Testing the right waters.
Determining whether increased video activity would strengthen click-through-rates.
As digital best practice shows Facebook News Feed video generates high user engagement, we proposed running a trial campaign to determine whether increased video activity would also strengthen click-through-rates.
Campaign optimisation
Data analysis
Testing
To effectively benchmark video performance against National Geographic’s existing creative, we ran 15-second video prospecting ads alongside static image, Carousel and slideshow formats. Both campaigns targeted 'lookalike audiences' of people who had visited the National Geographic website and audiences who had indexed highly against users that had already converted online. By running both campaigns simultaneously using identical targeting, we ensured that the A/B test was fair and generated actionable results.
