Animated banners increase conversions for Penguin Random House

Animated HTML5 banners increase conversions for Penguin Random House

Content pop-outs and animations increase banner engagement for Penguin’s book launch campaigns.

Animated banners increase conversions for Penguin Random House

Goals

  • Increase awareness and drive sales for specific book launches

Approach

  • Ran book launch campaigns in four-week increments
  • Utilized existing brand assets to create interactive HTML5 banners with animations and additional content pop-outs
  • Identified sites that match the target demographics
  • Constantly optimized and redefined activity based on performance and data to produce the highest performing results in the quick campaign timeframe

Results

  • 71% of total conversions driven by new creative and retargeting strategy
  • Identified a new high-converting audience that was not formerly on the radar

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