Animated HTML5 banners increase conversions for Penguin Random House
Content pop-outs and animations increase banner engagement for Penguin’s book launch campaigns.
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