Various optimisation techniques were used to improve the performance and efficiency of this digital display advertising campaign. By using our control, test and learn approach to campaign optimisation, it was great to report continuous improvement in performance month in, month out. Read more at http://www.equimedia.co.uk/work/case-studies/rspb-digital-display-campaign/

1. Improvingperformanceandefficiency…
…transparentprogrammaticoptimisationwithahumantouch

2. background
A client for over 8 years, we have worked with the RSPB to DELIVER
effective digital marketing activity focused on MEMBERSHIP and
encouraging public participation in mass ENGAGEMENT events and
ADVOCACY campaigns.
Following work to launch the new RSPB Giving Nature a Home
campaign early in 2014, our attention turned to optimising
MEMBERSHIP activity for the second part of the year.

3. thechallenge
1. Further increase the cost effectiveness of membership display
campaigns.
2. Focus the optimisation strategy solely on the primary objective
of membership.
Primary Targets Secondary Targets
Memberships Shop sales
Raffle Sales
Campaign Participation
H2 Strategy Focus

4. thestrategy
RSPB display activity is delivered through a combination of
programmatic media buys via our agency trading desk, Kaizen,
and publisher direct and network deals, as well as through paid
social platform campaigns.
Cost-efficient memberships are delivered through a strategic
balance of dynamic re-targeting and prospecting investment
with precision targeting overlaid to ensure we reach the right
audience, at the right time, in the right environment and at the
right price.
Activity is planned monthly so that campaigns are agile and
flexible; optimised to the latest performance insights and taking
advantage of any new media and targeting opportunities, e.g.
TV Synch which enabled us to synchronise our digital media
spend in real-time with the client’s aired TV campaign.

5. theoptimisations
We establish a Control, build a test and learn approach to campaign optimisation that
allows us to achieve continuous improvement in performance, month in, month out. Our
activity is optimised to conversions and a CPA target primarily, but within our reporting
powered by our bespoke technology we are able to reveal full line of sight into which
targeting strategies performed. Optimisations included:
Banner development
• Messaging tests to maximise membership conversion, first tested in PPC to learn quickly
• Testing specific membership types messages e.g. adult, family and gift
• Mobile creative launched to maximise reach
Re-targeting strategy
• Encouraging membership amongst previously exposed and, therefore, warm audiences from
non-membership activity
• Re-targeting reach expanded onto social channels
Budget weighting
• Optimised towards lowest cost per membership placements
Attribution analysis
• Understand the influence of individual display placements on other placement and
channel performance to maximise overall ROI

6. reportingandperformance
management
Reporting is delivered through our bespoke software
and a sophisticated DoubleClick set up to enable
detailed regular data analysis by our data scientists and
experienced campaign managers, to ensure ROI is
attributed back to specific budget lines.
Reports are provided to the client twice a week, with
end to end insights into performance, optimisations
and recommendations for testing and development.
Taking account of multiple digital campaigns and
budget lines, we developed bespoke reporting to
provide a clear line of sight into our performance
against the primary KPI (membership) and also
secondary measures for each campaign, together with
detail on conversion. This gave RSPB full visibility of all
the value delivered by their online marketing
investment.
Front end metrics Primary targets Secondary Measures
examplereport

7. theresults- So, how did we do?
Membership recruitment via digital marketing exceeded
volume targets over the 7 months from Sept to March.
Cost efficiency also increased with a 52% reduction in cost per
membership.
“Thanks to Equimedia’s sophisticated
reporting systems, we received regular
updates and insights on campaign
performance.
This meant we had great visibility of the
value being delivered by our marketing
investment throughout the campaign.”
Carol Lamey, Internet and Digital
Marketing Channel Manager, RSPB