GANDT Fireside Chat #033 | CPM currently still low and Facebook Dynamic Campaign Case Study

Post by Elli Schneider
Jun
10
2020

True to our motto “Working Out Loud”, we at GANDT Ventures exchange our thoughts and ideas on current news topics in the world of online marketing, digital retail, and e-commerce. This helps us uncover opportunities that can be used for companies and our clients as part of our daily business.

But most of all, it is a lot of fun and a great way to share knowledge.
Our podcast-style chats are available to anyone who is interested to find out more about what Google, Facebook, Amazon and the likes are up to.

 

The CPM development during Corona

We have often spoken about the development of CPCs during the Corona crisis. Especially in the major channels of Google and Facebook, costs per click have fallen during the crisis – simply because there was less competition. Many advertisers had to pause their digital advertisements and thus save budget.

The costs of advertising (CPM) have also fallen sharply in the area of media and inventory purchasing.

Programmatic advertising inventory had a cost low of between 20 and 40 percent below normal levels in March, according to Criteo.

And even at present, the CPMs are still below those before the crisis and have not yet reached the level of the previous year.
With an increase in “demand” – a larger number of people still spend their time in front of the screens – and less competition, there is now an opportunity to buy premium inventory that would normally be too expensive.

 

Facebook Dynamic Campaign by Aldi UK

Dynamic Ads are a popular Facebook advertising format that allows us marketers to dynamically serve ads based on user behavior.

A creative and, in our opinion, well-done idea of using these ads was discovered at ALDI UK.
Looking for a problem solution in corona times – in order to keep the queues in front of the shops as low as possible but still catch up on the sales lost during the shutdown, the discounter uses Dynamic Ads Campaign.

These show the user the expected number of visitors per store location – so that a customer knows how full the supermarket will be even before the visit.

ALDI has determined the times at which there is less activity in the respective branches. This information was collected in a corresponding store feed and rendered as video.

In addition, users will also find the other features of a store ad in the dynamic ads: A dynamic evaluation of the nearest store as well as the address of the store and integrated “get directions” call-to-action.

We find the creative implementation of this ad format impressive, the discounter shows how a little “out-of-the-box thinking” can also be used in Facebook marketing during the Corona pandemic.

 

Agenda | GANDT Fireside Chat Video #033

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