To support the launch of a new mobile phone, Samsung Turkey launched a rich media campaign with Google's Studio Layouts faster than ever before. Using DoubleClick Studio Layouts, the team was able to build a three-video GDN lightbox ad in only 15 minutes. Then, they completed quality assurance in three hours — no revisions needed. The campaign caught consumers' attention: In one month, 20 million impressions were served to 2.4 million unique users, with an engagement rate of 2.73%. More than 60,000 viewers watched the videos through to the end. From now on, the brand is planning to consider rich media formats for every launch campaign.
Approach
Repurposed videos from Samsung’s popular YouTube channel
Used Studio Layouts to quickly build rich media ad units
Chose a Lightbox template that features three different videos
Goals
Support the launch in Turkey of new mobile phone with advanced features
Engage young, tech-savvy professionals
Use rich media to showcase benefits of new product
Results
Creative was built in 15 minutes and campaign was live within three hours, representing a 90% reduction in normal production time
In one month, campaign reached 2.4 million unique visitors with higher-than-expected engagement (2.73%) and delivered CPE lower than normal at less than 10 cents
Metrics proved rich media should be a regular part of Samsung’s marketing mix
