Enhancing Ad Visibility Driving Engagement for Marks & Spencer

Cliente
Marks & Spencer
Sector
Retail
Soluciones

Digital Media
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Increase in New Users

359%

129%

Increase in CTR YoY

Over the course of 2018, M&S were seeing little, if any return on their ad spend. Following our global best practices, Incubeta tailored their existing campaign to increase visibility and optimise user engagement.

Across the board we saw an increase in new users and a substantial uplift in ad engagement.

Insights

Marks and Spencer Group plc is a major British multinational retailer, that specialises in selling clothing, home accessories and food products – mostly of their own label. Like many others, M&S were looking to increase their online sales, and one of their main KPIs is site visits.

M&S wanted to drive users to their site by increased ad viewability – without cutting their ROAS.

Estrategia

Opting for a strategic approach, we used DV360 to introduce a 60% minimum viewability rate and reduce wasted ad spend.

From here we optimized display to increase brand awareness and drive traffic to alternative search channels. We then investigated fluctuations between brand metrics to establish their impact on ad viewability.