Leeds City Council Combat Ad Fatigue With Dynamic Creative Optimisation (DCO) Campaign
Our recent campaign for Leeds City Council to increase respondents to an online survey demonstrated how DCO is a natural antidote for 'ad fatigue'.
According to Megan Price at M&C Saatchi, ad fatigue happens when "an ad performs well for a limited amount of time before the performance invariably plummets."
"To cure ad fatigue," she offers, "marketers can use different tricks such as ad rotation, rewording, changing visuals, using various call-to-action and choosing different ad formats."
The brief
This campaign for Leeds Council aimed to increase the percentage of women responding to the online survey about improvements to the A1620, a busy A road connecting Horsforth to Pudsey.
The response
We rotated three display ads that invited people living and working near the A1620 to have their say on proposals to build a bridge, change the speed limit and add a path for pedestrians and cyclists. All three ads ran across a curated marketplace of premium websites indexing highly for women, like Hello, Grazia and Mumsnet.
The results
The click rate in the campaign's first two weeks was double the industry average, evidence that rotating creatives beats ad fatigue. And when performance did start to drop at the beginning of week two, we removed all the underperforming websites from the marketplace, resulting in an overall click rate three times the industry average.
"Working with Silence gives Leeds City Council an affordable, scientific and results-driven solution for display advertising," says joanna lepelley , Marketing Officer at Leeds City Council. "We were pleased with the number of respondents to our survey and the gender split, which was equal between men and women, a first for the council."