Icy Veins

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Icy Veins provides news and detailed guides for World of Warcraft, Heroes of the Storm, Hearthstone, and Diablo III.  Rated as one of the best fan sites on the internet and one of Blizzard Entertainment recommended resources for guides relating to World of Warcraft.

Leading World of Warcraft fan site.

Challenge

To avoid over-targeting existing visitors.

Solution

A dynamically innovative digital media suite that allows users to be retargeted based on the tour they saw last and spent the most time viewing. This was done by introducing a contextual campaign to increase reach by showing prospective audiences the current, and most popular tour. In addition to that, we applied daily and lifetime frequency caps specific to each user in order to prevent overexposure.

Results

We’ve achieved a Click Through Rate (CTR) of 0.09%, which generated a number of new sales. In the campaign’s inaugural month of activity the Cost Per Action (CPA) was reduced by 20%, surpassing the client’s target. February 2013 saw post-click revenue – (generated by both dynamic retargeting and the prospecting campaign) – produce a Return on Investment (ROI) of 272%.

5 million+ visitors per month

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