Decrease in CPM
Increase in ROAS
Increase in Conversion Rate
Web Antler has successfully future proofed Barkers programmatic performance
Barkers Clothing is well-known for its high-quality men's fashion and classic style. They have been a staple of many kiwi men's wardrobes for years, however, being in a highly competitive fashion market means constantly battling new and established brands for share of wallet. Web Antler is always looking for new channels to utilise and test in a responsible way for clients. Although the ad industry has talked for several years about cookie degradation and the dreaded "cookie-apocalypse", most have been slow to act and been overly reliant on its use to track and advertise to online users. At the time of consideration, more than 50% of NZ's online ad inventory was cookieless, now it's much more! After extensive research into the options and building out the business case for the Barkers brand; in March 2023 we went live with cookieless programmatic.
Throughout the campaign, we balanced optimisation of where ads were placed with allowing the platform to learn and increase in efficacy. Comprehensive data analysis and targeted audience segmentation also helped to drive improved results during this time. We significantly expanded our reach, increased ROAS, all while driving down CPM costs. Looking ahead, we remain committed to staying at the forefront of industry changes, continuously refining our strategies to ensure sustained success. This involves closely monitoring emerging trends and integrating our advertising efforts with user-centric enhancements. These ongoing optimisations will play a pivotal role in Barkers Clothing's continued growth within the New Zealand market.
"I'm really pleased with Web Antler driving this initiative to use Cookieless Programmatic. It's been great to jump in and reap the rewards with low competition in that channel. Their direction and execution led to fantastic results, reaching more customers and making our ad spend more effective. Web Antler's hard work and expertise have truly boosted our digital marketing, and I'm excited to keep working with them for even better results."
