Precise TV & Elvie: reducing CPV by 50% vs an in house campaign
The Brief:
Run two campaigns on mobile, desktop and CTV on YouTube across two markets targeting new and expectant mothers.
Campaign one,‘Like a Cow’ had to drive awareness, whilst the second, ‘Catch and Curve’, had to drive consideration and conversion.
The Solution:
Supervised machine learning to predict the video ad performance for Elvie across millions of potential video placements on YouTube based on social media signals via an API and 5 years of historical campaign data on its platform.
Used a device-centric approach to optimisation, prioritising traffic from viewers who were viewing YouTube content via Mobile Devices, as Mobile devices present a discrete and personal medium for research around breastfeeding and childcare, as well as a practical and compact tool for new mothers.
