How marta GmbH Leveraged InnovidXP To Cut Cost Per Lead By 70% & Boost Website Visits By 400%
Goal:
Since 2021, marta GmbH, a Germany-based direct-to-consumer advertiser, has been revolutionizing elderly care services, enabling families and caregivers to connect seamlessly. For one of their 2023 campaigns, Jan Hoffmann, Founder of marta GmbH, aimed to transform linear TV into a performance marketing channel to generate high-quality TV leads and conversions. To achieve this, Hoffmann needed granular attribution insights to optimize in-flight and ensure linear TV achieved high-impact outcomes for their target audience.
Strategy:
Hoffmann partnered with Innovid, leveraging InnovidXP’s advanced capabilities to analyze insights and optimize in-flight across creative, daypart, and TV channels. This collaboration significantly enhanced campaign performance and informed media buys. With Innovid’s support, marta GmbH experimented with new ad formats, such as news countdowns and corner placements, leveraging InnovidXP for rapid feedback and adjustments. Armed with InnovidXP insights, the team was able to make quick shifts to higher-performing channels. Within six weeks, optimizations reduced cost per lead by over 70% and increased website visits by over 400%.
