Smart Display is a programmatic marketing campaign that gives your company’s advertising strategy the edge of being at the right place at the right time.
MediaEdge partners with top performing programmatic suppliers to stay connected with the highest quality ad exchanges and data inventories, giving you the power to target your niche audiences online on almost any website they visit. Advertise with the confidence that you are making a valuable impression at the right time.
Chapter 1: What is it?
Case Study: Food Processing & Manufacturing
Programmatic, Competitor Analysis, LinkedIn Campaigns, Google Ads, Creative Design
Client
A leading North American Fortune 1000 company that manufactures, markets; & distributes food products for the industrial, restaurant, institutional & home markets.
Vertical
B2B
Industry/Domain
Food Processing & Manufacturing
Client Objective
Digital Branding of a new product in the market. Target maximum exposure to potential clients (i.e restaurant & foodservice professionals).
History
Our client has launched various new products into the market. While their traditional digital marketing campaigns have yielded reasonable results in the past, they’d like to see more. As a result, they were amenable to investing additional funds in a new digital campaign in order to receive a more tangible ROI.
Challenges
General consumers needed to be excluded, with the campaign focusing solely only on B2B.
Cross Channel measurement, attribution and reporting needed to be retrieved from various touch points.
Solutions
MediaEdge’s highly experienced campaign management team built a targeted program (in consultation with the client) to fulfill assigned marketing goals.
Programmatic campaigns were created to target food distributors and decision-makers within the food industry. The primary goal was to engage new users and educate about the product and its features.
Competitor analysis was performed to narrow down the targeting and only target users with similar keywords. The team conducted a thorough competitor analysis to distill the targeting to prospects searching for relevant keywords.
Targeted LinkedIn ads were served to specific job titles in the food service industries.
Multiple sets of creative assets with customized messaging were deployed to maximize audience engagement.
Google AdWords was integrated with digital marketing campaigns and performance across the channels were measured and analyzed.
Success
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A large number of audiences were pixeled/targeted within 30 days and distinct audience buckets were created.
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Page views and bounce rate improved during the overall campaign flight.
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Client experienced a 40% increase in conversion rate with a 20% smaller budget.
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Broader engagement achieved by using various platforms (Programmatic, Display, Google Ads and Paid Social).
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Viewable impressions were above 65% during the entire flight duration.
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Product launch template was shared with the client for future use.