Funnel Placement: Lower Funnel, Conversions
Channels: Display, Native
KPIs: Cost Per Acquisition
Targeting: First-party Data, In-App Inventory, Geo (Competitor visitors)
Advertiser wanted to push app users to use a mobile ordering feature.
Created Lookalike on first-party data to find other people likely to convert.
Set up in-app attribution to track conversions.
Improved CPA from $50 to $10
Funnel Placement: Upper Funnel, Reach
Channels: Connected TV and OTT
KPIs: Incremental Unique Reach
Targeting: Cooking Inventory (TV Shows, etc.), Geo-targeting
Advertiser wanted to introduce products into a new market and build awareness of their cookware.
Ran a CTV campaign that geo-targeted their new market.
Buying cooking inventory like certain shows or streaming apps through the private marketplace allowed advertiser to successfully build awareness.
Funnel Placement: Mid Funnel, Clicks
Channels: Display, Audio, Video
KPIs: Cost Per Click
Targeting: Third-Party Data, Lookalike Models, Contextual Targeting, Interest-based Targeting
Advertiser wanted to increase engagement and measure digital behavior (clicks, etc.) from ads.
Their CPC beat the benchmark, and our ads performed better than others in their media mix.
These results led advertiser to allocate budget for programmatic audio and and video campaigns.
Funnel Placement: Upper Funnel, Awareness
Channels: Connected TV, OTT
KPIs: Unique Reach, On Target Percentage
Targeting: Third-Party Data Segments (Business Executives), Geo-targeting, IP Targeting
Advertiser wanted to increase tourism, bring awareness to environmental issues and reach executives able to deploy resources to enact change.
Ran IP targeting and layered 3PD to reach executives.
Helped advertiser achieve their reach goal and get the message out to 100,000 additional executives.
Funnel Placement: Upper Funnel, Awareness
Channels: Display, Native
KPIs: Average User Frequency
Targeting: Geo-targeting, Retargeting, Third-party data
Advertiser wanted to find the areas most likely to purchase a life insurance product.
Through geo-targeting we helped them focus on two specific areas that had high affinity.
Advertiser then ran a subsequent campaign focused on controlling avg. frequency between 8-10x per month.
Funnel Placement: Mid Funnel, Engagement
Channels: Audio, Video
KPIs: Cost Per Completed View, Cost Per Listen
Targeting: Genre targeting, premium inventory targeting
Advertiser historically had high audio and video completion rates (around 60-80%) but wanted to make them more efficient.
Through premium inventory targeting (video) and genre targeting (audio), increased completion rates to around 95% and lower the cost per completion to $0.02
Funnel Placement: Mid Funnel, Engagement
Channels: Display, Native
KPIs: Cost Per Click
Targeting: Brand-safe domain targeting, luxury and fashion premium inventory targeting
Advertiser had never run on programmatic before because of dependence on traditional means. They wanted to shift to a more data-driven approach.
Quickly achieved a benchmark CPC.
Not wanting to dilute the brand image, this high-end advertiser targeted only luxury, premium , brand-safe inventory consistent with their brand.
*Bonus* Using rich-media, HTML5 creatives, we were able to create custom, interactive, animated ads that helped the brand promote its status and luxury.
Funnel Placement: Upper Funnel, Awareness
Channels: Display, Video, Digital Out of Home
KPIs: Incremental Unique Reach
Targeting: Interest-based targeting, contextual targeting, retargeting
Advertiser wanted to raise awareness for new route.
Used interest-based targeting people thinking to travel.
Used contextual targeting to target webpages with travel content.
Saw cost-effective results while utilizing airport displays, and other Digital Out Of Home inventory.
Funnel Placement: Mid Funnel, Engagement
Channels: Display
KPIs: Click Through Rate
Targeting: A/B Testing, Lookalike Audiences, First-Party CRM data, B2B data segments, IP targeting
Advertiser wanted to test the effectiveness of their messaging and created A/B tests.
Through data analysis, determined the most effective messages to use for the campaign.
After shifting more budget to these messages, saw an uptick of higher than average engagement and CTR.
Funnel Placement: Mid Funnel, Engagement
Channels: Video
KPIs: Click Through Rate
Targeting: Third-party B2B Data
Advertiser knew core audience and wanted performance improvements in ad campaigns.
Analyzed inventory, times and days, devices and browsers, and frequency to help improve campaigns in real-time, leading to an ultra-high CTR of over 1.35%.
Funnel Placement: Lower Funnel, Conversions
Channels: Display, Native
KPIs: Cost Per Acquisition
Targeting: Third-party data segments (industry/company-based)
Advertiser wanted to increase subscriptions to a newspaper.
The campaign didn’t succeed at first because they had skipped generating awareness of their product.
After adding in upper funnel strategies, CPA consistently improved over 3 consecutive months.
Funnel Placement: Upper Funnel, Branding
Channels: Display
KPIs: Viewability, On Target Percentage, vCPM
Targeting: First-party CRM data, demographic and behavioral data, temperature targeting
Previous campaigns showed that higher viewability led to better engagement for advertiser.
Created custom metrics to measure viewable CPMs combined with On Target Percentage.
Increased ad spend while also increasing above metrics, helping advertiser reach intended audiences, driving future lower-funnel performance.
Funnel Placement: Upper Funnel, Awareness
Channels: Display, Video
KPIs: Reach, Viewability, CPC
Targeting: Third-party data, lookalike modeling, contextual targeting
Advertiser wanted to position new models in a luxury segment; used 3PD to target based on income.
Built lookalike models and used contextual targeting to find new audiences.
As the campaign progressed, shifted to a mid-funnel strategy to get clicks at efficient cost; advertiser achieved improved efficiency with lower CPCs
Funnel Placement: Lower Funnel, Conversions
Channels: Display
KPIs: Cost Per Lead
Targeting: First-party Data, Third-party financial data, lookalike model
Advertiser released a new product and wanted to drive form submissions for new leads.
Using relevant 3P financial data, targeted audiences with propensity to be approved for the products.
Created lookalike models based on previous customers to increase reach and improve the Cost Per Lead metric.