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The number of people who use a mobile phone or tablet to surf the Internet is constantly growing, so it makes sense to target them in campaigns. Nevertheless, you shouldn’t forget about users who prefer using desktop. In this case study we show how to effectively combine both target groups to achieve the best possible results through retargeting.

In today’s online world, where we are constantly faced with so many ads, it’s important to remind users and measure brand awareness regularly, even with well-defined targeting. It was the combination of the follow-up strategy and measurement of awareness through Seznam Brand Lift that helped the client to succeed with his campaign. Let’s have a look at it.

Which ad impression frequency per user in brand campaigns is the most effective? The optimal frequency is generally considered to be between four and seven impressions. Let’s take a look at how we know when we’ve actually achieved an effective frequency, and when it just looks like it.

Sooner or later, third-party user cookies you’re used to targeting will become anonymous traffic. Does this scare you? It doesn’t have to. We have been preparing for this situation for a long time and have come up with a solution to target users using so-called cookieless browsers.

Compared to 2021, revenues of the company Seznam.cz increased by 5.8% to almost CZK 5.93 billion. On contrary, the Czech internet leader’s pre-tax profits amounted to CZK 1.284 billion, i.e. 34.5% drop year-on-year. The decrease in profits was due not only to rising costs related to the current economic situation, but also to significant personnel …