Case Study: Specsavers achieves 38% lower CPA with Smartly.io

Display personalisation pays off Specsavers achieve 38% lower CPA

Specsavers, the retail and healthcare brand, wanted to improve the performance of its display ads but was limited by the time and resources needed to create varied creative versions across many banner sizes and markets. Smartly.io helped them explore a more diversified creative testing approach with dynamic display advertising.

Smartly.io built creative templates for a DCO strategy that personalized ads using contextual triggers such as weather, geo-location, time of day, and day of week, along with rational and soft messaging. The result was a 38% lower CPA, a 20% increase in CVR, and a 14% increase in CTR, showing a clear lift in display performance.

Specsavers

Rikke Rømer

Digital Marketing Manager for Northern Europe