The document discusses several case studies of companies using Chango's advertising solutions: - LEGO hit a $5 cost per action and exceeded order value expectations with their Facebook Exchange campaign run by Chango. - eBay exceeded their return on ad spend goal of 13:1 with Chango's program that captured on-site behavioral data and first-party customer data. - A mobile carrier exceeded their direct response goal of 53% while maintaining a low cost per mill video campaign through Chango's programmatic approach targeting in-market consumers.

1. The objective
LEGO™ Brand Retail became one
of the first major brands to market
through Facebook Exchange
(FBX). The company wanted to
discover how FBX ads influence
users.
The solution
Chango built an acquisition campaign to
target Facebook users who were most
likely to become LEGO™ customers.
Two campaigns ran simultaneously
using both Right-Hand Side and News
Feed inventory.
The results
LEGO™ Brand Retail hit a $5 CPA
with an average order value far
beyond initial expectations. While
Right-Hand Side units produced the
strongest ROAS, News Feed units
produced the most post-click
conversions.
$5CPA
(cost per action)
65%Conversions in the
first 5 days
1000+
photo views, comments,
shares and likes
Acquisition

2. The objective
eBay wanted to leverage its first-
party data to build advanced
segmentation strategies, and
retarget more than 80 million
individuals with a goal of
maximizing ROAS.
The solution
Chango captured (in real time) all onsite behavioral data, including every page
view, product search, inbound referring URL and more. Furthermore, eBay passed
to Chango first-party data that included the lifetime value of each customer, past
purchase behavior and more. Over 150K unique segments were produced and
eBay’s ad operations staff were trained to launch campaigns using the Chango
Enterprise Platform.
80mUnique visitors
100+Data points per visitor
4:1ROAS
Retargeting

3. The objective
Poppin was looking for high quality
and scalable sources of relevant
audiences. The company wanted
to assess the value of keyword-
driven display ads as a tactic for
acquiring new clients.
The solution
Poppin's acquisition campaign
leveraged Chango’s exclusive intent
data to target prospects most likely to
convert. Chango quickly learned that
the majority of conversions occurred
when prospects search for office
supply and furniture terms. Day-
parting and peak engagement hours
informed campaign criteria, such as
adjusted bid price and frequency
caps, to ensure the most efficient
buying and engagement costs.
35%ROAS
increase
55%Conversions in the
first 24 hours
87%Prospects converted after
12 or fewer impressions
The results
Poppin exceeded ROAS goals by 35%,
with a higher average order value than
expected. Inspired by the initial results,
the company is now testing how to
maximize the potential opportunity.
Acquisition

4. The objective
SurveyMonkey wanted to test
programmatic acquisition to see
how well it could drive new paid
subscriptions. The company set
new and specific CPA goals for its
keyword-level campaign.
The solution
SurveyMonkey's acquisition campaign
used Chango’s vast pool of exclusive
intent data to target prospects most
likely to sign up for paid subscriptions.
Chango quickly learned that the majority
of conversions occurred when prospects
search for ‘online surveys,’ ‘survey
questions,’ ‘best surveys,’ and ‘create
survey.’ Chango’s proprietary algorithms
quickly identified the campaign criteria
that led to the most conversions.
20%CPA decrease over the
length of the campaign
60%Conversions in the
first 24 hours
$1.84CPM
The results
The SurveyMonkey campaign exceeded
the company’s CPA goals by 20%, with
an average CPM of $1.84.
Acquisition

5. The objective
The main goal of this acquisition
campaign was to see how well
programmatic could attract new
corporate customers. Fuze also
wanted to understand how
acquisition display ads influenced
the performance of its retargeting
campaign.
The solution
The acquisition campaign designed by
Chango determined prospect intent in
real time, leveraging search, browsing
history, and other variables to target the
corporate buyers most likely to convert.
Chango’s optimization teams were key
in finding highly qualified costumers
while eliminating wasted impressions.
250+Account
sign-ups
53%Conversions in the
first 24 hours
57%CPA decrease over the
length of the campaign
The results
Fuze not only hit their goal, they also
decided to run a site retargeting
campaign to take advantage of visitors
who came to their website. Over the
course of the campaign, Chango’s
optimization team helped Fuze reduce
the dynamic CPM to $3.14, and cut CPA
by 57%.
Acquisition

