“How Media Campaigns Influence Performance Tools? Prom Case Study.”

We have been conducting such analysis with Prom for a year now, starting with the first “Back to school” advertising campaign and the latest one being categorical. We have recently extracted the data.

In the first campaign, we estimate a 16% effectiveness of the media, meaning that users who have seen the advertisement are 16% more likely to convert. However, as we approach the end, we observe a decline in “effectiveness.”

These media effect data trendly align with brand lift. Brand lift is a sociological approach, while we have a more data-driven approach, but the data align.

This alignment is reassuring as it confirms the accuracy of our conclusions. Therefore, we can understand the campaign optimization methodology through numbers, and understand why something works.

We decided to go further and examine the impact of media advertising not on the conversion rate but on a deeper conversion—the Thank You page. However, there is no significant growth in this case.

The key objective of media advertising is to bring interested users to the website, encouraging them to browse and add items to the cart. The final conversion, on the other hand, is the task of other tools, such as loyalty programs, convenient delivery, etc.

Next, we decided to look at the traffic shares and how media advertising influences the sources of website traffic.

Among those who did not interact with the media, organic traffic is the largest, followed by paid and direct. However, when we consider those who have seen the advertising, we observe a significant decrease in the share of direct traffic and an increase in the share of paid traffic.

When launching a media campaign, it is important to invest in both the campaign and performance. We had a case where we launched a branding campaign with a large budget, but there was no growth during the campaign.

Upon meeting with the client, we discovered that almost the entire budget was allocated to the media campaign, significantly reducing the budget for paid search.

There is an illusion that a media campaign will immediately bring in many clients or users. But this is just an illusion. Media advertising will impact other sources, and it is not advisable to cut those sources.

Next, we plan to study the effectiveness of different creatives, comparing those who have seen videos versus banners. It is also interesting to compare the media effect based on frequencies, for example, for people who have seen the advertisement 2 times versus 10 times.

Overall, media advertising works. It influences other traffic sources and the behavior of users who have seen the ad videos. However, this effect should be verified in each individual campaign to utilize it correctly.