the website: 1 minute 47 seconds (benchmark in mobile advertising is 30 seconds)
Clicks/sessions discrepancy: 21% (benchmark in mobile advertising is 40% and more)
For a short period of the campaign we managed to reach more than 230 000 users

CTR1,61 %

Devices

Device manufacturers (top 5)

43%
Samsung
30%
Huawei
11%
Apple
6%
Lenovo
5%
Oppo

Screenshots of placements

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