Cross-platform (tablet and desktop) campaign to target a specific group and increase engagement levels.

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Advertising Intelligence
npower case study
Media brief
npower wanted to target small to medium business owners with their ‘hidden money’ campaign. Their aim
was to engage their audience with a choice of videos showcasing energy saving tips and to drive traffic to the
npower website.
Exponential partnered with Maxus to deliver a cross-platform advertising campaign
for npower
Exponential strategy and execution
Exponential’s Appsnack Expandable and Firefly Video Illuminate units were chosen to host the npower assets
across tablet and desktop.
The units were run across the Exponential network, with efficient targeting achieved by employing a combination
of contextual and behavioural data of audiences to reach the small to medium size business owners.
Exponential worked with third party business data provider Bizo which helped fuel performance and reach the
niche SME audience.
The expandable snackbar for tablet device expands to a full screen when tapped by the user.
The Illuminate unit for desktop boasted an in-banner video teaser that expands from 300 x 250 to 600 x 450 when
the user hovers over the creative. The video player then moves to the centre of the page displaying a dedicated
microsite.
Both custom built units boasted:
• Three videos showing energy efficiency methods
• A link to the ‘hidden money’ section of the npower website
Results
6.83% expansion rate
12.12% interaction rate
14.28 second dwell time
1,372,073 impressions
2.97% engagement
6% click to site
6.11% interaction rate
19.42 seconds dwell time
2.91% engagement rate
Results
The results show an engagement rate of 2.97% on the Firefly Video Illuminate campaign which is impressive
compared to benchmark figures of 1.02%. Of these engaged users 56% watched 25% of one of the 23 second
videos and 19% watched the video to completion.
The Appsnack unit also demonstrated notable completion rates - of the engaged users13% watched 25% of the
one of the videos and 5% watched the full video.