Designing streamlined layouts tailored to engage potential leads interested in our client's offers. We aimed to enhance user experience by minimizing redundant sign-up processes through the utilization of existing registration data.
Customized User Experience: The platform features fully tailored experiences, with survey questions aligned thematically with relevant sweepstakes. This not only captures user interest but also enhances engagement through a cohesive narrative.
The platform offers fully tailored experiences, with display ads aligned thematically with relevant sweepstakes. This approach not only captures user interest but also enhances engagement through a cohesive and visually appealing narrative.
Maximize your app’s potential by partnering with Publishers Clearing House. With a loyal and attentive audience, app-only experiences, and a track record of successful performance, PCH is your go-to partner for driving app downloads and user engagement in the US market.
Publishers Clearing House is an American sweepstakes company that sells discounted subscriptions, household merchandise, and contests with prizes. Its first-party data-driven ad targeting scopes in to specific audiences based on demographics, interests, and behavior, making campaigns efficient, relevant, and cost-effective. This helps PCH attract marketers, brands and tech partners to identify qualified users.
Mobile web audience
Authenticated Digital Users
U.S. Audience
Ad impressions across PCH Properties
of Brand Trust
82% of Publishers Clearing House's mobile web traffic decreased after sweepstakes registration, impacting the client's marketing efforts and user retention.
In order to address this issue, we utilized a user testing approach that involved remote study groups and A/B testing with two display ad formats: 300x50 and 300x250. The testing results indicated that 300x250 ads outperformed 300x50 ads, leading to improved user engagement and successful achievement of client objectives.
1. Email is collected when landing on the sites page
2. During user registration, we collect the user's first and last name, address, date of birth, and provide an option to sign up for emails with a checkbox.
3. After the user signs up, they are presented with a display ad to interact with. This is where the drop-off occurs.
User learns about sweeps through Omi channel advertising
The user becomes aware of the sweepstakes through an advertisement, email, social media post or TV.
User searches for PCH Sweepstakes through Desktop or Mobile
The user navigates to the sweepstakes section of the website and reads about the prizes, rules, and how to enter.
They find the offer and click on CTA to register for
The user decides to enter the sweepstakes and clicks on the "Enter Now" button.
The user is prompted to register for a PCH account if they don't already have one. They enter their personal information, such as name, address, and email.
The user is prompted to register for a PCH account if they don't already have one. They enter their personal information, such as name, address, and email.
Banner ads or pop-up ads promoting products or services from third-party advertisers.
The user is shown sponsored content
Pch contents, games, news and sports and other offers
The user may choose to engage further with the PCH website, such as exploring other sweepstakes, playing games, or reading articles.
The remote study group revealed that 300x50 ads caused confusion among users, as they anticipated seeing content beneath the ad unit. Many users believed that the page was broken or that the content had failed to load, leaving the site all together.
After reviewing the information, we promptly shared it with our Ad Operations team. This led to enhanced ad placement within the mobile web flow section. We replaced a 300x250 ad with a customized 320x480 ad, added a header above the display ad to give context to why the user would see this, and improved user engagement, resulting in a smoother experience and reduced drop-offs. As a result, the mobile platform became a more effective marketing channel for our clients.
"Why am I seeing this ad?
"The content isn't loading"
"Did I even enter the Publishers Clearing House sweepstakes"
The user drop-off rate has exhibited a decrease to 14%, signifying a favorable trend in user retention.
320x480
Display Ad
300x250
Display Ad
300x50
Display Ad
Gender
PCH's primary focus is on reaching out to a predominantly female audience, as they are often the primary decision-makers in households. This is crucial because these women drive a wide range of purchasing decisions, making them a vital demographic for targeted marketing and engagement strategies.
Female
Male
Audience AgePCH's primary audience is typically older, with a significant portion of its users being over 50 years old. However, they also have a reach among younger demographics through their online presence and mobile apps.
15M-
10M-
5M-
1M-
17-27
28-38
39-49
50-60
61-71
Audience LocationThe audience is spread across the United States, with a noticeable presence in suburban and rural areas.
