Reducing your CPA with Geo-Contextual Targeting
Media agency Zenith and their client, a multinational home appliances manufacturer, wanted to drive more in-store sales through online campaigns. The advertiser needed to engage with more innovative and data-driven marketing strategies in order to run an effective campaign and measure the performance beyond the traditional online campaign KPIs.
Zenith worked with Adsquare’s 2D polygon places data and activated it in their client seat of The Trade Desk in order to target users in proximity of desired department stores across the UK – the ideal tactic for successful drive-to-store campaigns. In addition, Zenith leveraged Adsquare’s independent Footfall Measurement solution to attribute store visits to the corresponding advertising campaign and understand its effectiveness in real-time, whilst the campaign was running.
On behalf of the advertiser, Zenith was able to optimise the campaign whilst it was running by analysing foot traffic of exposed users and comparing it against a control group of users. The corresponding uplift metrics haven been displayed directly in the UI of The Trade Desk to act upon accordingly if required. The results exceeded the original campaign goals, having generated 1.7M impressions, 7.1K conversions, a moderate CPA of £1.18 and last but not least, of course, more sales.
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