How to maximise ROAS by embracing programmatic native advertising
As the adtech supply chain gets more convoluted and obscure, and ad blindness is becoming a significant problem, brands are looking for ways to build campaigns that cut through the noise, engage consumers and provide ROAS. Dynamic retargeting and native ads are two AI-driven solutions that do just that, so let’s take a look at two companies that embraced this tech to drive impressive results.
Quick Case Study #1: How a leading mother-and-baby brand used dynamic retargeting ads to increase CTR by 48%, and ROAS by 175%
Founded in 2018, the one-stop mother-and-baby brand offers wearable breast pumps, nursing bras, pregnancy pillows, baby monitors, and a broad variety of related accessories. The company serves around 4.5 million mothers in more than 60 countries globally.
BEFORE: Emotive storytelling
The business was looking to turbocharge their programmatic advertising performance – and get ahead of the competition – by implementing dynamic retargeting and acquiring new audience segments. The aim was to increase ROAS, and the brand needed a solution capable of optimizing full-funnel performance, to drive impactful results.
Historically, the business’s marketing efforts leaned heavily on its storytelling, with a focus on empowerment, comfort and emotional appeal. It wanted to maintain this narrative, while driving greater ROAS and reaching new customers and segments.
AFTER: Data-centric technology for enhanced performance
With the help of adtech platform, Preciso, the mother-and-baby brand doubled down on data-centric technology to enhance the performance of its digital advertising.
It integrated AI-driven, advanced retargeting tech with a focus on awareness and acquisition across a range of verticals, including:
- Parenting
- Women's Health
- Health & Fitness – Nutrition
- Family & Parenting
- Shopping
- Technology – Consumer Electronics
Key to the success of the campaign was targeting niche audiences. By using a combination of static, native and dynamic custom formats, the brand re-engaged its audiences with personalised messages that were tailored to their specific stage in the funnel. Real-time optimisation was used to develop custom strategies that continued to increase ad performance over the course of the campaign.
RESULTS: ROAS increase of 175%
The dynamic retargeting and exploration of new, niche audience segments produced fantastic results for the brand’s December 2024 campaign, which brought in three times more revenue than the company’s October 2024 campaign.
The dynamic retargeting and acquisition campaigns also contributed an additional 9978 sales. The tailored strategy also performed wonders for the brand’s site traffic too, driving 328k visits to its various websites. These also enjoyed an increased CTR of 48%.
The campaign was a huge success for the brand, and ultimately resulted in a ROAS increase of 175% between Q4 2024 and Q2 2025.
Quick Case Study #2: How native advertising drove a 52% increase in conversions and a 700% increase in ROAS for a leading green energy outdoors brand
Established in 2012 by a group of pioneering innovators in battery technology, the brand’s goal is to make renewable energy accessible for homes and outdoor experiences alike, supporting a sustainable and more resilient future.
Initially focused on outdoor enthusiasts, the company makes lightweight, durable solar generators, designed for adventurers seeking reliable power in remote locations.
BEFORE: Poor brand visibility
In the ever-crowded sustainability space, the brand was keen to increase the company’s visibility, improve conversions and ROAS. Its programmatic advertising efforts had been moderately successful in the past, but reaching its audience via premium publishers at peak sales events such as Black Friday and Cyber Monday had proved a challenge. Cutting through the noise had been very difficult.
AFTER: Native advertising drives performance
The brand enlisted adtech programmatic specialist Preciso to increase its campaign performance. Together, the businesses developed a strategy that hinged on the use of native ads, which were designed to highlight the ease of use and relevance of the brand’s products, while also being engaging and relatable. Native ads were deemed suitable for the campaign as consumers look at them 53% more than traditional display ads, with an 18% increase in purchase intent.
The strategy focused on continuous creative testing, focusing on two core KPIs: CTR and Conversion Rate (CR). Multiple banner types were rotated and optimised in real-time, with underperforming variants swiftly replaced by higher-performing alternatives. By tailoring creative assets based on behavioural insights, the company maximised engagement and downstream conversions.
RESULTS: 700% increase in ROAS, and 52% increase in conversions
The brand’s campaign was a huge success on a number of fronts. CTR exceeded 2.4% on native formats, compared to 0.5%–1% on display. Seasonal promotion campaigns during Q4 2024 performed above expectations, with the brand enjoying a 700% year-on-year increase in ROAS.
In early 2025, the business built on this momentum, and its native ads proved particularly effective, achieving a 53% user engagement rate. Its engaging campaigns were continuously optimised for full-funnel strategy, subsequently increasing conversions by 52% in the first half of 2025, compared to the previous year.
Also published in: The Drum
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