Develop an animated HTML5 ad that looks like video but costs the same as static digital display. DP+ in-house analytics and digital team, MRX, executed a creative test to quantify whether a HTML5 ad unit could perform as well as a video unit. The test findings validated that HTML5 digital banners drove 4% more visits at 48% of the cost of digital video
Adjustments in digital mix toward HTML5 units generated an additional 16,500,000 impressions and reduced digital spend by $300K. The $300K budget savings was re-deployed to fund other KPI driving initiatives. This tactic was adopted across all Subway markets.
