Marketers in Malaysia are starting to integrate creative optimization into their remarketing campaigns to drive conversions.
Citibank increased conversions by 42 percent in a recent retargeting campaign to generate new platinum card applications in Malaysia, which used DG Mediamind's creative optimization tool.
The ad management firm uses Smart Versioning technology, which allows marketers to manage multiple creative ad banners and serve up targeted messaging to specific audiences.
Nicholas Goh, associate director from MEC Malaysia, says the Citibank campaign has combined retargeting with DG's feature to optimize more than 80 banners based on user behavior to drive better conversions.
Citibank's direct response campaign started early this year to promote its new Reward Platinum credit card to online users in Malaysia.
MEC and Splash Interactive had to develop workflow, retargeting sequence, and strategy for the three-month long campaign that was executed in two phases.
In the first six weeks, consumers were exposed to banners from various categories such as dining, travel, and entertainment, which featured different creatives and messages.
For instance, if a user clicked on a travel-related banner but did not convert, she would be retargeted with another travel ad in subsequent impressions.
In the second phase, the team conducted a mid-campaign analysis to retarget users that have signed up for the platinum cards.
Post-conversion banners were served on the bank's website to communicate other benefits, reward points, and rebates for the card.
As a result, DG said the campaign attracted 42 percent more requests for credit card applications compared to a previous retargeting campaign that did not include a behavioral component.
The ad management firm also claimed that overall production time was reduced as creative agency Splash only took three days to produce 87 banner versions using an Excel feature from its tool.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Adaline Lau, ClickZ Asia editor, oversees day-to-day editorial operations covering digital marketing from search to social media, mobile to analytics in the region. Before ClickZ, she was senior reporter at Marketing Magazine and has worked as a journalist for The Singapore Marketer and Asia Pacific Broadcasting. Connect with her @adalinelau or Google+.
Hong Kong, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
12:00pm ET/9:00am PT