Industry

Language software

Objective

Video vs static ads

Solutions

Facebook Video


“The industry has seen a shift toward video, and we’re delighted (though not surprised) to see SteelHouse ahead of the curve. We were excited to test video in Facebook and Instagram, and the strong results convinced us to continue to produce more engaging video content to run with SteelHouse on both platforms.”

Caitlin Romig

Senior Manager, Digital Marketing - Global Consumer

Facebook Video Ad Results

  • Click Through Rate: 4X Higher vs Static Ads
  • Return on Ad Spend: Up 22% vs Static Ads
  • Click ROAS: Up 36% vs Static Ads
  • Cost Per Acquisition: Down 26% vs Static Ads

Bring on the Challenge

Rosetta Stone’s goal was to re-engage customers and drive online purchases using the most effective ad units available to them. By advertising on Facebook, Rosetta Stone could leverage the platform’s broad array of ad formats and placements, and test the performance of static versus video assets.

Enter SteelHouse

SteelHouse targeted qualified site visitors using a custom audience within Facebook while utilizing all available placements across Facebook, Instagram, and the Audience Network. The campaign was then  optimized for conversions to drive scale and performance simultaneously.

To identify the best possible ad formats, SteelHouse employed an A/B test in which video ads were run alongside single image ads to determine which of the two ad formats were more effective in driving conversions. The static ads featured a man using the software on a tablet, while the 30 second video ads highlighted the many benefits of their software, with emphasis on how easy it is to learn a new language.

The Results

Rosetta Stone discovered that using engaging video not only drives strong performance, but also lets them better tell their brand’s story. When utilizing video ad placements, Rosetta Stone saw a 36% increase in click ROAS and a 26% decrease in their cost per acquisition, while registering a CTR 4x higher than their static ads.

“The industry has seen a shift toward video, and we’re delighted (though not surprised) to see SteelHouse ahead of the curve. We were excited to test video in Facebook and Instagram, and the strong results convinced us to continue to produce more engaging video content to run with SteelHouse on both platforms.”

Caitlin Romig

Senior Manager, Digital Marketing - Global Consumer

Facebook Video Ad Results

  • Click Through Rate: 4X Higher vs Static Ads
  • Return on Ad Spend: Up 22% vs Static Ads
  • Click ROAS: Up 36% vs Static Ads
  • Cost Per Acquisition: Down 26% vs Static Ads

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