Case Study: Cox Communications lowers CPA and boosts conversions on Facebook with SundaySky’s SmartVideo

Driving Conversions While Lowering CPA on Facebook

Cox Communications wanted to increase online orders from recent site visitors while reducing cost per acquisition (CPA) on Facebook. Although Cox had run personalized video programs through traditional publishers, it expanded to Facebook to test whether deeper personalization combined with Facebook’s reach could drive better conversion performance.

Cox partnered with SundaySky to run SmartVideo ads—15- and 30-second in-stream, auto-play videos that used Facebook Web Custom Audiences, algorithmic targeting, and Cox.com browsing data to dynamically personalize creative (product, price, persona story, seasonal and premium content). The program delivered measurably better results: it beat Cox’s target CPA in month one and, within a few months, outperformed the target by 193%, delivering higher conversion rates at a lower CPA.

Cox

Todd Campbell

Senior Manager of Digital Media