Table of Contents
Engagement
Audience Retargeting and Interactive Ad Formats
The platform boosts ad effectiveness by employing audience retargeting and interactive formats, enabling advertisers to reconnect with past users and enhance engagement, which leads to higher conversion rates and more impactful results.
This case study focuses on the process that Nestack Technologies used to create and launch a new real time digital advertising system. The purpose of this platform was to enhance the results of brands and OTT advertisers campaigns with the use of Elasticsearch and Spark. Audience retargeting, reporting, data analysis – all this is possible with the help of this solution that will help advertisers to make the right decisions and get the best results from their investments.
Objectives
The major goals of Nestack Technologies in this project were to:
- Enable Self-Served Advertising Requests: Develop a system where OTT advertisers would be able to manage their own advertising Order independently thus reducing the need for intermediation.
- Real-Time Campaign Reporting: Use Elasticsearch to enable brands to monitor their campaigns’ performance in real-time and make changes and enhancements as necessary.
- Enhance Campaign Effectiveness: Implement audience retargeting and interactive ad formats to capture user responses, thereby improving the effectiveness of advertising campaigns.
- Implement User Retention Strategies: Here are some strategies to focus on keeping users engaged and coming back. Create a way to assess how well your promotional efforts are working to improve user retention.
Approach
To meet these objectives, Nestack Technologies adopted a structured approach focusing on key components:
- Microservices Architecture: Nestack designed the platform using a microservices architecture, allowing different functionalities to operate independently. It consisted of the microservices for managing user roles, creating the campaign, managing custom audiences, custom dashboard, reporting and ETL. Therefore, the system was made more scalable and manageable, and to avoid a situation where one module crashes the others.
- Real Time Campaign Reporting with Elasticsearch: Nestack Technologies preferred Elasticsearch because it is capable of handling large datasets and index them and search through them efficiently. This enabled real time campaign reporting which helped brands to keep on getting the updated information on ad performance metrics such as impressions, clicks, conversions and user engagements.
- Audience Retargeting and Interactive Ad Formats: To increase the campaign results Nestack Technologies has included the audience retargeting features. Through ad formats the platform allowed advertisers to monitor user behavior and feedback and reconnect with users who had previously interacted with their ads which in turn increased conversion rates.
- User Retention System: A user retention system was established to evaluate the success of in house promotional initiatives. By analyzing user interactions and feedback the platform could pinpoint and replicate strategies ensuring ongoing user engagement.
- Watch Time Aggregation Utility: Nestack developed a utility using Java and Apache Pig to aggregate watch time data from raw client events. It analyzed a large amount of data in order to estimate a total watch time and to reveal user and content behaviour patterns.
Technologies Used
- Elasticsearch: For real-time search and analytics.
- Apache Spark: For real-time stream processing and data analysis.
- Amazon S3: For data storage.
- Java & Apache Pig: For building the watch time aggregation utility.
Results and Impact
- Boosted Campaign Effectiveness: The use of reporting and the audience retargeting greatly improve the effectiveness of the advertising campaigns. The advertisers could very well change their strategy based on real time analytics and thus enhance the level of engagement.
- Greater Advertiser Independence: The self service platform empowered OTT advertisers to independently manage their campaigns reducing reliance on support teams and enabling quicker turnaround times, for campaign adjustments.
- Enhanced User Retention: The user retention system offered valuable feedback on the impact of promotional campaigns allowing the platform to implement strategies that kept users engaged and retained.
- Streamlined Data Management: By employing real time stream processing using Spark and storing the data in S3 the platform was able to manage the large data sets effectively. This was important since it helped in the analysis of the vast information produced by user engagements and Ad campaigns.
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