Frontier Developments, the UK-based video game developer behind titles such as BAFTA-nominated Elite Dangerous and 2018’s Jurassic World Evolution, enlisted Croud to run programmatic activity for their upcoming simulation game, Planet Zoo. The main objective for Croud was to generate mass brand awareness following the game’s announcement, meaning maximising trailer views through highly targeted video and YouTube campaigns.
Croud identified that the best way to deliver and exceed results was to utilise Display & Video 360’s recently launched ‘Maximise Brand Impact’ automated bidding strategy. Thus in-line with primary KPIs, Croud opted to prioritise impressions where the video is visible for 10 seconds or more.
The Croud difference
Croud proceeded with a detailed test-and-learn approach, first trialling the new strategy in the US market, with a view to then rolling it out globally.
- Croud implemented the strategy across various line items within the video prospecting insertion order for the US market. The insertion order, which describes the terms for ad delivery, included a mix of audience, custom intent, customer affinity and contextual targeting.
- Using Croud’s extensive network of programmatic specialists, known as ‘Croudies’, Croud closely monitored results on a daily basis to ensure performance was improving.
- Following a successful US trial of the new bidding strategy, Croud replicated this strategy across the UK market, and continued to monitor results.
Off the back of the new bidding strategy, Croud saw:
- +73% uplift in view-through rate for the US when comparing the seven days before and after the strategy change
- +143% increase in click-through rate (CTR) during the same market and timeframe
- CPMs fell by 39%, resulting in media efficiencies and sizeable cost savings
- Croud also saw a 120% uplift in conversions for email subscriptions