Case Study

Obsidian maximises performance with Adnami’s Creative Optimisation

Year: 2024

Customer type: Agency

Country: Denmark

Industry (campaign): FinTech

Formats: Mobile Midscroll, Desktop Topscroll, Desktop Fluid Skin

OBSIDIAN_DIGITAL_LOGO

Overview

Obsidian is a leading digital marketing agency that helps e-commerce, B2B and public institutions with strategy and execution through several marketing channels specialising in performance marketing. The team behind Obsidian wanted to further optimise its ad campaigns for its client Flatpay, a payment technology provider, to drive high engagement and measurable results. They turned to Adnami’s automated Creative Optimisation feature to help improve ad performance and maximise attention, clicks and conversions.

13%

Engagement boost

4.4%

Uplift in APM

13.3%

CTR increase

The challenge

Manual creative optimisation can be time-consuming and inefficient. It requires constant monitoring and adjustments, limiting the ability to respond in real-time. Results can be inconsistent, as manual processes may overlook trends that automated systems detect. There's also a higher risk of bias, with marketers favouring certain creatives based on assumptions rather than data. Additionally, manual optimisation demands significant resources, diverting attention from broader campaign strategies.

Flatpay, a fast-growing company offering streamlined POS systems for small and medium-sized businesses, needed to stand out in a competitive digital landscape. Obsidian's goal was to ensure that Flatpay’s ads garnered maximum attention and interaction. To do this, Obsidian required an efficient and data-driven ad optimisation process that could enhance attention (eAPM and APM), click-through rates (CTR) and other key metrics for Flatpay's campaigns in a tech-forward way.

After seeing that different creative versions perform the best during different periods and that sometimes not necessarily the best performing creative is getting the most spend, we realised we needed an automated solution that would help us prioritise the right creatives at the right time.
Erin Kanta_Obsidian

Erin Kanta

Programmatic Consultant Obsidian

The solution: Adnami's Creative Optimisation feature

To meet this challenge, Obsidian utilised Adnami’s automated Creative Optimisation tool. This feature allows users to upload multiple versions of their creatives, test them in real time and automatically serve the best-performing versions to their audience.

Key features:

1. Automated creative testing:
The tool tests different creative variations to determine which version maximises Attention per mille (APM), Click-through rates, and other outcomes. Obsidian tested three variations for three different mobile and desktop ad formats.


2. Performance metrics:
Obsidian could select from a variety of performance metrics to optimise, such as attention, engagement or clicks. They chose to optimise based on attention which in turn correlated with an uplift of the other KPIs as well. Adnami’s algorithm ensured that only the top-performing - the most attention-grabbing - creatives received the bulk of impressions.


3. Real-time adjustments:
Anami’s tool recalculates every 30 minutes, automatically adjusting the impressions distributed to each creative. The result is a highly efficient, data-driven campaign that delivers the best possible results at any given moment. This means you have nothing to lose - outcomes can only improve.
Adnami's automated Creative Optimisation feature is much more efficient than manual creative optimisation.
Kasper Juul Willumsen_Obsidian

Kasper Juul Willumsen

Senior Programmatic Consultant Obsidian

The result: Uplifts across the board

By implementing Adnami's Creative Optimisation feature, Obsidian achieved remarkable outcomes for Flatpay’s campaigns across all formats, particularly the Mobile Midscroll ad format:

  • Uplift in Attention per mille (APM): 4.4%

  • Engagement boost: Uplift of over 13%

  • Click-through rate (CTR): Increased by 13.3%
The optimisation process allowed Obsidian to refine Flatpay’s messaging and visuals based on real-time data, resulting in greater attention and improved ad engagement.
The Creative Optimisation tool from Adnami helps us maximise attention and click rates for our clients effortlessly and efficiently.
Anton Due_Obsidian

Anton Due

Programmatic Consultant Obsidian

What’s next for Obsidian?

After an initial test phase, Obsidian is ready to take things to the next level and implement the automated Creative Optimisation feature on the majority of their clients' campaigns.

After seeing initial results on Flatpay, we started implementing the Creative Optimisation feature on the majority of our clients’ campaigns. The interactive feature enables us to offer additional USPs in a forward-thinking and effective manner.
Alexander Posselt Pederse_Obsidian

Alexander Posselt Pedersen

Partner Obsidian

Conclusion

Thanks to Adnami’s Creative Optimisation feature, Obsidian was able to enhance Flatpay’s ad performance by automatically serving the most effective creative at the right time. This not only improved key metrics like APM and CTR but also allowed Obsidian to efficiently manage and optimise ad creatives by continuously refining performance without the need for constant oversight.

With Adnami, Obsidian continues to offer long-term, measurable value to their clients, ensuring effective campaigns through dynamic, attention-grabbing ads, automatic creative optimisation and easy data analysis tools.

The Creative Optimisation tool comes without additional costs and is available to all Adnami users. Contact us to learn more.