Display personalisation pays off: Specsavers achieve 38% lower CPA

Specsavers wanted to improve the performance of their display ads. They had been running standard display ads with content changing according to new campaign offers, but without any extra relevance or personalisation. Resource limitations made diversifying creatives across all the numerous banner sizes for all markets seem like a daunting task. So, in collaboration with Specsavers’ media agency and creative agency, Smartly constructed a more diversified and creative testing strategy, testing if this would maximise impact without wasting resources on the wrong avenues.

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The creatives were personalised based on four contextual triggers; weather, geo-location, time of day and day of week with additional rational and soft messaging. 

Smartly built the creative templates and the copy text changed dynamically based on the contextual triggers.

With this simple creative improvement and embracing some of the great DCO possibilities, Specsavers was able to slash their CPA by 38% when looking at the performance from their attribution model.