by Komli                 ATOM Case Study           Performance Optimization for a Tier-1 Agency
BackgroundA big CPG brand in Indonesia was looking to generate massmarket awareness and create a viral campaign for its fi...
ResultsThe campaign delivered approximately 62,000 clicks over aperiod of 6 weeks.ATOM’s best-in-class optimization engine...
How did ATOM achieve this? ATOM Managed Desk started with focused set of sites to  profile campaign characteristics and n...
Optimization Strategy
Performance Trendline    Phase 1: Focused Exploration & Exploitation    Explore wide spectrum of price points on limited s...
Analyzing eCPC vs. Frequency         Even as market price of inventory (eCPM) reduces exponentially by   frequency, CTR re...
Frequency Optimization           Fcap = 10      So what is the ideal setting?                                Key Takeaways...
Key Insights Campaign ROI is linked to the frequency of exposure per user. Controlling exposure to users by identifying ...
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Atom performance optimization case study

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Atom performance optimization case study

  1. 1. by Komli ATOM Case Study Performance Optimization for a Tier-1 Agency
  2. 2. BackgroundA big CPG brand in Indonesia was looking to generate massmarket awareness and create a viral campaign for its first everbranded YouTube channel.The campaign that ran on ATOM was aimed at driving eyeballs tothe YouTube channel. 2
  3. 3. ResultsThe campaign delivered approximately 62,000 clicks over aperiod of 6 weeks.ATOM’s best-in-class optimization engine combined with datadriven frequency cap (Fcap) analytics drove 10x improvementin CTR, even as cost per click reduced by 70%. 3
  4. 4. How did ATOM achieve this? ATOM Managed Desk started with focused set of sites to profile campaign characteristics and nuances. This was followed by opening the campaign up to all RTB inventory to step-up volumes at improved ROI. The optimization engine modeled impression behavior and adapted swiftly to the changes in optimization strategies delivering huge improvement in ROI. Frequency-based analytics employed helped optimize reach and cost per click, by limiting audience overexposure. 4
  5. 5. Optimization Strategy
  6. 6. Performance Trendline Phase 1: Focused Exploration & Exploitation Explore wide spectrum of price points on limited seed inventory (to avoid burning a lot of the initial cost). Reduce eCPC through accurate prediction of bid price; complemented by improvisation of bidding strategy! Phase 1 Phase 2 Phase 2: Full Exploration & Exploitation Profile a wide spectrum of price points on the entire eligible inventory (with the objective of scaling up volumes). Ramp up delivery volume while reducing eCPC – thanks to accurate prediction of bid prices and improvisation of bidding strategy! 6
  7. 7. Analyzing eCPC vs. Frequency Even as market price of inventory (eCPM) reduces exponentially by frequency, CTR reduces even further, increasing effective cost of delivery (eCPC). Optimal frequency cap would reduce eCPC without compromising on deliveries! *Frequency Cap (fCap) defined over campaign life cycle (~1.5 months) 7
  8. 8. Frequency Optimization Fcap = 10 So what is the ideal setting? Key Takeaways  Fcap = 10 delivers 80% of the total Analysis helped understand click volume but only at 60% of the  eCPC trend with frequency total cost. Remaining 20% clicks  Market pricing of frequency consume 40% cost & 50% imps. …which helped in  Optimal frequency was set at fcap =  Reducing Impression wastage while 10 over the campaign duration  Ramping up click volume *Frequency Cap (Fcap) defined over campaign life cycle of six weeks 8
  9. 9. Key Insights Campaign ROI is linked to the frequency of exposure per user. Controlling exposure to users by identifying the ‘sweet spot’ of frequency can reduce impression wastage significantly. Optimal frequency cap setting depends on the campaign type; particularly the active in-market window associated with the underlying product. For instance, users are in-market for longer duration for home loans than for an air ticket. ATOM’s bidding algorithms complemented by smart bidding strategies delivered 60% lower cost-per-click compared to other platforms 9
  10. 10. Thanks!

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