CPC 22% cheaper than campaign average
0.31% CTR x3 times higher than eBay desktop
After seeing mobile site traffic increase from 46% to 67% over the last two years, our client HiPP, the organic baby food manufacturer, knew their core audience of mums were heavy mobile users.
As a result equimedia was briefed to develop a campaign to capitalise on the changing web browsing and media consumption habits of mums and increase the brand engagement with this core audience.
The equimedia media team planned eBay mobile app homepage banner ads to target mums on specific keywords or behaviour, harnessing eBay’s 1st party data to reach the right user at the right time. This activity was the perfect complement to our Kaizen mobile programmatic activity. It allowed us to build reach across relevant sites and directly target mobile-savvy mums.
This campaign generated over 27k clicks to the website, with a click through rate of 0.31% which was 3 times better than the eBay desktop targeted ads. The cost per click was kept below £2, 22% cheaper than previous campaign averages.
We were delighted to be amongst the first adopters of the newly introduced mobile format on a site which we know provides great engagement with our core audience of mums. We look forward to testing other new formats and opportunities as part of our digital marketing activity with equimedia.
Figure 1: HiPP Organic website
Figure 2: HiPP Organic’s eBay mobile display advert