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Case Study

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Orange maximize the value of visitors by personalizing remarketing banners.

Challenge

Orange Jeux is an Orange platform for digital distribution of video games.
Although they contain a catalog of thousands of video games, including the best sellers, sales remain a challenge due to intense competition.

In addition to the managing sponsored links via Product Feed, Orange Jeux also called upon ESV Digital to maximize the value of their visitors.
The objective was to develop a creative and dynamic way to retarget visitors in the most effective manner while decreasing the costs of acquisition.

Solution

With their strong experience in Display performance and notably in RTB, ESV first put in place a remarketing solution via standard banners.
In parallel with these first campaigns, ESV’s creative studio created games on banners with the Studio’s tool, DoubleClick.
These banners were designed to retarget the visitors who did not make a purchase with the last game viewed on the site.

In addition to the confirmed success regarding the collaboration between the Studio and Media teams, this measure also permitted comparison, on the same audience, of the impact of dynamic banners compared to that of standard banners on those visitors who have items in their basket but do not buy. The results confirm the effectiveness of dynamic banners managed by DoubleClick.

Result

Improvement of KPIs in dynamic remarketing vs standard :

- CTR increased by 38%
- Rate of transformation - Post Clicks: x2,9
- CPA Post Click : 78%
- Rate of transformation - Global : +35%
- CPA Global : -34%

"“ESV Digital brought us their know-how in terms of RTB via practical tools that had a real tactical advantage.”

Gaël de Robien, VP PC Games at Orange"

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