Cable channel Reelz used a technique called ‘Smart Versioning’ to continually adjust text, video and URLs in ads based on response, in order to boost ROI. As a result, the campaign achieved a 200% higher dwell rate than average.
The purpose of the campaign was to get audience attention and increase the website traffic.
Smart Versioning enabled for ongoing changes, text, video, and URL feeds. And all updates that would otherwise take hours with smart version can be done in only a few minutes. The regular ongoing updates resulted in high dwell rate.
The campaign resulted in dwell rate of 10.35%, 200% more than the entertainment vertical.
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Brand: Reelz| Sector: Entertainment| Agency: Haworth, Reelz Channel, MediaMind | Format: Smart Versioning
“We are always looking for ways to boost the relevancy of our campaigns, and Smart Versioning makes that possible. The ability to quickly produce multiple creative versions and make changes on fly drives better results and save us time and money, improving our ROI.” – Chris Kerrigan, Vice President at ReelzChannel
