One of the world's largest pharmaceutical companies
Service: Dynamic Creatives
Niche: Pharmaceutics
Region: Ukraine
The client
Bayer is a Life Science company with a more than 160-year history and core competencies in the areas of health care and agriculture. With our innovative products, we are contributing to finding solutions to some of the major challenges of our time.
The challenge
The agency suggested using the format of dynamic creatives in DV360 as a promising approach for the implementation of performance campaigns.
In cooperation with Admixer Advertising specialists, a strategy for the introduction of dynamic creatives was developed. Its purpose is to display ads exclusively in those cities of Ukraine where the pollen level is currently average or high. In the case of a low level of pollen or its absence – the display of ads was automatically turned off.
Decision
The campaign with dynamic Rich Media creatives was implemented using the following products:
- GCP and Pollen API Google Maps – Activation and pausing of Line Items in DV360 corresponding to different cities, depending on the pollen level,
- Studio, Google Web Designer and CM360 – activation of dynamic creatives, on which the names of cities, as well as the background, changed depending on the level of pollen
Two sizes, 300×250 and 300×600, which are the most converting for the brand, were taken as creatives.
The Results
The results of the campaign confirm the effectiveness of using dynamic creatives in media advertising. The ad attracted the attention of users,
- showing a high CTR of 0.28%
- and providing a high conversion rate of 9.7%.
- At the same time, ROAS was a record 300% for conventional media advertising formats.
This case proves that the use of dynamic creatives in banner advertising can produce amazing results if done by professionals!