ADirects Engine
We provide advertising solutions based industry, marketing objectives and mobile channels.
GOME
After open its first retail outlet in 1987, GOME has become one of the largest electrical retailers in China. However, its online store business has been behind major rivals, including JD, Tmall and Suning. In recent times, the Company has been focused on driving up its online transactions.
Challenge
As a typical large e-retailor, GOME has tens of thousands of products that are sold to a wide range of customers. Delivering personalized ads is a huge challenge.
Results
Like most e-tailors, GOME online evaluates campaigns’ ROI by improvement in customer acquisition, client retention, and overall sales. We helped GOME to deliver 71% increase in purchase orders, 68% in revenue and ROI improvement of 142%.
Solution
ADirects performance advertising allows advertisers to drive campaigns based on communication objectives. We targeted two types of customers, those who have visited GOME online, and those who have not. Customers who visited a site but did not buy were offered special promotion, as ADirects’ ads template allows personalized advertisement insertion. As for the prospects new customers, we focused on need behavior rather than specific audience segments. We targeted those who had shown interest in cell phone, home electrical appliances and 3C products by looking keywords and browsing behavior outside the website, including rivals’ websites. This segment based targeting strategy was complemented by optimization from publisher inventory selection.
Angel’s Sword by Sina
Today major networks have converted to the exchange model to sell publisher ad inventory. This is particularly true for gaming companies. Sina launched PC game “Angel’s Sword” in the aim of engaging audience who were eager to try new.
Challenge
China’s PC based online gaming market growth has been slowing down, and competition is increasing. This is evidence in ever rising customer conversion cost in the gaming industry. Angel’s Sword was not well known. Therefore, keep the conversion on check was a primary marketing objective.
Results
Customer acquisition met client existing budget, with converted number of customers exceeding the original target by over 100%. Other KPIs, including recovery, registration, second-time login ratios were all above industry average.
Solution
At ADirects, we provide industry solutions for the game companies. For them, the audience is not just game lovers, but those who are willing to pay, or the “real players”. Firstly, we helped client to identify customers who were likely to be a paid player for other games. Leveraging our data warehouse, we examined certain URLs visited by these prospective users, who would be displayed a trial invitation message.
The second focus is about selecting publisher inventories. We are agnostic about where RTB traffic comes from. Our proprietary algorithms combined with an enormous database allow game clients to buy and optimize any RTB traffic source. Apart from aggregating long tailed inventories, we increased budget bidding for premium video inventories.
Unilever
Although online only makes up a small share of FMCG sales, it is witnessing considerable growth. Unilever sees the bigger picture and intent to leverage the opportunities to broaden their target markets. This was why they wanted to promote its official e-store sales in major platforms during “the Single’s Day” period.
Challenge
The “Single’s Day” is the biggest retail day in the world. At a time when every e-tailor would fight to get a share of on-line shoppers’ wallets, and special discounts were a norm, how to take up a larger pie is an issue facing the client.
Results
The overall ROI is 50% higher than the target, with click to order conversion rate reaching 6.8%, compared to 0.5% of industry average.
Solution
ADirects has the industry solution e-retailors. Unlike conventional promotions, it is time limited, demanding customers to buy more and buy quickly. Therefore the recency is a key factor impacting on conversions. That is, FMCG retailors should target customers with immediate purchase intention. ADirects provides three weapons for converting new customers: keywords targeting, browsing behavior targeting, and purchase intention based targeting. We started accumulating data 1 week before the promotion, by looking at customers with particular search, browsing and purchase frequencies at No1 Shop, JD, Suning, and Tmall stores. We displayed discount deal messages to them during the campaign.
Mercedes-Benz A Class
Mercedes China wanted to launch A Class cross the country. The objective was to raise brand awareness. Apart from using traditional media buy, client wanted to try DSP advertising to compare its results against traditional buying.
Challenge
Different to performance based advertising, brand advertisers are conscious about brand safety. On top of this is about selecting the right audience-those who both have the interest in Mercedes A Class and fit into the audience profiles as required for the brand.
Results
Compared to traditional buy, CPM cost was 15% lower, and overall CPC was 7% lower.
Solution
At the planning stage, we collect a week’s data for the following web users:
1. those who searched certain key words, such as audi A4, BMW X3, new cars, etc. Client helped to supply some of the keywords.
2. those who browsed certain websites, including car portal sites, client website and competing website.
Using these users as a sample, we examined their media habit and demographic profiles, by matching user IDs with those stored in ADirects DMP.
We recommended over 50 premium publishers for the campaign, including news portals, auto vertical sites and video sites. We used two criteria for the campaigns, audience with purchase interest, and those who fit into the demographic profiles for the brand. For the first segment, they were exposed to a test-drive message. The other segment was exposed to the launch message only. Frequency control was set at 3+ after de-duplication.
Erdos Cashmere Group
ErdosCashmere is a leading wool sweater fashion brand in China. Major products include men’s and women’s wear, down wear, leather and fur products. The Company wanted to leverage its own annual promotion campaign named “Erdos Bonanza”, to boost online sales.
Challenge
Erdos has traditionally relied on its extensive off line retail network. It was relatively new to a crowded online marketplace, with no historic benchmark to compare to.
Results
Campaign CTR for the PC channel was 0.38%, and 0.54% for the mobile channel. Both numbers were significantly higher than the industry average.
Solution
ADirects performance platform provided tools to choose and optimize audience. Using key words and URL data, we split audience into two segments. Users who were familiar with Erdos were given promotional information, and those who were not would be exposed to the brand displays. Based on audience sample data, we selected over 80 publishers across social, video, and mobile channels. The campaign was optimized on publisher, geographic locations, time, keyword and promotional message.