Yeildmo utilized dynamic format optimization and AI strategies to boost campaign effectiveness for a nonprofit, the Humane Society of the United States.
Objective
Yieldmo's objective was to encourage visitors to its website to participate in a range of pet-related actions. It focused on the click-through rate (CTR) as its primary performance measure. In addition to CTR, it also emphasized optimizing the efficiency of its creative output with minimal additional effort.
Context
The Ad Council, collaborating with the Humane Society of the United States and Maddie's Fund, sought to optimize the effect of its "Pets and People Together" campaign without necessitating extra operational or creative efforts. Yieldmo's introduction to this campaign came through its association with the Ad Council, where Yieldmo quickly identified it as a prime opportunity to boost campaign effectiveness using its most recent technological advancement: dynamic format optimization (DFO).
Target Audience
The target audience comprised individuals seeking a pet companion, along with animal enthusiasts who wished to donate to ensure every animal leads the best life possible.
Creative and Media Strategy
Dynamic format optimization (DFO) and Smart Curation worked together seamlessly. DFO has revolutionized the brand's current creative resources by employing AI to identify and deliver the most effective creative formats. Leveraging Smart Curation, its integrated machine learning technology, Yieldmo tailored its inventory to align with the Ad Council's key performance indicators without requiring any additional effort.
The campaign was a $20,000 pro-bono initiative in which Yieldmo donated 15 million impressions. Yieldmo leveraged DFO, which harnessed the power of AI for post-auction enhancement, combined with Smart Inventory Curation. DFO transformed the brand's existing creative assets into a suite of programmatic-friendly creative formats — Frictionless Formats — and used AI to select and deliver the highest-performing creative format in real-time.
To measure the results, Yieldmo split the traffic into three groups:
Additionally, a campaign benchmark provided by the Ad Council allowed for comparison of results to other impressions delivered on the campaign outside of Yieldmo.
The Ad Council utilized a blend of paid and contributed media to accomplish campaign objectives for its non-profit clientele.
With a series of tests, Yieldmo found the most optimal strategy was to maximize CTR. Yieldmo's DFO, in combination with Smart Inventory Curation, was additive and complementary to the typical DSP optimization that buyers use. This approach delivered successful results for the Humane Society.
For the PSA campaign, exceeding the campaign goals meant that more site visitors could:
