1. by Komli
ATOM Case Study
Performance Optimization for a Tier-1 Agency

2. Background
A big CPG brand in Indonesia was looking to generate mass
market awareness and create a viral campaign for its first ever
branded YouTube channel.
The campaign that ran on ATOM was aimed at driving eyeballs to
the YouTube channel.
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3. Results
The campaign delivered approximately 62,000 clicks over a
period of 6 weeks.
ATOM’s best-in-class optimization engine combined with data
driven frequency cap (Fcap) analytics drove 10x improvement
in CTR, even as cost per click reduced by 70%.
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4. How did ATOM achieve this?
 ATOM Managed Desk started with focused set of sites to
profile campaign characteristics and nuances. This was
followed by opening the campaign up to all RTB inventory to
step-up volumes at improved ROI.
 The optimization engine modeled impression behavior and
adapted swiftly to the changes in optimization strategies
delivering huge improvement in ROI.
 Frequency-based analytics employed helped optimize reach
and cost per click, by limiting audience overexposure.
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5. Optimization Strategy

6. Performance Trendline
Phase 1: Focused Exploration & Exploitation
Explore wide spectrum of price points on limited seed inventory (to avoid burning a lot
of the initial cost). Reduce eCPC through accurate prediction of bid price;
complemented by improvisation of bidding strategy!
Phase 1
Phase 2
Phase 2: Full Exploration & Exploitation
Profile a wide spectrum of price points on the entire eligible inventory (with the
objective of scaling up volumes). Ramp up delivery volume while reducing eCPC –
thanks to accurate prediction of bid prices and improvisation of bidding strategy!
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7. Analyzing eCPC vs. Frequency
Even as market price of inventory (eCPM) reduces exponentially by
frequency, CTR reduces even further, increasing effective cost of delivery (eCPC).
Optimal frequency cap would reduce eCPC without compromising on deliveries!
*Frequency Cap (fCap) defined over campaign life cycle (~1.5 months) 7

8. Frequency Optimization
Fcap = 10
So what is the ideal setting? Key Takeaways
 Fcap = 10 delivers 80% of the total Analysis helped understand
click volume but only at 60% of the  eCPC trend with frequency
total cost. Remaining 20% clicks  Market pricing of frequency
consume 40% cost & 50% imps. …which helped in
 Optimal frequency was set at fcap =  Reducing Impression wastage while
10 over the campaign duration  Ramping up click volume
*Frequency Cap (Fcap) defined over campaign life cycle of six weeks 8

9. Key Insights
 Campaign ROI is linked to the frequency of exposure per user.
 Controlling exposure to users by identifying the ‘sweet spot’ of frequency can
reduce impression wastage significantly.
 Optimal frequency cap setting depends on the campaign type; particularly the
active in-market window associated with the underlying product. For
instance, users are in-market for longer duration for home loans than for an
air ticket.
ATOM’s bidding algorithms complemented by smart bidding strategies
delivered 60% lower cost-per-click compared to other platforms
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10. Thanks!