Case Study: Large Insurance Provider achieves optimal brand and direct response balance with Amobee

Large Insurance provider - Customer Case Study

A large insurance provider wanted to add brand ads into the creative rotation of an existing programmatic display campaign without hurting the strong inquiry and sales performance driven by its direct response ads. The company used Amobee DataMine Analytics to evaluate how different mixes of direct response and brand ads affected campaign results.

Amobee analyzed A/B test data and campaign performance to identify the best rotation level. The provider learned that keeping brand ads below 10% of impressions preserved sales per user and had only a minimal effect on inquiries per user, while higher rotation levels reduced performance too much. As a result, the campaign was adjusted to run brand ads at less than 10% rotation, delivering greater Facebook engagement with minimal impact on inquiries and sales.