For the Air Conditioner Case Study (MIDEA, AUX, OMNYS)
From Views to Value: How Public Ads Lifted the A/C Category Conversion Rate from 10% to 15%
Challenge
In the heat of summer, cooling solutions like air conditioners become more than just products — they become urgent needs. But in a highly competitive online landscape, even high-demand seasonal products face challenges in breaking through the noise.
Strategic retail media managed to transform peak season into peak performance. In a highly competitive online environment, brands face several challenges in achieving visibility, engaging potential customers, and converting traffic into actual sales. Despite quality products and category presence, many brands struggle to:
Increase market share within their product categories.
Improve product visibility amongst intense competition.
Convert pageviews into actual purchases at a healthy rate.
The Strategy
Public launched a targeted retail media campaign from March 1 to June 30, 2025, offering select partner brands dedicated media placements. These placements included:
On-site banners & featured listings
Sponsored placements
The Strategy
Public launched a targeted retail media campaign from March 1 to June 30, 2025, offering select partner brands dedicated media placements. These placements included:
- On-site banners & featured listings
- Sponsored placement
Three major brands in the category were selected as part of the pilot: MIDEA, AUX, OMNYS.
The goal was to increase visibility, drive qualified traffic, and improve sales performance metrics such as conversion rate, units sold, and sales value.
Conversion rate across category : 10% -> 15% (+5% increase)
*Please note that the conversion rate is calculated based on the product pageviews vs the total sales (eshop & physical stores)
Conclusion
Across brands, an increase of 13% increase was noticed during the campaign period.
While for xxx brand (Inventor), an increase of 3% in the conversion rate of the brand was noticed (12% ->15%).
One of the participant companies (Westnet) newly launched products within the category of air conditioning and retail media lead to 76% on average across brands (Aux & Omnys).
Retail media campaigns run through Public proved highly effective in: Driving qualified traffic to product pages.
Improving conversion rates across all brands.
Boosting sales, particularly for brands with focused promotional strategies and availability.
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Πραγματικές ιστορίες επιτυχίας με συγκεκριμένα KPIs.
