What we set out to test
Can video ads be optimized with machine learning to unlock more relevant conversions at scale and increase efficiency?
Efun is a leading mobile gaming company with a global footprint across the APAC and U.S. regions. Because the gaming industry is a competitive landscape, Efun recognized the importance of acquiring new players as efficiently as possible.
The brand had been using TrueView for action to drive leads for new game titles, which helped direct users to Efun’s website to preregister for new releases. For the launch of its new strategy role-playing game, Illusion Connect, Efun was keen to expand its reach and decided to test if Video action campaigns could effectively recruit even more prospective gamers to pre-register and unlock even more sign-ups at scale.
By combining inventory from the YouTube home feed, YouTube watch pages, and Google video partners, Efun wanted to test if Video action campaigns would be able to drive improved performance and connect with new and relevant users.
How we set the experiment up
The team set up a controlled audience split test using the Video Experiments tool. Users were divided into two groups:
- Control group: TrueView for action campaign
- Test group: Video action campaign