Campaign goal
Drive measurable conversions for MyPlates Texas by using premium programmatic display formats across desktop and mobile environments, with a focus on prospecting new customers rather than short-term click volume.
Creative idea
The campaign tested a mix of interactive and conversational display formats, designed to influence consideration and validate purchase decisions rather than force immediate clicks.
Creative executions were tailored to local relevance (e.g. Houston and Dallas variants) and designed to work as influence media – supporting users in their decision journey even when conversion happened later through another channel.
The campaign used a variety of rich display formats across desktop and mobile:
Conversational formats (mobile-first, context-driven)
DTR formats in premium placements
Scratch formats
Carousel formats
Standard display formats
Each format played a different role – some driving engagement, others delivering conversions.
Success data
Mobile placements proved especially effective, delivering stronger engagement and interaction compared to desktop.
Results | |
Impressions | ~3,8 mil |
Clicks (thousands) | ~4k |
Tracked conversions | 40 |
Key Insight: Clicks ≠ Conversions
One of the clearest findings of the campaign was that click volume did not predict conversion performance:
Several high-click ad units delivered zero conversions
Over 75% of conversions occurred without a click
Users often converted later through another channel after ad exposure
This confirms that display advertising acted as influence and validation, not a direct click-to-purchase mechanism .
Why the Campaign Worked?
Conversational formats matched user mindset and local relevance
Mobile-first formats delivered the strongest CPA
Creative formats were aligned with consideration, not forced clicks
Optimization focused on conversions, not CTR
Conclusions:
The MyPlates Texas campaign demonstrates that successful display advertising is not about clicks – it’s about influence.
By prioritizing conversational, context-aware formats and measuring performance only where tracking was live, the campaign delivered measurable conversions with a strong and reliable CPA.
This case proves that when display is planned and measured correctly, it can be a powerful conversion-driving channel, even when the final action happens outside the click.