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Case Study

Scarlet Achieves 2.7x Better CPA vs. Display, Attracts New Clients with Outbrain

4xlower CPA vs. other open web platforms

2.7xlower CPA vs. Display

-20%Cost-Per-Visit vs. objective

9xlower CPA vs. Direct Publisher Network Buying

Introduction

Scarlet, a brand under the Proximus group umbrella, is a major telecommunications company active in the Benelux region that offers subscriptions for internet access, digital television, mobile and home phone. Scarlet recently enriched its product offering with new bundles that include everything its customers need: broadband, mobile and TV.

The Challenge

Following an awareness campaign on radio, TV, and OOH, Scarlet wanted to engage its target audience further down the funnel with the goal of attracting new clients. The company therefore opted for an ad-hoc boost campaign using Outbrain’s open web advertising platform to support its always-on activities.

The Solution

Outbrain’s advertising technology gives brands like Scarlet the ideal solution to engage users, prime them for conversion, and scale campaign performance.

For this campaign, Scarlet relied on Outbrain’s Standard ad experience, a non-intrusive format that matches the look and feel of the publisher site in which it appears. To help boost user engagement and spark action, Scarlet developed and tailored its creatives, making sure the images captivated consumer attention and its headlines were optimized for high CTR.

Looking to gain incremental engaged audiences, the brand implemented the Outbrain pixel to exclude audiences already familiar with the brand and target only new visitors, as well get a better understanding of its Outbrain campaign performance.

Outbrain’s performance is really impressive. The level of CPA achieved, thanks to its pixel’s optimization, is the best we ever had in an engagement phase, outperforming all of our regular channels for such important campaigns. I am confident we found in Outbrain an important partner for our media mix moving forward, starting with our next major campaign in a few months.”

– Sebastien Ambassa, Programmatic & Direct Media Buying, Maxus