“The key benefit is that we can now organize and sort data differently, allowing us to really easily and quickly see where are the opportunities for optimizations. We can see which of the creative sizes perform the best, across all accounts, as well as which audiences responded best and then ask our clients to provide us with more creatives in that size or format or to inform social traders to reallocate budgets to performing audiences in order to improve the campaign outcomes,” emphasizes Kamal.
The main success with the optimization of Twitter Ads came in the area of reducing costs of mobile apps installs for regional clients, but also in brand building. For a major client in the travel industry, ad performance data is combined with data coming from other platforms for ad viewability and monitoring. Based on this, the team at Havas Middle East created a custom metric – Cost per Quality View – showing the cost of a video ad that was viewed for more than 50% of its duration.
For the agency, this was a clear opportunity to identify the targeting segments and creatives which are performing better and reallocate budget to them. With this optimization in place, in the course of a single month the overall viewability improved from around 40% to almost 80%, giving a clearly improved performance on this branding initiative, and reaching the objectives of the client much faster.
Besides these benefits, the fact that the data is now readily available in a consistent manner allowed the data team at Havas Middle East to create standardized dashboards they can easily replicate to new clients. And on top of that, General Manager Houda Tohme highlighted that “thanks to the advancements in our approach to data, we are now able to offer more value-added services to our clients" - which generated a new revenue stream for Havas Middle East - "and deliver optimized campaigns with an improved ROAS.”