MOYO: Finding Effective Frequency

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MOYO could not invest in marketing on the same scale as the category leaders, but still needed to grow its market share, so we concentrated on improving the quality of the ad outreach.

The Background

MOYO is a second-tier e-commerce player working in a highly competitive environment, capturing the smallest share out of top-5 e-commerce players in the country.

The Challenge

MOYO could not invest in marketing on the same scale as the category leaders, but still needed to grow its market share, therefore, we had to concentrate on the quality of the ad outreach.

Our Approach

We applied our proprietary methodology of ‘Comprehensive Analysis’ to identify the duration of the advertising effect to see how long do people remember MOYO’s ads. We’ve run a test campaign accounting for both click-through and view-through traffic to see when the bulk of ad-exposed audience had stopped visiting the advertisers’ website and needed a new push.

As it is seen from the chart, the maximum duration of the advertising effect took place over the first three days after the user saw the ad. A total of 3.8% of all ad exposed users, visited the advertisers’ website over this period. (>98% of them never clicked on the ad). We’ve set the campaign frequency at 3 per campaign. This analysis allowed us to see the real lagged impact of the display ad campaign and set the frequency of ad exposure at the optimal level.

Performance

Applying optimal effective frequency, MOYO was able to get better results with fewer resources. The company was able to cut expenses on the inefficient noise (when users were shown the ad >3 times), and at the same time, maintained the maximum reach at the effective frequency. Over the time of the campaign, MOYO increased its market share by 5% eating into Allo and Citrus’ market shares.