machine optimized advertising | superior results

Consumer Electronics Case Study

Real time bidding (RTB) advertising technology allows advertisers to achieve superior branding results for their online campaigns. This document will highlight how RTB can help advertisers reach larger audiences more efficiently as well as optimize their campaigns to a CPC goal. The overall message of the document is that branders achieve greater online advertising reach and frequency for less with real time bidding.

the situation
Acuity Ads Inc. recently had the opportunity to work with a Fortune 50 consumer electronics brand by assisting them in the implementation of their online display advertising campaign.

campaign objectives
? a Cost Per Click (CPC) less than $1.00 through 11 weeks of the campaign ?Achieve ? 50,367 clicks through 11 weeks of the campaign ?Deliver

the acuity solution

The industry leading Acuity Consumer Connection Platform (ACCP) is built around PhD developed machine optimization technology. The ACCP utilizes real time bidding, machine learning technology and consumer data to turn billions of commoditized ad impressions into unique brand-consumer interactions. The primary benefits of the ACCP for this client were superior consumer targeting capabilities, unsurpassed quality audience selection, and an overall increase in online advertising efficiency. Additionally, this client used Acuity's contextual classification technology. This technology allows Acuity to utilize a client's SEM keyword list to find content on the web containing those terms, which increasies the attractiveness of those pages during the bidding process. The overall result is that Acuity can place the right ad in front of the right consumer on the right webpage which greatly increased brand association, top of mind awareness and reach.

results
A chart highlighting the statistical results of the campaign can be found in the table below. A description of the results is below:
? ?Achieved a $.95 CPC Through

week 1 2 3 4 5 6 7 8 9 10 11

imp.
5810993 6635451 6619310 7053050 8102465 6111009 5612930 11111539 7402501 8013923 6647380

clicks
2193 3494 4358 5134 4519 3667 3817 7778 5552 8014 8642

ctr
0.05 0.05 0.07 0.07 0.06 0.06 0.07 0.07 0.08 0.10 0.13

cost $
7283 8071 8630 8984 7049 4363 4008 8245 5663 8094 8210

cpm
1.25 1.22 1.30 1.27 0.87 0.71 0.71 0.74 0.77 1.01 1.24

cpc
2.50 2.31 1.98 1.75 1.56 1.19 1.05 1.06 1.02 1.01 0.95

utilizing machine learning technology, Acuity was able to achieve the client's target by learning which consumers were the best candidates for the ads, and only bidding on those impressions.
? increase in CTR Increasing the ?260%

CTR (click through rate) highlights Acuity's creative optimization, consumer retargeting and overall machine learning technology capabilities (which connected the brand to the most compatible consumers).

? ?Delivered 15% more clicks Through the utilization of machine learning technology to achieve the target CPC and

thus more value for the budget, Acuity was also able to surpass their client's reach expectations for the campaign.

Note: As a result of the success of the campaign, the client committed to a long term contract with AcuityAds.
acuityads inc. 5775 yonge st. toronto, ontario, canada m2n 4j1 tel: 416.218.9888 www.acuityads.com