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OpenX > Case Studies > How M&C Saatchi Mobile used programmatic mobile buying to improve multi-device campaign performance

How M&C Saatchi Mobile used programmatic mobile buying to improve multi-device campaign performance

Technology Category

Analytics & Modeling - Real Time Analytics
Platform as a Service (PaaS) - Connectivity Platforms

Applicable Industries

Telecommunications

Applicable Functions

Sales & Marketing

Use Cases

Demand Planning & Forecasting

Services

Data Science Services

The Challenge

M&C Saatchi Mobile, a mobile-first media agency, was working with a major consumer tech advertiser who had previously run desktop-heavy campaigns but hadn't seen comparable mobile results. The agency wanted to test the value of programmatic mobile web in a holistic, direct response conversion flow. They also wanted to test only high-quality, premium mobile inventory. The campaign was run exclusively through the OpenX Exchange for a month. The goal was to answer two questions: What role, if any, does mobile web play as a touchpoint in the conversion funnel? How does implementing mobile web impact overall campaign performance?

About The Customer

The customer in this case study is a major consumer tech advertiser. They had previously run desktop-heavy campaigns but hadn't seen comparable results on mobile. They were looking for a way to improve their campaign performance and were open to testing new strategies. They partnered with M&C Saatchi Mobile, a forward-thinking, mobile-first media agency, to test a multi-device buying strategy. The advertiser was interested in understanding the role of mobile web as a touchpoint in the conversion funnel and how implementing mobile web could impact overall campaign performance.

The Solution

M&C Saatchi Mobile ran one campaign with desktop-only targeting and a second campaign with mobile-only targeting. Each campaign was set up to receive roughly 50% of the budget. The agency then tracked where the user was converting, based off ad server and device graph data. The idea was to put desktop and mobile in a head-to-head competition to see which would yield better results. The results were then analyzed to determine the impact of mobile web on overall campaign performance and the role it played as a touchpoint in the conversion funnel.

Operational Impact

Mobile served as an efficient first touch with mid to lower funnel targeting, especially when paired with premium inventory.
Buying mobile inventory increased Return on Ad Spend (ROAS) and drove conversion lift.
Cross-device user targeting proved to be extremely effective, as mobile and desktop each have different strengths.

Quantitative Benefit

Mobile Targeting drove 80% more conversions than Desktop Targeting.
Mobile Targeting Cost per Acquisition (CPA) was 32% lower than Desktop Targeting.
Mobile Targeting Return on Ad Spend (ROAS) was 27% higher than Desktop Targeting.