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Case Study: Direct Buy Ad Serving, Optimized

Sports Apparel company gains World Cup insight with TubeMogul's analytics



Overview

A world renowned sports apparel launched a campaign corresponding with the 2010 World Cup advertising its athletic line. While all the media was bought direct from publishers, the brand still needed the analytics to fully optimize campaign performance. For that, the company turned to TubeMogul for a solution.



Execution

The apparel company acquired media directly from three major sports publisher sites. TubeMogul then created custom click-to-play (CTP) YouTube players for the three videos featured in the campaign. Each video included a clickable overlay banner which, when clicked, directed viewers to different landing pages. Additionally, a Facebook ‘Share’ overlay was added mid-campaign to placements on one of the sites. These players were tagged for tracking viewership trends and engagement by site and placement, then served to the publisher sites.



Results

Backed by TubeMogul’s analytics, the brand gained valuable insight into its campaign’s performance. The brand saw viewer engagement trends by video, and how that varied by placement. Here are a few highlights:


  • 80% of views were concentrated on one of the three publisher sites – as a result, a Facebook ‘Share’ overlay was added mid-campaign to units on this site
  • There was little overlap among viewers of the different videos and in the different placements each week.
  • Spikes in viewership appeared to be related to events in the World Cup – including the opening, US matches and finals (see graph) – but engagement was relatively stable throughout
  • Over 17,000 banner clicks, for a click through rate of 11.5%

With TubeMogul, the apparel company was able to track campaign performance in real-time. This allowed for mid-campaign adjustments (and post campaign insight) that optimized its direct media buy.






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