Using tech to optimise campaigns

We have a longstanding and successful partnership with Teesside University. Now, they wanted us to boost the performance of their programmatic ads by making the creative as relevant as possible for their target audience.  

We were already using SeenThis - a tool that shared rich video content - and now we added Dynamic Content Optimisation (DCO). DCO is designed to deliver a specific piece of content to a user based on their previous site visits. For example, if they’ve been exploring a specific subject on the website, the programmatic ad will share the benefits of studying that particular subject. 

Driving traffic is just the start. We also wanted a way to optimise conversions once people arrived on the website. Enter Fanplayr - a tool that offers timely and relevant content to site visitors. It also surveys anyone looking to exit and provides them with tailored options to encourage them to stay. Not only did this help us understand what made people leave the site, it also converted 50 users who were about to leave in its first month.  

By combining SeenThis, DCO and Fanplayr, we saw some impressive - and interesting - results. The campaign delivered a massive 6.8 million impressions, but despite SeenThis driving most of them, it was DCO that drove the majority of the website conversions. It shows that when you combine creative thinking and brilliant tech, you can drive truly incredible results.