TOP STATES
We found that a 320x480 interstitial ad performed well in the space after registration. Clients appreciated that this space was brand-safe, meaning their ads wouldn't have to compete with other content or ads. Additionally, the click-through rate (CTR) was much higher than the industry average. We also identified patterns in the types of ads users were clicking on, allowing our team to create effective B2B marketing materials for our clients.
We now better understood our position in the mobile web market. We made an impact by adjusting ad sizes and providing more user guidance. These changes resulted in a stronger click-through rate (CTR) and boosted website engagement. As a result of our insights, we were able to provide stationery to our sales team for their go-to-market strategy. We looked at how we could still improve this for our top clients.
We reviewed the goals of our top client, which included retargeting, sign-up co-registration, and app downloads. These goals were crucial for them, and we found that they were being achieved solely through click-through links. While this was beneficial for our clients, it meant that our audience was being redirected away from the PCH experience. We needed to find a way to accomplish these goals while still retaining the user's engagement. As a first step, we conducted a thorough analysis of our client's landing pages.
Could we use Registration data and push it to audiences within the client's target audience?
We identified a recurring pattern in our client's behavioral data. Their primary objective transcends a mere focus on click-through rates (CTRs) instead, their aim is to actively generate leads for conversion. Notably, Publishers Clearing House has already demonstrated success in lead generation upon user registration. Our task now is to devise strategies that will enable our clients to replicate this achievement.
Name
address
Date of Birth
Is it permissible to utilize PCH's registration information for pre-populating client forms?
We introduced the idea of increasing user engagement by implementing mobile login and sign-up processes and then collecting data to create targeted marketing offers. Our strategy involves encouraging users to engage through mobile login and sign-up, and then gathering audience data to support targeted marketing efforts.
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We needed a way to store this user's data in a manner that was safe for both the client and the brand to collaborate. We achieved this by using AWS KMS systems. Although this was the first time pitching this idea, it was a good starting point for how we envisioned the systems to work.
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We explored various methodologies for developing this framework and concluded that relying solely on advertisements would not comprehensively convey the information for the majority of our clients. Additionally, both our legal team and clients underscored the necessity of incorporating privacy disclaimers from both parties. Our initial steps involved creating wireframes and researching the requisite applications to streamline and construct the mobile designs.
We explored various methodologies for developing this framework and concluded that relying solely on advertisements would not comprehensively convey the information for the majority of our clients. Additionally, both our legal team and clients underscored the necessity of incorporating privacy disclaimers from both parties. Our initial steps involved creating wireframes and researching the requisite applications to streamline and construct the mobile designs.
Pre-populating user data into marketing OffersWe aimed to simplify the user experience by using a single call to action for inputting the client's offer, eliminating the need for redundant user information, and enabling a smooth transition through the sweepstakes workflow.
HowWe initially created these templates using HTML, CSS, and JS, and integrated AppNexus into the template to enable tracking. After developing HTML5 pages, we were able to define specific parameters for how the template would function. Our approach was based on the assumption that most clients have basic banner ads. We would modify the banner ads in Photoshop to fit our template. Subsequently, we began building these templates in Google Web Designer and Celtra because these tools were more robust and easier to work with.
Mobile Web Audience
Retention of users
Survey Response rate
Survey Completion rates
Following the successful implementation of mobile display advertising for marketers in this particular channel, our focus shifted to conducting tests to ascertain the potential impact of sweepstakes entries on audience engagement and the resultant actions taken. In pursuit of this objective, we introduced specific messaging and incentives to gauge user responsiveness and subsequent engagement with the purpose of earning additional entries into the sweepstakes.
We found that there are various methods to reach out to users through our channels. A significant challenge we faced was the growing focus on user needs in the industry and the requirement to protect user data in line with different state-specific data privacy laws. By using the information we had about users' locations, we were able to ensure that we were following the appropriate practices for each state. This allowed our clients to connect with the audience in ways that other publishers couldn't.
We observed that providing clear guidance can prompt users to take action and reduce instances of disengagement. Subsequently, we conducted a test to assess user interest in taking action on offer details by including an additional offer in the sweepstakes. This approach is consistent with the PCH experience, providing users with opportunities for extra entries by engaging with PCH's other games and products.
Leveraging User Data for Conversion
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