Juan Pablo Ambrogetti
Digital Marketing Manager at La Anónima
Digital Marketing Manager at La Anónima
impressions in branding campaigns
of the retargeting conversions came from branding
bigger revenue in five months
average CTR from video ads
La Anonima has a strong position as an offline supermarket. However, the e-commerce sector competes not only with other mid- and large-format supermarkets but also in a highly competitive multicategory retailers market, especially when it comes to intense promo periods.
In order to increase the visibility of the online shop, engage users to visit the website, and grow sales during the Hot Sale period in Argentina, the brand needed a holistic media approach, addressing each stage of the sales funnel to ensure users would be ready to buy with them at the end of the journey
Campaign Goals:
RTB House designed tailored ads to meet all the goals throughout the consumer journey by utilizing the AI Full Funnel solution. Its AI-powered technology helped to identify users at different stages in real time and displayed diverse and relevant ad formats for a high level of personalization and the best experience with the brand. For new users, soft and engaging dynamic video ads were chosen, while users familiar with the brand were targeted with performance display creatives.
By using first-party data, we were able to target the users that had similar interests as the existing users of the shop, at the same time protecting the brand from inappropriate context via the Brand Safety solution. Geotargeting was also applied to ensure even more precise targeting of the desired audiences.
The RTB House team of specialists ensured daily optimization to keep cost per sale at the agreed level and managed the most effective budget distribution between upper, middle, and lower funnel campaigns. Thanks to the combination of technology and expertise, they could bring more users to the website during the promo period, with all expected KPIs being achieved: