LEVERAGING USER ACQUISITION IN VIDEO CAMPAIGNS THROUGH CONNECTED TV PLACEMENTS

SUMMARY

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

THE CHALLENGE:

Enhancing User Acquisition, while improving the overall Cost per Acquisition, through bottom funnel Video campaigns in a highly competitive market.

THE SOLUTION:

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

     

    N

    TV PLACEMENTS BROUGHT HIGH QUALITY TRAFFIC ON WEBSITE

    N

    PERFORMANCE IMPROVED BY A NEW EXPANDING PLACEMENT

    N

    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.

    Eyal Shnaides

    User Acquisition Team Lead, Taboola

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