Continuous Media Optimization
What Is Continuous Media Optimization?
CMO, or continuous media optimization, is the process we use to measure and evaluate digital advertising campaigns as they happen. Based on metrics along with specific goals for each ad, we evaluate the recommended changes to ensure we are seeing constant improvement with digital campaigns.
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Continuous Media Optimization Benefits
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We launched our CMO service with a national manufacturing client in 2018. Despite four consecutive years of media investment decreases, we utilized our CMO process to ensure digital campaigns continuously improved in terms of our goal click-thru rates and cost per click.
- 2018- average click-thru rate: .37% average cost per click- $3.05
- 2019- average click-thru rate: .30% average cost per click- $2.50
- 2020- average click-thru rate: 1.09% average cost per click- $0.75
- 2021- average click-thru rate: 2.38% average cost per click- $0.64
Developing a digital marketing campaign with the same national manufacturing client in 2022, we applied our CMO process to new campaigns, reaching historical metrics from 2020-2021. Through the first two months of the 2022 campaign, we have doubled the number of ad engagements.