performance advertising case study - kaspersky lap hq

actual situation in april 2010

In April 2010 a relationship between Kaspersky and 24advantage wasn’t really existent. 24advantage delivered less than 10 leads per year, making the partnership negligible for both sides. In March 2010 a business meeting between Kaspersky, their affiliate marketing agency Icrossing and 24advantage was arranged.

campaign objectives

Kaspersky and 24advantage wanted to begin the new relationship with testing some ad placements in different environments. While the experience curve went up, the campaign reach got gradually enhanced and the second objective came to spotlight: generating more sales while concurrently improving the conversion rate.

preperations

clearance of the Kaspersky view through guidelines with the affiliate marketing agency

determination of target audiences and development of a detailed media schedule to create sufficient coverage by using the best performing ad creative

preparing our internal tracking solution for continuous campaign analytics and optimization

advantage kaspersky lab

We advertise the assortment of Kaspersky (especially the anti-virus and internet security software) primarily with full-size banners (468x60 pixels) and skyscrapers (120x600 pixels) on websites with technical content. As this kind of content delivers the best coverage of the Kaspersky target audience and also generates the highest conversion rates we will completely concentrate on this topic in the future.