6. CASE STUDY
The objective
A major cable television network
wanted to drive teaser video views
and site visits for its upcoming
season.
The solution
Chango built a campaign to target the
people who are most likely to have an
interest in each show based on their
intent, demographic and contextual fit.
0.44%CTR
80%Video Completed Views
81KClicks
The results
Of all the partners, Chango drove the
highest CTR and highest % of
completed views, as well as the highest
% of ‘individuals most likely to tune-in”
based on an independent Nielson
survey.
Major Television Network Branding

7. The objective
A leading electronic signature
software client wanted to engage
with its target audience so that it
could influence their decision-
making process. The client
adopted a strategy of driving page
views on its website, and aiming for
a high view-completion rate for this
mid-funnel focused campaign.
The solution
Chango built its initial target audience
profile based on likely search behavior,
and as visitors converted, the profile
was updated to model the new
customers.Additionally contextual
relevancy was leveraged to identify
highly-qualified impressions in order to
drive a high engagement rate.
$0.91Cost Per Page View
80%Video Completed Views
0.71%CTR
The results
Chango became the top performer by
producing a 80% completed view rate –
20% better than all other partners. With
an efficient cost-per-page view, the
client opted to increase the budget by
50% in the two weeks following the
campaign launch. The increased budget
didn’t diminish performance, indicating
high scalability of the Chango network.
Branding
CASE STUDY
Electronic Signature Software

8. The objective
A leading department store, in an
effort increase the ROI of its site
retargeting program, tested its
long-time partner vs. Chango. The
company set an ROAS goal of
83:1.
The solution
Chango developed a site retargeting
campaign, utilizing our in-market intent
data, first-party data, as well as third-
party data partnerships. Chango’s AI,
along with its data science team,
continually honed the program to drive
greater cost efficiencies.
2Vendors in a
Head-to-Head Test
92:1Return on
Ad Spend
28.7%Incremental Lift
in Revenue
The results
Chango beat the client’s ROAS goal by
delivering a 92:1 ROAS, as well as
drove nearly 30% increase in re-
messaged incremental revenue. This
achievement pole-vaulted Chango to the
retailer’s preferred site retargeting
partner.
Retargeting
CASE STUDY
Leading Department Store

9. The objective
A destination hotel wanted to
identify and target in-market travel
audience and drive hotel bookings.
The campaign was national.
The solution
Chango created an acquisition
campaign to focus on brand, competitor,
lifestyle (golf, live shows, casino) and
travel intent to capture customers
researching and planning a trip to Las
Vegas. The company used a discount
code in its creatives, which drove a high
volume of prospecting conversions, with
40% of consumers converting within 2
hours of showing intent. Ads were
delivered in contextually relevant sites to
capture users when they are browsing
and have time to complete a booking.
$37CPA
55%Bookings from acquisition
40%Conversions within 2 hours
The results
Chango drove the highest revenue
return and the highest volume of
bookings compared to six other online
media partners.
Acquisition &
Retargeting
CASE STUDY
Destination Hotel

10. The objective
A leading cloud platform provider
wanted to identify and target
professional developers and IT
decision makers efficiently and at
scale. Previous behavioral
targeting options proved limiting,
expensive and ineffective.
The goal was to reach a
specialized in-market B2B
audience and help drive sales with
new trial sign-ups and whitepaper
downloads. The campaign was
national.
The solution
To efficiently find those in market,
Chango put emphasis on using
exclusive search and keyword intent
data so audience targeting remained
unique, and so that interest in cloud
products and development were clear.
Chango further consulted with the client
and proposed a custom targeting
strategy that complemented rather than
competed with its current media
program to drive the overall CPA across
all channels even lower.
$150CPA
83%Conversions within 48 hours
$42CPA within 3 weeks
The results
Within the first three weeks, Chango
successfully met and surpassed the CPA
goal, while gaining valuable insight into B2B
audience behavior and response.
83%+ of total conversions happened within
48 hours of Chango identifying search
activity. This showed it was vital to message
cloud-product intenders while they’re
searching in order to influence
consideration.
Campaign insights led to realigning goals,
focusing on maximizing the volume of end
actions at a still efficient $84 CPA.
Acquisition
CASE STUDY
Cloud Platform Provider – B2B

