Precise TV & Elvie: reducing CPV by 50% vs an in house campaign
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.
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.