The challenge:A leading international mobile operator recognized that simply

throwing up hundreds of millions of direct response impressions

of the same ads with no targeting was wasteful. Working in their

favor, they had a huge number of variables to play with such as

handset type, handset image, price point, offer duration, and

contract term. But manually creating multiple versions of ads

based on these different variables was not feasible.

The solution:Eyeblaster enabled the Operator to buy bulk ROS/RON inventory

and rely on Creative Optimization. A number of dynamic banners

were created, mainly to suit different unit sizes. By manipulating

the content while the ads were live, the advertiser was able to

be in control of the ad experience on the fly. Creative production

costs were minimized, and changes could be implemented

immediately.

The near lab-condition results:Dynamic Ads Provide Highest ROIAfter a long period of using the dynamic ad solution, a new strategy was

suggested and implemented, going back to serving only standard banners.

This turned out to be an excellent opportunity to compare the results of the

dynamic ad solution against the standard banner-only solution.

In fact, the new strategy proved significantly less cost effective. Focusing on

the ‘Order Confirmation’ conversion, indicating a purchase, analysis showed

that the dynamic banners achieved almost double the Conversion Rate of the

standard banner. In addition, the CPA of dynamic banners was approximately

half the CPA of the standard banner, proving its ROI.

Therefore we can conclude that standard banners, when used in the

campaign, wasted a conversion opportunity and significantly increased the

Cost per Acquisition. There is clear justification to investing in dynamic banner

activity over simple standard banners. The advertiser, by the way, reached the same conclusion and switched back to dynamic

banners.

Dynamic Ads Double Mobile Operator’s Conversions, Cuts CPA

© 2009 Eyeblaster Inc. All rights reserved l www.eyeblaster.com l Email: info@eyeblaster.com l 646.202.1320 (U.S.) or +44 (0) 20 7831 9410 (UK)

Campaign Highlights

Dynamic banners had a • 119.8% higher click-through rate than standard banners

Dynamic banners had a• 2x conversion rate compared to standard banners

Each dynamic banner conversion cost •

approximately half compared to a standard banner conversion