S U C C E S S S TO R Y

Using numberly’s algorithms and Facebook Dynamic Ads to artfully attract an audience

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© 2016 1000mercis Group Paris +33 1 49 49 06 60 | London +44 203 170 76 01 | New York +1 646 619 1138 | San Francisco +1 650 461 4180 | Dubai +971 4 278 47 24

An online art retailer combined Facebook Custom Audiences with Dynamic

Product Ads to reactivate past customers and retarget new website visitors.

It more than doubled its click-through rate and decreased cost per acquisition

by 75%.

T H E C H A L L E N G E

From the web to your wall: increasing art sales

Art.com is the world’s largest online specialty retailer of high-quality wall art. It boasts 5

US websites and another 25 sister websites around the world. Art.com turned to numberly

to diversify their online channels, especially through programmatic advertising and social

media.

Art.com’s goal was to increase its sales by reactivating its past and inactive customers and by

acquiring new customers. This has been made possible with the combined use of dedicated

tools from Facebook and with the Reactivator© solution of numberly.

T H E S O L U T I O N

Adjusting to individual taste with a “people-based” approach

through retargeting on Facebook

For this campaign, numberly adopted a unique approach of

exploiting the Facebook know-hows of Dynamic Product Ads with

Reactivator© to drive the reactivation of former customers.

Two audience segments have been defined for this campaign:

• A custom audience of former visitors, generated through

Reactivator© which used CRM data to target Art.com contacts not

addressable by e-mail.

• A custom audience of new visitors who had previously seen the

website, but without making any purchases. This was achieved

through the Customer Audience tracking pixels previously installed

on the website.

numberly teams used Dynamic Product Ads in carousel shape to

show a selection of artworks relevant for each customer’s taste. Our

teams went beyond retargeting, by combining it with our people-

based expertise in order to ensure that the recommendations are

as relevant as possible for visitors.

118% of increase of the rate of clicks with regard to the

previous campaigns

70 to 80% of decrease of

the acquisiton cost

numberlymercis group

S U C C E S S S TO R Y 2

T H E R E S U LT S

Picture perfect results

3 months into the campaign, 3.8 million of

dynamic banners have been displayed to

visitors or customers of Art.com.

The performance of the numberly campaign

using Dynamic Product Ads was twice as good

as previous campaigns where classic banners

were used.

The campaign performance analysis allowed

the team to see which ads and products were

most efficient at generating clicks and sales,

providing useful insights for optimising future

campaigns. This strategy led to significant

improvements of key performance indicators,

including:

• An 118% increase in click-through rate

compared to previous campaigns

• A reduction of 31% in cost per click

compared to previous campaigns

• A 70-80% decrease in cost per acquisition

compared to previous campaigns

Moreover, joint analysis of Facebook and

numberly enabled us to see which products

were the most efficient at generating clicks

on banners and conversions on the Art.com

website. This data unlocked new perspectives

for algorithm enhancement and enabled Art.

com to have a better knowledge of which

products were the most efficient in winning

customers.

About Art.com

Art.com is the world's leading online destination for experiencing and buying high-quality wall art. Offering the largest selection of handpicked art images, as well as custom framing, specialty printing, and interactive visualization tools, Art.com helps everyone explore, experiment with and express themselves through artwork—and have fun doing it. Art.com is forever leading the way art is experienced and consumed—through service, technology and craftsmanship—to help people find art they love so they can love their spaces more. A division of Art.com Inc., Art.com is based in Emeryville, Calif.

About numberly (1000mercis Group)

numberly is programmatic expert helping advertisers collect and activate their owned, paid and earned data through innovative solutions (DMP, data onboarding, microsites, reactivation, etc.) and through all digital channels (display, email, mobile, social media). Based in London (UK), Paris (France), New York, San Francisco (USA), as well as Dubai (UAE), numberly operates in more than 30 countries and is owned by 1000mercis Group, a NYSE Alternext-listed company. For more information please go to: www.numberly.com

© 2016 1000mercis Group Paris +33 1 49 49 06 60 | London +44 203 170 76 01 | New York +1 646 619 1138 | San Francisco +1 650 461 4180 | Dubai +971 4 278 47 24

“Dynamic products ads are one of our best performing strategies on Facebook. This campaign based on Facebook Dynamic Product Ads is the format that leads to the best results and we wanted to make it a sustainable acquisition strategy.”

Geoffroy Martin, CEO of Art.com

With this in mind, Art.com’s catalog has been uploaded to Facebook and the content and

pictures have been displayed through numberly’s tag container. This tool enabled numberly

to optimise the ad content with CRM data such as customer segmentation, behavioral data

and the type of visits on the website. For inactive customers this data was based on previous

purchases and for the Custom Audience segment data was based on recently visited product

pages.

numberly’s expertise in terms of trading has been an essential element in the overall

campaign implementation. numberly utilized its CRM expertise to optimise bidding,

campaign exposition and the content of banners for Art.com.

With the ability to display several relevant products for visitors and customers, Dynamic

Product Ads generated the possibility to present a large range, helping the increase of

conversions.