Durex & Havas Group
Durex Drives 18x Higher ROAS with Agency Havas and Taboola Sponsored Content
Durex Drives 18x Higher ROAS with Agency Havas and Taboola Sponsored Content
- 18X Higher Return on Investment (ROAS) Than Other Native Ad Channels
- 51% Increase in Click-Through- Rate (CTR)
- 3X Higher Conversion Rate (CVR) Than Other Channels
Company
Durex, founded in 1929 and owned by parent company Reckitt, is a leading brand of condoms and personal lubricants. Havas Group, founded in 1835, is one of the world’s largest global communications groups with a presence across over 100 countries.
Challenge
Increase purchases on Hepsiburada, a leading e-commerce marketplace in Turkey.
Solution
Use Taboola image ads and A/B testing to reach audiences across premium publisher pages and drive traffic to Hepsiburada landing pages.
Results
With Taboola, Durex and Havas generated an 18X higher ROAS and 3X higher CTR than other native ad channels, and increased CVR by 51%.
Introduction
Durex, owned by parent company Reckitt, is a leading brand of condoms and personal lubricants that’s all about “real sex for real people, with real lives.” Founded in 1929, Durex has over 90 years of manufacturing experience and is now present across 42 countries. Committed to exceeding worldwide quality standards, Durex is constantly innovating its products in partnership with health professionals, scientists, and academics.
Havas Group, founded in 1835, is one of the world’s largest global communications groups with a presence across over 100 countries. Havas Group believes in using the power of ideas, creativity, media, and entertainment, to make a meaningful difference and help brands better engage with their communities.
Durex Increases ROAS and CVR with Taboola Image Ads
Durex and Havas were challenged with increasing product purchases on Hepsiburada, a leading e-commerce marketplace in Turkey. While they were already running campaigns on other channels, they wanted to diversify their media mix. So they partnered with Taboola to harness our strong native advertising and targeting capabilities in places like news sites, blogs, niche magazines and other digital properties.
Havas worked closely with Taboola’s team to build the right creatives for their native ads, which ran across premium publisher sites. Together, they A/B tested headline and image options, performing a detailed creative analysis to find the best-performing solutions.
Ultimately, the native ads included a thumbnail image, headline, description, and call-to-action (CTA) button, driving customers to the product page on Hepsiburada.
After just three months, the Taboola campaign drove 18X higher ROAS than other native ad channels and increased Durex’s clickthrough-rate by 51%.
Durex Generates 3X Higher CVR with Tools Like Taboola SmartBid
Durex and Havas further increased results by using Taboola’s SmartBid, an automated bidding technology that optimizes campaign performance to drive conversions. SmartBid matches the right bid to the right user in real time based on how likely that user is to convert.
As a result, Durex’s sponsored content campaign generated a 3X higher conversion rate (CVR) than other channels.
Going forward, Durex and Havas plan to expand their relationship with Taboola by further publishing native ad campaigns to increase conversions.
“Working with Taboola was easy and effective. Their helpful account management team allowed us to get up and running with effective native ads that exceeded our expectations for metrics like conversion rate and click-through-rate.”
- Mehmet Göçmen, Senior Media Manager, Reckitt