Japan Airlines (JAL) increases CVR by 15% and increases ROAS by removing ad fraud with Spider AF.
The Goal: Boosting Online Sales
JAL’s main goal is to promote airline tickets and tours online, known as dynamic packages. They aimed to cultivate customers through digital advertising, primarily using search campaigns and display ads on major platforms like Google and Yahoo! Japan.
Results from a Free Trial with Spider Ad Fraud Solutions
While JAL was aware of ad fraud, they didn’t realize the extent until they started the free trial with Spider Ad Fraud Solutions. JAL assumed their affiliation with reputable ad networks protected them, but discussions with a newspaper reporter about ad placements indicated otherwise. Previously, they manually reviewed ad placements, avoiding sites with content that could unsettle their customers, such as news about airplane accidents or controversial celebrities doing things that could offend public morals. They had been working with an advertising agency to exclude such placements manually.
Unexpected Results, Contributing to Improved Ad Effectiveness
Why Spider AF: Insights from Ad Fraud Tool Comparison
JAL first learned about Spider AF during an exhibition. The offer of a free trial to assess the ad fraud activity piqued their interest. Around the same time, they were also approached by a foreign vendor, so they compared both tools.
In collaboration with an advertising agency, they evaluated the functional differences between the tools. While both seemed similar, Spider AF stood out during the free trial. Being a Japanese tool, it provided comprehensive local support and detailed detection data, ensuring transparency. Based on the strong recommendation from a trusted advertising agency, JAL decided to implement Spider AF.
Spider AF’s Effectiveness: A/B Test Reveals 15% Improvement in Conversion Rates
Contrary to the initial expectations, the ad fraud rate was higher than they perceived. After implementing Spider AF, JAL conducted an A/B test to compare ad performance with and without ad fraud protection. The marketing team at JAL ran campaigns with identical settings and monitored the differences. The results were surprising!
Over two months, they observed a 15% improvement in conversion rate (CVR). Additionally, the improvement in return on ad spend (ROAS) highlighted the significant impact of blocking irrelevant traffic on our ad effectiveness. Spider AF was the first tool that substantially improved the ad performance.
The cost-effectiveness of Spider AF was evident, as they could quickly recoup the investment through savings on the blocked ad budget and refunds from some advertising media.
Infrastructure for Continuous Improvement
A Key Player in Improving Ad Effectiveness and Automating Brand Safety
JAL expressed their immense satisfaction with the results. “As the online sales department, our goal is to improve the effectiveness of our advertisements continuously, and the AB test results have shown that Spider AF will significantly contribute to this objective.
From a brand safety perspective, Spider AF has also automated many of the manual exclusion tasks we previously handled, allowing us to focus more on strategic efforts.”
As highlighted in our interview with JAL, ad fraud significantly impacts the effectiveness of advertisements. To determine if ad fraud is affecting your campaigns and to enhance ad performance, sign up for a free one-month diagnosis using the link below. Don't miss this opportunity to improve your ad effectiveness with Spider AF!
