Results
Wonga, a Poland-based digital consumer finance company specialized in short-term and installment credit, wanted to win back high-intent demand that was dropping off at the last step. Users were configuring a loan in the on-site calculator, then leaving before submitting an application, making retargeting efficiency business-critical. With Adform’s fully automated DCO setup Wonga was able to convert those inputs into real-time, personalized retargeting messages. Compared with static creative, the dynamic approach improved engagement quality, strengthened relevance, and made conversion more efficient by grounding messaging in real behavior.
conversions
CPA
banner versions
Why Adform:
Wonga and iProspect were looking for an engine for personalization at scale. With Adform’s Dynamic Creative Optimization, we enable brands to turn loan-calculator inputs into hundreds of on-brand variations without manual builds. Advanced tracking and real-time data flows straight into templates, so the right offer reaches the right person with consistent messaging and precise targeting based on real behavior. Automation and governance in one platform keeps execution fast and clean, from version control to approvals, offering a flexible setup with relevance anchored in actual user intent.
Challenges:
Wonga’s key challenge was re-engaging high-intent visitors who configured a loan amount and repayment period, then left before submitting an application. Without a product feed or DMP segments, classic product-level DCO was not viable. We needed to turn calculator selections into hyper-relevant retargeting that continued the journey, protected efficiency targets, and avoided heavy production with the goal to motivate users who were just one step away from conversion.
Solution:
We used our DCO to capture each user’s selected loan amount and term, then render banners that matched the exact configuration they set on-site. Previously, retargeting relied on generic finance banners that reset the conversation and ignored the choices a user had already made. With DCO in place, the ads reflected the precise loan amount and repayment period the user selected, so the message naturally picked up where the application journey paused. Dynamic templates controlled the copy and pricing fields, and eligibility rules ensured only users who did not complete the application received the offer.
We orchestrated delivery with sequencing, frequency caps, and recency windows to prioritize fresh intent and protect CPA. Automation replaced roughly 750 hand-built HTML creatives, eliminated version drift, and saved up to 150,000 PLN while accelerating time to live. Unified reporting linked creative variants to outcomes, so budget shifted quickly to the best-performing combinations. The learning was straightforward. Grounding creative in real user behavior improves efficiency, and when personalization reflects actual intent, it consistently outperforms generic messaging on both conversion rate and CPA.
Justyna Ciepłowska
Senior Client Relationship Specialist, iProspect
“Personalized messaging isn’t a reminder-it continues the user’s decision. With Adform DCO, we deliver the exact offer each person configured on the site, automatically and at scale. No manual production, just relevance that moves CPA in the right direction.”