Under­stand­ing social media effec­tive­ness is impor­tant to mar­keters, espe­cially when the results include 6.7 mil­lion unique impres­sions and a 20% boost in aver­age order size. These are some of the incred­i­ble results Ger­man e-commerce web­site otto​.de achieved and mea­sured using Adobe Media Opti­mizer for social adver­tis­ing within Adobe Mar­ket­ing Cloud. Otto​.de com­pared the per­for­mance of a reg­u­lar Face­book ad with a spe­cial logout ad, and used Adobe solu­tions to col­lect and ana­lyze results.

Adobe Media Opti­mizer for Social gives us a pow­er­ful plat­form for exe­cut­ing on and mea­sur­ing the suc­cess of our Face­book ad cam­paigns,” says Ilka Voss, Senior Project Man­ager Online Mar­ket­ing at otto​.de.

Track­ing and seg­ment­ing capa­bil­i­ties in Adobe Media Opti­mizer also revealed other fas­ci­nat­ing results. For exam­ple, the ratio of new clients that came to otto​.de from the logout ad was 30% higher, and the com­pany dis­cov­ered that men who clicked on the ad had a 50% greater aver­age order size than women—a sta­tis­tic that will help guide otto.de’s future social mar­ket­ing efforts. Find out more about otto.de’s social adver­tis­ing suc­cess here.