in-image advertising case study cat’s pride client: oil-dri corporation of america agency: doner...
TRANSCRIPT
IN-IMAGE ADVERTISING CASE STUDY
CAT’S PRIDECLIENT: OIL-DRI CORPORATION OF AMERICA
AGENCY: DONER
®
To increase awareness of Cat’s Pride® Fresh & Light ® among cat enthusiasts, Doner selected GumGum to communicate its brand message on contextually relevant photos across its in-image advertising platform.
OVERVIEW
Objective: Generate awareness of Cat’s Pride® Fresh & Light ® among cat enthusiasts
Strategy: Speak directly to cat enthusiasts within the digital space
Tactics: Place Cat’s Pride® Fresh & Light ® ads alongside contextually relevant content using online display and video ad units
GumGum developed the following campaign to support the awareness objectives for Cat’s Pride® Fresh & Light ® :
CAMPAIGN DETAILS
Targeting: Keywords related to all things feline, including cat types and interests of cat enthusiasts
Creative: Custom animated rich media units created by GumGum, including video light box with links to official site and social media pages
Flight Dates: Q4/2012 campaign; was renewed for Q2/2013
CREATIVE
Studio – Mid/static unit
Runway - Tall/animated unit
CREATIVE
CREATIVE
Video Light Box Overlay with Links to Social Media and Official Site
Studio Unit Appearing Over Image in Living Section of Daily News
PUBLISHERSIn-image ads for Cat’s Pride® Fresh & Light ® appeared across these and other publishers on the GumGum platform:
CAMPAIGN RESULTS Cat’s Pride® was fat and happy with the results:
•3X the average CTR for GumGum campaigns at click-through rate of 1.18%
• 90% video play rate and 50% completion rate
• 3X the video CTR to official website at 4.22%
•Doner renewed the campaign with over double the investment for Spring 2013
THANK YOU!