Case Study | Industry: B2C
Capabilities Used: AdRoll Attract, AdRoll Convert
Facebook Prospecting CTR
Facebook Prospecting CPC
Avg. Facebook Retargeting CPA
“AdRoll’s algorithm is at the head of the pack. Similar engines didn’t perform to our expectations. Our CTRs are exceeding our initial expectations and driving quality new visitors, which in turn helps our retargeting."
Director of Marketing, PlayOn
Record Results with a Full-Funnel Play
After introducing a “freemium” model, the PlayOn Team wanted a way to stay top-of-mind in order to convert their free customers.
Programming the Right Plan
The PlayOn team was finding it difficult to execute a full-funnel digital marketing plan. They were trying Google AdWords, Facebook ads, and direct ad buys—all with mixed results.
“We didn’t know the first thing about retargeting when we first came to work with AdRoll,” says Jim Holland, PlayOn director of marketing. But AdRoll representatives took the time to help plan a full-funnel digital strategy that took care of the entire customer lifecycle, from awareness to conversion.
“The account and customer service teams have been outstanding and exceedingly responsive,” Holland adds.
With help from AdRoll, PlayOn designed a retargeting strategy to drive freemium customers to the paid tier of their product. PlayOn also added prospecting to boost their acquisition efforts.
Fast Forward to Success
At first, PlayOn was hesitant about AdRoll—as a small company, any new spending needed to see a return on investment right away.
However, since adding AdRoll to its digital marketing mix, PlayOn has found and converted more customers than ever before. AdRoll Convert drove more customers to the paid tier of their product, and AdRoll Attract has since become their primary acquisition tool. They have since increased their prospecting spend.
With AdRoll, PlayOn saw a significant increase in both acquisitions and conversions every month. Facebook prospecting in particular had a 3.28 percent CTR, a $0.44 CPC, and a $4.26 CPA.
“AdRoll’s algorithm is at the head of the pack. Similar engines didn’t perform to our expectations,” says Holland. “Our CTRs are exceeding our initial expectations and driving quality new visitors, which in turn helps our retargeting.”
PlayOn is a streaming video recorder that allows you to view and record online media just like you would with your cable DVR. PlayOn was created to make it easy to watch internet video on any device, even offline.