To build familiarity & boost engagement across 3 differing audiences of current and potential customers, with the focus on educating audiences of Sage’s proposition & USP’s.
Neo wanted to introduce an innovative buying option to this client. However, audience quality, brand safety, contextual relevance & media performance needed to remain consistent.
Neo established private RTB exchanges with premium publishers to target sites like the Financial Times, Telegraph, The Guardian, and CBSi on behalf of the client.
Channel and Run of Exchange activity worked to increase the overall retargeting cookie pool.
Keyword contextual targeting across brand, product, audience, generic & competitor keywords was introduced to expand site relevancy in a low-risk way.
Audience segments used to target 3 different campaign audiences.
Re-targeting was introduced mid-campaign and focused driving qualified traffic back to the site to ensure users further engaged with the Sage CLP
Keyword contextual targeting drove 18% of overall clicks to site.
3rd Party Audience
- Bespoke RTB exchange targeting drove 60% of total campaign impressions and 40% of total clicks for the entire campaign. RTB achieved the lowest CPM than any direct booking rate.
- Keyword contextual targeting drove 18% of overall clicks to site. Overall PMP activity drove an average CPM of £4 across premium publishers. Re-targeting drove consistent CTR, 13% above the target CTR.
- RTB drove an overall cost efficiency CPM 86% below campaign benchmark and CPC 70% lower than campaign benchmark.