11. The objective
A leading marketing services
provider wanted to raise
awareness for a new research
study and generate qualified leads
through its website. The client had
an aggressive $45 cost-per-lead
(CPL) goal.
The solution
Chango developed an acquisition
program that promoted the new
research study, driving qualified traffic to
the client’s resources section of its
website. Chango designed all display
and FBX creatives for the client. A
conversion pixel was added to client's
website and a tag was passed to CRM
system, offering full visibility into the
ROI of the campaign
$32CPL
The results
The client’s research study ad
repeatedly outperformed the generic
ads, prompting the client to allocate the
budget to its research creative.
The campaign hit the $32 CPL goal in
just 6 weeks. The client also measured
lift in brand awareness using consumer
panels and brand engagement metrics.
0.23%CTR
74%Conversions within 48 hours
Branding &
Acquisition
CASE STUDY
Marketing Services Provider

12. The objective
A niche footwear brand wanted to
build brand awareness and drive
qualified traffic to its site –
specifically to the store locator
page.
The solution
Chango developed a multi-pronged
approach using multiple tactics across
various media formats. With a mix of
acquisition and programmatic site
retargeting, Chango maximized media
buys in banners, Facebook Newsfeed
and Right-Hand Side to access,
influence and activate the client’s
desired audience.
$1.40eCPM
The results
The client met or beat its CTR target for
all active campaigns, with Chango’s
programmatic site retargeting display
campaign achieving a CTR of 0.3%, or
200% above the goal of 0.1%.
Moreover, Chango’s ability to target
niche audiences at scale yielded a
highly efficient media investment, where
the majority of conversions occurred
within 24 hours and required 2 or fewer
impressions at a fraction of the client’s
typical cost.
60%Conversions within 24 hours
Branding &
Acquisition
CASE STUDY
Specialty Footwear Brand
0.3%CTR

13. The objective
A major retailer for B2B and B2C
consumers was looking for high
quality and scalable sources of
relevant audiences. The company
wanted to assess the value of
keyword-driven display ads as a
tactic for acquiring new customers.
The solution
Chango developed an acquisition
program that leveraged Chango’s
exclusive intent data to target prospects
most likely to convert. Chango quickly
learned that the majority of conversions
occurred after only 1 impression for
customers who searched for office
supply and furniture term. Day-parting
and peak engagement hours informed
campaign criteria, such as adjusted bid
price and frequency caps, to ensure the
most efficient buying and engagement
costs.
54%Prospects converted
after 1 impression
The results
Chango exceeded ROAS goals by 47%,
with a higher average reach and CTR%
compared to historical data. Inspired by
the initial results, the company is now
testing how to maximize the potential
opportunity.
47%ROAS
increase
42%Conversions within
48 hours
Acquisition
CASE STUDY
Major Office Stationary Retailer

14. The objective
A major luxury department store
was looking for high quality and
scalable sources of relevant
audiences for its short promotional
focused campaigns with high
return. The company wanted to
assess the value of keyword-driven
display ads as a tactic for acquiring
new customers while looking at
other tactical solutions for reach
and scale.
The solution
Chango developed an acquisition
program that leveraged Chango’s
exclusive intent data to target prospects
most likely to convert. Chango quickly
learned that the majority of conversions
occurred after only 2 impressions.
Chango then adjusted its strategy to
focus on reach, while day-parting, peak
engagement hours and look-a-like
modeling were leveraged to inform
campaign criteria (adjusted bid price,
frequency caps) to drive efficient buying
and engagement costs.
60%Prospects converted after 2
impressions
The results
Chango exceeded ROAS goals by 27%,
with a higher average reach and new
customer % compared to historical data.
Inspired by the initial results, the
company the tested how to maximize
the potential opportunity by utilizing an
Evergreen solution.
11:1ROAS
9%Influenced
Total Conversions
Acquisition
CASE STUDY
Major Luxury Department Store

