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Case Studies

Turn Sets the Wheels in Motion for Evans Cycles to In-house Programmatic

Date: 2nd Aug 2016

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To achieve such success with programmatic so early on, that the result is moving it in-house full time is definitely a great advertisement for the power of the channel.

Evans Cycles worked with Turn to utilise programmatic throughout the path to purchase, from branding to purchase intent. Turn helped Evans Cycles to gain a greater understanding of its audience – for example, that their core audience aren’t always browsing cycling websites. It may some obvious, but it is so often not picked up on by advertisers. Turn were able to expand their reach beyond contextual targeting, to better engage with their audience through PMPs, retargeting and site extensions.

With Turn, Evans Cycles exceeded their CPA targets by 20% – a strong result.

 

Case Study Content

Evans Cycles, one of Britain’s largest cycle retailers, is working with Turn, the digital hub for marketers, to implement a data-driven approach to its online marketing.  Evans Cycles is using Turn’s Campaign Suite for programmatic advertising, to identify and target key audiences, and gather a single customer view of how cyclists behave online.

Learnings:

The seasonal cyclist is not always looking on cycling websites – they also look at marketplaces such as eBay and national publications such as The Guardian.

Evans Cycles could employ additional tactics around Private Market Places, retargeting and site extensions, to good effect.

The company has seen significant results:

Over the last quarter, Evans Cycles saw a 12 point reduction in the cost of sales from product retargeting as a result of our online banners generating more impressions and consumer awareness.

In the first two months using the Turn platform, the Evans Cycles prospecting campaigns have exceeded cost per acquisition objectives by 20% compared to the last year.

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