Winning over the competition on Black Friday
Mobiles.co.uk creates unified advertising campaigns across multiple channels, including display, video, audio, and affiliate marketing. Affiliate websites are a particularly important channel for marketing at Mobiles.co.uk, due to the value and price-led nature of cashback and price comparison sites. Using Advertising Cloud DSP, Mobiles.co.uk can reinforce a consistent advertising message and create a greater sense of professionalism and trust for customers.
Black Friday is one of the biggest shopping periods in the United Kingdom. Mobiles.co.uk capitalizes on this high-sales period with two weeks of limited-time deals. Using Advertising Cloud, Mobiles.co.uk created a series of ads timed to air only when a product or offer was active. When the deal ended, Advertising Cloud would automatically roll out the next deal across multiple advertising channels.
The most recent Black Friday campaign became the highest performing campaign on record. The company measured the click-through rates of each advertisement and adjusted spend to focus on high-performing creatives. By adjusting campaign performance, Mobiles.co.uk increased impressions by 376% and lowered cost per impressions by 87% over the previous year, even while reducing marketing spend by 38%.
In addition, video engagement increased dramatically. For the company’s “Oh My Deal” campaign, for example, Mobiles.co.uk created new audiences based on specific traits and targeted audiences with specific videos to maximize video views. The higher engagement helped videos reach 2.2 million impressions, up from just 13,400 impressions the previous year. It also contributed to a 30% lower cost per order for video compared to the previous year.
“None of our direct competitors could match the complexity of the Black Friday campaign we ran with Adobe Advertising Cloud,” says Karsandas. “Despite the intensely competitive market, it was our most successful Black Friday to date with an overall 41% increase in orders from display, audio, and video advertising channels, whilst the cost per order decreased by 56% year-over-year.”