15. The objective
A car rental provider wanted to
identify and target an in-market
audience and drive rental bookings
during the non-peak season. The
campaign was national in both
Canada and United States.
The solution
Chango developed an acquisition
program that leveraged Chango’s
exclusive intent data to target prospects
most likely to convert. Chango
concentrated on lifestyle, long travel and
family verticals. When focusing on
popular travel destinations and sites, the
majority of conversions occurred after
only 2 impression. Travel and
promotional terms, day-parting and peak
engagement hours informed campaign
criteria, (adjusted bid price, frequency
caps) drive efficient buying and
engagement costs.
70%Prospects converted
after 2 impressions
The results
Chango exceeded CPA goals by 5x;
delivered a higher average reach, as
well as eCPMs that were almost 15%
lower than the contracted max dCPM.
The company is now continuing with an
‘always on’ approach to utilize non-peak
season data while testing how to
maximize the potential opportunity in
other inventory sources.
35%Conversions
within 48hrs
5xUnder
CPA target
CASE STUDY
Car Rental Company
Acquisition

16. The objective
A leading industrial supply retailer
wanted to target prospective B2B
buyers who are in market for
industrial products and services.
The targeted ROAS was 13:1.
The solution
Chango developed an acquisition
program that leveraged our exclusive
intent data to target B2B buyers most
likely to convert.
Search keywords and content
consumption optimizations, weekly
creative updates and promotions were
used to ensure the most efficient buying
and engagement costs. Media was
focused solely on business trends, not
the customer.
$16.9M
In incremental
revenue
The results
Chango met the aggressive ROAS goal
of 13:1; 35% of the conversions were
attributed to reactivation of lapsed
customers.
13:1
Targeted
ROAS
10%
Of the conversions are
New to File
CASE STUDY
Leading Industrial Supply Retailer
Acquisition

17. The objective
A major mobile communications
carrier wanted to identify and target
prospective customers who are
currently in market for a new cell
phone service.
The prospective customers were
shown pre-roll video ads at a
targeted maximum cost-per-view
(CPV) of $1.92.
53%
DR Goal Exceeded
$1.92
Targeted Max. Cost Per View
$10.82
dCPM
CASE STUDY
Mobile Communications Carrier
Branding &
Acquisition
The solution
Chango developed a program that
leverages exclusive intent data to
identify and target in-market consumers.
This programmatic approach has
allowed Chango to develop Direct
Response campaigns using video
advertising, which until recently had
been dedicated to delivering brand
messaging.
The results
Chango’s programmatic approach
identified highly qualified prospects
while maintaining a Pre-Roll Video CPM
under $11 and exceeding direct
response goals.

18. 7MMProspective Consumers
Reached
$6Targeted Revenue
Per Visit
$6.15Revenue
Per Visit
CASE STUDY
Major Department Store
Acquisition
The objective
A major department store wanted
to identify and target prospective
customers who are currently in
market for any of the store’s
500,000 plus products.
The client wanted to achieve an
average $6 revenue per visit.
The solution
Chango developed an acquisition
program that leveraged our exclusive
intent data to target in-market
consumers most likely to convert.
Day-parting, adjusted bid price,
frequency caps, search keywords and
content consumption optimizations,
brand creative and promotions were
used to ensure the most efficient
engagement costs.
The results
Chango exceeded the revenue-per-visit
target of $6 and also delivered
incremental ROAS of 25:1.

