Enhancing Ad Visibility Driving Engagement for Marks & Spencer
Marks and Spencer Group plc is a major British multinational retailer, that specialises in selling clothing, home accessories and food products – mostly of their own label. Like many others, M&S were looking to increase their online sales, and one of their main KPIs is site visits.
M&S wanted to drive users to their site by increased ad viewability – without cutting their ROAS.
Opting for a strategic approach, we used DV360 to introduce a 60% minimum viewability rate and reduce wasted ad spend.
From here we optimized display to increase brand awareness and drive traffic to alternative search channels. We then investigated fluctuations between brand metrics to establish their impact on ad viewability.