Results we are happy to be judged on.

display CPA, down from €120 in 5 months

One number tells the story: display cost per acquisition fell from €120 to €58 in five months. Here is exactly how it moved, step by step.

retargeting CTR, 0.28% to 0.74% on creative alone

The media plan barely changed. The creative did. Replacing a handful of static banners with a dynamic HTML5 set across all six standard IAB sizes lifted retargeting click-through from 0.28% to 0.74%.

retargeting ROAS, up from 2.9x in 4 months

Retargeting return on ad spend climbed from 2.9x to 4.1x in four months, without raising budget, by fixing what the banners showed and where they ran.

media scaled across six markets, ROAS held at 3.4x

The brief was to grow display fourfold across six markets in six months without letting return on ad spend collapse or creative production become the bottleneck. We held a 3.4x blended ROAS the whole way up.

viewability, up from 54% in 3 months

Viewability went from 54% to 82% in three months. Nearly half of the impressions had never been seen, and fixing that quietly recovered a large slice of wasted budget.

banner turnaround, down from 10 days

Creative was the bottleneck, not the media. Moving to one dynamic HTML5 master cut banner turnaround from ten days to two and took the brand from four creative variants per quarter to twenty.