19. The objective
A financial services company
wanted to increase conversions for
its pre-paid credit card product.
The CPA was $25.
The solution
The campaign presented some geo
restraints (ON, AB, BC). The team
focused on prospecting and site
retargeting, and created an exclusion
cookie pool to prevent ads from serving
to consumers who have already
converted.
4872
Clicks
The results
Chango exceeded the client’s
expectations by providing 939
conversions in a short period of time.
Based on these results, the client
decided to run a test with Chango for a
new product they had just launched.
$20.18CPA
939
Conversions
CASE STUDY
Canadian Financial Client
Acquisition

20. The objective
A well-established Canadian long
distance provider was looking to
increase the number of overall
conversions. Chango was able to
lower CPA from $360 to $130 in a
4-week period.
The solution
The client had 4 products and a limited
budget. Chango recommended to run
an acquisition campaign on one product.
1108Clicks
The results
The number of conversions increased
6x due to the change in strategy. This
was a one month campaign; from June
5 to June 17 the client saw 5
conversions. From June 18 to June 30
(campaign end date), the client saw 30
conversion.
$130CPA
35Conversions
Acquisition
CASE STUDY
Canadian Telecom Company

21. The objective
Test Chango’s ability to reduce the
cost of acquiring new customers for
this major player in a busy and
aggressive acquisition vertical.
We started with a test budget and a
target CPA of $10.
The solution
There is a relatively short conversion
window for car hire. Chango used intent
keywords as a primary identifier of in-
market prospects. The use of truly real-
time data allowed us to reach new car-
hire intenders moments after they come
into the market, across multiple devices
and channels (including display and
Facebook), and heavily influenced them
as they made their decision.
$10Target CPA
40%Of conversions in 72 hours
$8
CPA
The results
Over the course of the campaign, Chango was
able to reduced the CPA to $8. The client up
weighted the campaign of the budget
significantly.
Acquisition &
Retargeting
CASE STUDY
UK Major Car Hire Brand

22. CASE STUDY
UK Video Game
67%
Video Completed Views
0.78%
CTR
52,000
Qualified Clicks
Branding
The objective
The client, a huge entertainment
company, wanted to launch pre-roll
videos ads aimed at consumers
who were most likely to try its new
game. The campaign ran in the
UK. Key goals were to avoid
wastage on expensive ‘segments’
and to focus on intent.
The solution
Chango used its exclusive intent data to
build a branding campaign that targeted
both the manufacturer's fans, as well as
online video game enthusiasts. The pre-
roll ads, designed to initiate immediate
engagement, were run on relevant
websites, including YouTube,
Dailymail.com, the Guardian and
targeted video games publishers.
The results
Chango exceeded the pre-roll
campaign completion goals. And
Chango delivered rich insights that were
shared by the client’s marketing team to
inform other online and offline
campaigns.

23. The objective
This high end brand was new to
display and programmatic as an
acquisition channel. Chango was in
a ‘bake-off’ against other suppliers
to reach the highest ROAS against
a target of $3 ROAS.
The solution
This brand was looking only for high-end
consumers who have an interest in
luxury holidays and enough disposable
income to make a decision on a fairly
material holiday cost based largely on
seeing digital advertising.
Chango’s live intent data was crucial
here because not only did we need to
identify consumers showing intent and
interest in high end resorts, but we also
needed to qualify them in real time in
order to avoid wastage on ‘luxury fans’
and window shoppers without the
means to pay.
$3Target
ROAS
79%Of conversions
within 48 hours
$30ROAS
The results
It became evident quickly that live data
in the RTB bid was the crucial element
of the campaign to identify these hard-
to-find luxury holiday makers.
Mid-way through the campaign, ROAS
increased to $30 and client up-weighted
the budget of the campaign.
CASE STUDY
UK Luxury Holiday Resort
Acquisition

24. The objective
This client wanted to attract trial
sign ups/registrations in the busy
Q4 shopping period. The company
had tried various vendors and
Chango was given a shot to beat
its current cost-per-registration of
$30.
The solution
A display campaign was launched
targeting users showing intent for
Consumer Technology purchases
and/or information on what is the best
buy.
Chango used a large number of intent
keywords to find users in market now
and drove them to the client’s site to
encourage sign up.
$17CPA
$30Target CPA
93%of conversions
within 24 hours
The results
Chango hit the targeted CPA out of the
gate and reached $17 CPA in just a few
weeks.
Also by week 4, Chango was supplying
5% of all site conversions – this is a
very high amount of ‘lift,’ and is well
above the average performance.
CASE STUDY
UK Consumer Advice Subscription Service
Acquisition