Archive for the ‘Programmes’ Category
At Aspect Web Media, we pride ourselves on planning – ensuring that when we execute a promotion, we call on all available assets in order to provide the maximum return for our clients. Nothing highlights this more than a recent Grand National campaign with Paddy Power.
In 2011 we achieved significant success on this campaign and a decision was taken in March 2012 to ensure that we were well prepared ahead of the race on 14th April. The team analysed the performance from April 2011 to ascertain what had worked especially well and most importantly, when it had worked. The focus for this year was to achieve a 100% increase in sales delivered the year previous, whilst spreading the risk where possible. Last year, 74% of all volume delivered by Aspect Web Media originated from the day of the race.
During the weeks prior to the Grand National we spoke with many publishers and data owners with a view to acquiring access to a large number of email records at a cost effective CPM. This was essential considering that any revenue generated by Aspect would be via a CPA and so would pose a risk. We selected a mix of data partners to offer exposure via CPA, CPM and CPO coupled with regular email broadcasts to our internal data base, starting on the Thursday and gradually building to the morning of the race when most of the sales would be expected. Knowing that hitting an inbox on Saturday would already give a high probability of success, we chose publishers who could also offer a route to prospective customers on the Thursday and Friday to help spread the risk and increase overall sales volume.Over Thursday and Friday we executed a number of email broadcasts, applying the logic that the end of week wind down plus likelihood of office sweepstakes would generate interest in the campaign. This approach, along with the beginning of our in house promotion and CPM buys increased the return for Friday compared to what was seen in the previous year (26% vs 25%), yielding more than 900 sales – over 60% of the total volume delivered last year.
On the day of the race itself, all publishers were advised to apply maximum effort and combined with a successful in house campaign a further 1900 sales were delivered taking the total over three days to over 2800. On average there were just over 3 sales per minute from our top performers between 8am and the beginning of the race; with the busiest period between 1pm-1:30pm (9% of all volume) and half of all sales generated coming between 11am and 1:30pm at a rate of almost 4.5 per minute. In 2012 not only did we reduce the emphasis on volume from Saturday (down from 74% to 68%) but total volume for the three day period was just short of double what was seen before – an increase of 99.3% on 2011.
The battle of the credit card providers has picked up once again. Two weeks ago Barclaycard launched another record breaking offer for balance transfers. The 0% offer on balance transfers was extended to an astonishing 24-months on the Platinum credit card. This rate beats its previous offer of 20 months and the newly launched Halifax offer by a whole four months.
In addition to two year on no interest on balance transfers, the Barclaycard Platinum Visa also offers a highly competitive balance transfer fee of 3.2%, which is reduced to 2.8% after a refund. plus the card also offers £20 cashback for customers who transfer a balance of more than £3,000 directly through the Barclaycard website.
While the card is being lauded by money saving consumer sites having further cemented its already strong grasp on the top position of the credit card tables, it hasn’t escaped criticism for the exclusivity of the deal or its encouragement of so-called ‘reckless’ attitudes to spending. As with its predecessor, the Barclaycard Platinum has proved difficult to obtain for those with anything less than a very good credit score, and this has presented something of a catch 22 situation, as many individuals wishing to take advantage of this opportunity to reduce their debts are very often those whose debt has caused them to have a less than perfect credit record.
Another important question is why Barclaycard has improved its offering by such a significant amount. As reported on this blog back in March when Barclaycard launched its previous 20-month offer, lower levels of lending have led to a fierce battle among card providers competing for consumers’ business. Barclaycard has been the only card to offer the 20 month deal since it came on the market, but the recent launch of the Halifax balance transfer card matched this offer, prompting Barclaycard to secure its place in the lead with an unprecedented offer. Although the APR has risen from 17.5% to 17.9% the length of balance transfer period and the lowered fee make this card once again unrivaled in the top spot.
The Aspect Network is delighted to announce real-time reporting for the Capital One, MBNA and Nationwide credit cards. Publishers will now be able to see all accepted credit applications as they are generated. Under the old reporting system sales were updated every 4-6 weeks.
Slow reporting is one of the biggest obstacles to success for publishers, especially those delivering large numbers of transactions. The wait for an approved transaction interferes with data analysis and slows decision making. Traditionally, the finance sector has produced the slowest reporting of approved transaction due to the time it takes to process applications.
With this in mind, Aspect has established a system with some credit card issuers that allows us to pull in live acceptance data into The Aspect Network.
Aspect is reinventing how publishers are rewarded for a credit card application. Whereas previously it was only possibly to receive a CPA for each accepted application after a 4 to 6 week reporting delay, we will now be offering real time pixel based tracking for completion of a short form application. Furthermore, we will be paying on a cost per lead basis of £3.00.
This process will be rolled out on Monday, 15th March for all credit cards on our system including:
- Virgin Money
- Capital One
- RBS / Natwest
- And More…
The Aspect Network has just launched a brand new campaign:
Moneyextra Car Insurance
This programme pays £2.00 on a quote. Pixel fire is on a first page submit.
View the landing page.
Accepted forms of traffic are: search, email, banners and social media. No incentives.