New Balance WellnessAdnetik Campaign Case Study

Agenda

• New Balance campaign parameters

• Client education

• Campaign set-up and implementation

• Optimization and analysis

• Results

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Campaign Parameters

New Balance Campaign Parameters

• Overall Wellness Objectives:– Align digital programs with the overall campaign message to “make

excellent happen”– Provide value at each digital touch point and invite the target to

participate with our message (brand, product, community, etc.)

• Target audience:– Women, 25-49 who make time for physical activity (run, gym, walk,

yoga, Pilates, bike, etc), seek mental wellness, live a healthy lifestyle and are invested in family and friends

– She seeks to achieve balance in all aspects of her life

• Goals:– Primary: Brand / product awareness– Secondary: Engagement with the brand, off and on site

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Client Education

• First time using real-time bidding technology– History with ad networks (behavioral, contextual and site retargeting)– Tested Adnetik against ad network

• Privacy concerns– “Do not track” list– Evidon Advertising Option Icon

• Brand safe content– Adnetik safety rating scale

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Creative Showcase

Tested mix of product and brand banners across Adnetik and optimized accordingly

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Adnetik Campaign Set-up

Brand Safety

Dual-angled approach to brand safety

1. Pre-scrub master whitelist• Crawl ~100 MM URLs across all exchange inventory• Classify based on safety rating

2. Run real-time brand safety technology• At the time of ad call, site content is scrutinized for safety rating• If site is deemed in-appropriate, no advertiser ad served

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Tactical Targeting Approaches

• Behavioral – Axciom data: women, active joggers– Blue Kai data: women, in-market for footwear

• Contextual– Women’s apparel– Footwear– Fitness

• NBCU female/sports inventory• Search retargeting• Click predictive algorithm• Site retargeting

– 1 day (aggressive bid)– 3 day (aggressive bid)– 7 day (general bid)– 15 day (general bid)July 19, 2011 @adnetik 9

Campaign Implementation

Inventory sampling

• NBC Universal:– iVillage,com– BravoTV.com– Momtourage.com– Oxygen.com

• Contextual targeting:– smartmomdeals.com– theshoegame.com– myfitnesspal.com– nbcsports.com

Exchanges used

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Analysis, Optimization and Results

Points of Optimization

• Click predict algorithm– Automatically shifts media weight to best-performing media, considering

up to 20 characteristics• e.g. Domain/URL, time, geo, creative message, size, exchange

• Site retargeting – Adjusting bids and weight based on how recently user has visited site

• Contextual– Shifting budget toward contextual categories

showing best performance• e.g. Fitness vs. healthy eating or women’s

content

• Top Exchanges– Analyze which exchanges are doing best

for which tactic• e.g. AdEx performs best on 1-day retargeting

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Analysis and Optimization: Day 10

Analysis:• Top lines by CTR:

– 1-hour site retargeting– 1-day site retargeting– Click predict

• Top lines by conversion rate:– Google female contextual targeting– Site retargeting

Action:• Shift budget into 1-hour and 1-day site retargeting; adjust bid

to win more aggressively• Heavy up on click predict, especially on OpenX and AdMeld

Top Exchanges by CTR

Top Exchanges by Conversion Rate

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As Click Predict learned and optimized over the course of the campaign, click volume trended upward

Click Predict Placements Over Time

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Click Predict was able to locate and optimize rectangle on Total Beauty, sold on the Admeld exchange

728x90, CTR of 0.32%

Click Predict Optimization Example

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Results

• Top performer for Wellness campaign– Key impression and click driver driving brand awareness– CTR nearly 2x higher than ad network– Highest yield and conversion rate to page view and online sale– Click predictor and retargeting placements performed strongest in

terms of CTR

• Overall user experience– Easy implementation– Turn-key optimization– Quick and friendly customer service

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Thank You

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