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Mars M&M’s ran a Back-to-School Campaign to increase their Action and CTR in addition to testing the effectiveness of Mobile Inventory vs. Desktop Inventory.
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Mars M&M’s ran a Back-to-School Campaign to increase their Action and CTR in addition to testing the effectiveness of Mobile Inventory vs. Desktop Inventory.
The campaign budget was split to run approximately 50% on Desktop and 50% on Mobile Inventory using the same CPM price and targeting: W18-49, Moms target, Back to School Interest Targeting.
Optimizations were implemented for both mobile and desktop to maintain the integrity of the test.
Mobile outperformed Display in both CTR and Action Rate in this campaign, with a 29% and 26% improvement respectively.
This campaign delivered 215% against the stated goals of the campaign with an Action Rate of 4.7%
The campaign’s 5.23 % CTR exceeded goal by an even greater 260%
Mobile vs. Display
Achieved 200%+ of Expected Goals
Achieve an Action Rate of 1.49% and a CTR of 1.45% while comparing Mobile and Display performance over a month-long period.
Overview
The Kinetic Social Approach
Results
Goals
Mars M&M’sMobile Inventory vs. Desktop Inventory
www.kineticsocial.com [email protected] 646.561.0380