LEVERAGING USER ACQUISITION IN VIDEO CAMPAIGNS THROUGH CONNECTED TV PLACEMENTS
The goal for Taboola was to increase user acquisition in Video Action Campaigns, while improving Cost/Acquisition. Most of the common ad placements were saturated, so we wanted to test newly existing areas to find additional conversions at a lower cost.
This is how the Connected TV idea was born: by enabling TV Traffic on YouTube, we wanted to enhance conversions while improving Conversion Rate across all the funnel steps (Leads, Checkout, Account Creation). The test was run across 4 different markets.
In the end, TV Placements were able to generate High Quality Leads, with an outstanding +134% percentage of Leads converted to Accounts compared to Desktop, and a Cost/Account reduced by 75% on this placement vs Desktop.
After successfully running the test for 4 months, Connected TV was officially implemented in our Video Campaigns Strategy on two markets, representing now 12.5% of the Video Spent.
BUDGET IMPACT ON VIDEO CAMPAIGNS
COST PER ACCOUNT CREATION
LEADS CONVERTED TO ACCOUNT CREATION
Enhancing User Acquisition, while improving the overall Cost per Acquisition, through bottom funnel Video campaigns in a highly competitive market.
TV Placement in Video Actions Campaigns let us increase the amount of users interested in the brand, while taking advantage of a new and therefore less competitive traffic source.
In few months what seemed an hazard became an outstanding reality, directly bringing a solid increase in Accounts, while letting us:
- Increase the Conversion Rate
- Reduce the Cost per Acquisition
- Implement a new Placement in our existing Strategy
TV PLACEMENTS BROUGHT HIGH QUALITY TRAFFIC ON WEBSITE
PERFORMANCE IMPROVED BY A NEW EXPANDING PLACEMENT
CONVERSION RATE IMPROVED IN ALL THE 3 FUNNEL STEPS
For a big brand in a competitive market like ours it’s very important to maximize the quantity and cost effectiveness of acquiring new customers. Leveraging Connected TV has opened a great opportunity to reach potential customers in a highly profitable placement, and it’s granting a great boost to our Video Ads activities.