Behavioral Targeting Success Stories

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Behavioral Targeting Success Stories
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DMA LA DMA Customer Cadillac of
Whittier Customer Type GM / Cadillac Auto
Dealer Category Automotive Campaign New
LANG YAHOO BT Networks Term 6/1/2009
5/31/2010
Strategy Feature and sell a pre-owned certified
Cadillac with low miles and low price. Reaching
the right people, at the right time, who are
searching for a Certified Pre-owned
vehicle. Key Considerations By Client Reach,
Frequency, Behavioral Target Market rate.
Objectives The client needed to reach a
target demo and Cadillac buyers with-in the LANG
audience and Yahoo LA DMA , who were looking for
a certified pre owned automobile. This campaign
accomplished that ,as well as giving the
frequency needed to saturate the LANG and YAHOO
LA DMA. Term 12 Months Targeting Automotive
/Used/ Certified / Pre-Owned Key Successes
Cadillac of Whittier sold the featured Cadillac
CTS with-in the first fifteen days of the
campaign they were pleased and are looking to
increase their investment. They like the ability
to buy automotive behavioral targeting on Yahoo!
and LANG locally in the LA DMA . Creative
Details The creative idea for The Cadillac of
Whittier online ad sold the car! We suggested to
Cadillac of Whittier to place a specific
Certified Pre-Owned Cadillac CTS featuring a
reduced sale price, low mileage, a warranty, and
a dedicated 800 number with-in the online ad to
entice buyers. The car was advertised exclusively
on the LANG and YAHOO LA DMA NETWORK . The
creative is being changed on the back end every
time a car is sold. The goal is to send Cadillac
automobile buyers to Cadillac of Whittier to
purchase their cars.
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Winery Russian River Wine Road
DMA San Francisco Customer Russian River Wine
Road Customer Type Wine Trade Organization Catego
ry Events Campaign New and Renewal Term First
campaign Jan 2 to Jan 10, Second campaign Feb
13 to March 10 Strategy Drive online purchases
for wine tasting events in Sonoma County Key
Considerations By Client Need to see
ROI Objectives Continue to drive ticket sales
in a down economy. Term 2 to 3 week runs
CPM 17.15 (Yahoo) Targeting
Beverages Wine Spirits BT Client Feedback
After first run, we found out that the event was
flat compared to last year (when they were
budgeting a 40 drop). So they ran another
campaign for their next event and told us The
orders are flying in Thanks so much! Key
Successes It worked! Creative Details What
is the call to action? Buy tickets while they
last. How often will it be changed? Not
changing, but using multiple ad units. Goal of
the creative? To drive ticket sales.
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Furniture Marlings Furniture
DMA Topeka, KS Customer Marlings
Furniture Customer Type Home Improvement Category
Furniture Campaign New/Renewal New Term
12-month agreement March 1, 2009 through
February 28, 2010 Strategy To increase
marketing advertising footprint of Marlings
Home Store through use of Yahoo patform and
Yahoo BT package. Key Considerations By Client
Sales of furniture and Home Furnishings has been
slow due to current economic conditions, and
Marlings needs to reach those customers that are
ready-to-buy in the Topeka DMA Term
12-month Targeting Furniture-Shoppers Key
Successes After first week of campaign, client
stated they have been very impressed with the
number of requests from consumers in the
category, and at times were having problems
keeping up with the requests coming through for
specific pricing and products. Creative Details
Campaign offer is 50 OFF furniture buy. How
often will it be changed? Campaign continues to
deliver results at a 0.39 click rate, and
customer is happy with current volumes coming
through their web site. Goal of the creative? To
generate leads through the Marlings web site for
in-store sales associates to follow-up with
direct contact with the consumers requesting the
information.
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Flooring/Cabinets NAAFCO Flooring
DMA Tampa Customer NAFFCO Flooring Customer
Type Retail Category Real Estate/Home
Garden Campaign New
Strategy Getting the right message in front of
qualified buyers, reaching more people with
better targeting, enhancing their current
newspaper advertising. Key Considerations By
Client Reach, Additional qualified buyers,
monthly reports for tracking Objectives Use
Monthly reports to track the success of the
campaign and fine tune the message each month to
improve results. Term 12-month Targeting Real
Estate/Home Garden Key Successes Originally
concerned ads would not convert into actual sales
but was impressed with additional traffic to
their website In its first month click through
rates are just above .08. Creative Details
Features Shutter, Flooring and Cabinet sales.
Copy will be revisited monthly for the duration
of the campaign.
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Casino Little Creek Casino Resort
DMA Seattle-Tacoma DMA Customer Little Creek
Casino Resort Customer Type NP Online, New
long-term Y! Category Travel Casino Campaign
New Strategy Use Yahoo! GEO targeting to reach
the local audience they are looking for. Key
Considerations By Client Client was looking for
ways to expand their local reach, to build
awareness and to meet their revenue contract.
Yahoo! provides a good opportunity to reach the
desired audience in key counties. They want to
benefit from the fine targeting we can
accomplish with geo zones for ticket sales and to
boost their occupancy rate. Term 12 months,
Targeting TravelCasino BT Key Successes After
first two weeks of delivery, ctr is .12 and BT
delivery is on track Creative Details Little
Creek Casino Resort has been diligent in
changing out the creative on a regular basis with
upcoming concerts and events on the np.com sites.
We expect this trend to continue for all their
online ads. The call to action and goal of the
creative is to build awareness and drive ticket
sales Click for Tickets.
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Shoes Shuler Shoes
DMA Minneapolis Saint Paul Customer Schuler
Shoes Customer Type Brand New! - NP Only -
NP Online Category Retail Strategy Look for
new advertising options that specifically hit
their target marketshoe shoppers. Key
Considerations By Client Being able to target by
specific demographics. Term 8 months Targeting
BT Retail/Footwear, Female, Ages 35-54 Client
Feedback Out of 209,000 impressions, received
313 clicks (0.15 CTR). Further, out of 101
e-commerce sales, 61 were related to our sales
(60). Best sale so far in-store and e-commerce.
Liked it so much, they renewed, and more. Key
Successes Constant communication with customers
about the results as well as educating on how
people use display ads. Making sure
advertisements were working on-time and
correctly. Creative Details Good call to
action. Unique URLs for this campaign for total
tracking. The landing page matched creative and
prices matched sales prices on banners and
landing pages therefore no surprises to
customers.
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Furniture Ashley Furniture
DMA Minneapolis St Paul Customer Ashley
Furniture Customer Type Brand New! - NP Only
- NP Online Category Retail Campaign
New Strategy To reach more people with better
targeting than current local broadcast campaign.
Shift dollars from TV to Online.They have stores
throughout the entire DMA (58 counties) Key
Considerations By Client Large reach with
specific targeting capabilities. They Have done
online in past but always got as a value add
from their print buys in Other publications.
This would be first paid effort. All online
money spent Would count towards their contract
commitment. Term 20 months Targeting Life
Stages Moving, Furniture, Garden Patio,
Mortgage Key Successes Customer is seeing an
average CTR of 0.11 and is happy with that
(compared to what ROS was giving them in
past). Creative Details Customer is changing
creative close to every 2 weeks, keeping it
current to their sales efforts. Their creative
matches what they are running with other media
(print and broadcast).