Case Study: Scarlet achieves 2.7x lower CPA and 20% lower cost-per-visit with Outbrain's Standard Smartad

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

Scarlet, a Proximus group telecom brand active in the Benelux, had launched new broadband, mobile and TV bundles and — after an awareness push on radio, TV and OOH — needed to drive lower-funnel engagement and attract new customers. The objective was qualified traffic and lead generation, so Scarlet ran an ad-hoc boost campaign on Outbrain’s open web recommendation platform to pick up momentum in the conversion phase.

Using Outbrain’s Standard Smartad format with tailored, attention-grabbing creatives and headlines, Scarlet also deployed the Outbrain pixel to exclude known audiences and focus on new visitors. The campaign delivered top performance for post-click and post-view conversions, achieving -20% cost-per-visit versus objective and significantly lower CPAs (2.7x vs. Display, 4x vs. other open web platforms, and 9x vs. direct publisher network buying), making Outbrain a key partner for future always-on activity.

Scarlet

Sebastien Ambassa

Programmatic & Direct Media Buying