Lactaid

Case Study
Lactaid
Campaign Highlights
Creative dynamically determined based audience segment
and time
One asset upload for 4 creative sizes
One creative build for 180 creative variants
Performance Gains: 2.2X Average Dwell Time
Campaign Overview
The Lactaid Campaign targeted users with known or possible lactose intolerance. The products advertised included lactose-free milk,
lactose-free ice cream, and lactose supplement pills. Several creative
variations were rotated for each product type, with some variations
restricted to morning or evening alone. In addition, some variations
included the retailer logos.
Campaign Goals
The primary success metrics for this campaign were Brand
Awareness and Purchase Intent, which were represented by Average
Dwell Time and Click-Through Rate.
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Lactaid Case Study
Campaign Creative Plan
Dynamically determined text, background, language, CTA, and version
180 creative variations
4 ad sizes
Personalized Creative
Dynamically determined creative components include:
•
Text – Headline which varies depending on the segment
•
Background – Different image depending on the segment
•
Language – Based on segment
•
Call to Action rotations
•
Logo – retailer logo display
•
Image – Different products shown at different times of the day
Creative Details
•
180 creative variations
•
Designed in HTML5
•
Four Ad Sizes
- IAB Half Page (300x600)
- IAB Leaderboard (728x90)
- IAB Medium Rectangle (300x250)
- IAB Wide Skyscraper (160x600)
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Lactaid Case Study
Creative Variations
Ad Size: Leaderboard 300 x 250
Morning
Variation
Variation
with retailer
logo
Evening
Variation
Language
Variation
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Lactaid Case Study
Creative Sizes
Leaderboard
728x90
IAB Half Page
300x600
IAB Wide Skyscraper
160x600
IAB Medium Rectangle
300x250
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Lactaid Case Study
Efficient Campaign Execution
One Creative Build for 180 creative variants
One Asset upload for 4 creative sizes
Scalable setup to easily add and remove dynamic variants
One Ad
Each of the four creative sizes (300x250, 160x600, 300x600, 728x90) was created as one ad
using drag-and-drop Ad Studio in the Jivox IQ Dynamic Platform.
One Set of Unique Assets
All creative sizes pointed to the same assets from the Jivox IQ Content Management
System. This enabled the ad production team to easily update assets across all variations
with a single asset update.
Dynamically Served Creative Variants
The assets that were dynamically determined at run time are summarized below:
Data Trigger
Dynamic Asset
Audience Segment
Product image, text, logo, language, CTA
Time
Different products shown and rotated shown based on the time of the day.
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Lactaid Case Study
Campaign Performance Analysis
2.2X Dwell Time
Average Dwell Time
This campaign achieved its primary performance goal with a 2.2X lift on Average Dwell Time
compared to Google published benchmarks. A breakdown of ADT shows gains across all ad units.
Click-Through Rate
A breakdown of CTR shows gains across three of the four ad units.
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Lactaid Case Study
Learn More About Jivox
Jivox IQ Platform
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Contact Us
For any questions about this case study or otherwise, please email us at support@jivox.com
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