Automated Creative Optimization Drove Higher Engagement and CTR for Flatpay

Managing Multiple Creatives for Maximum Impact

Flatpay, a fast-growing company offering streamlined POS systems for small and medium-sized businesses, needed to stand out in a competitive digital landscape. Obsidian's goal was to ensure that Flatpay’s ads gained maximum attention and interaction.

Obsidian's programmatic team identified that while several creatives were performing well at different times, spend wasn’t always being allocated to the best-performing ones. This inefficiency created a need for more intelligent automation, as manual creative optimisation can be time-consuming and inefficient.

Dynamic Automation to Optimise Creative Spend

To tackle this issue, Obsidian’s programmatic team used tech partner Andami’s creative optimisation algorithm, an efficient and data-driven ad optimisation process that could enhance attention, click-through rates (CTR) and other key metrics for Flatpay's campaigns. The creative optimisation algorithm is a tech solution that dynamically prioritises top-performing creatives based on real-time performance signals. This allows shifting the budget fluidly, while ensuring creative impact is maximised across every campaign.

By moving beyond manual optimisation and replacing it with data-driven automation, Obsidian managed to deliver the right message to the right audience at the right time.

Smarter Optimisation Boosts Engagement and Efficiency

The optimisation process allowed Obsidian to refine Flatpay’s messaging and visuals based on real-time data, resulting in higher attention and improved ad engagement. The strategy led to a 13% increase in overall engagement, 4.4% increase in APM (Attention per Mille) and a 13.3% uplift in CTR.