Programmatic Media Campaigns Drive Brand Awareness
Reach New Customers, Drive Brand Awareness
Location3 wanted to help Wild Birds Unlimited reach new customers and generate brand awareness for the winter holiday retail rush. We recommended a programmatic connected TV (CTV) and display campaign to build on the existing omni-channel, national and local efforts across Paid Search, Social, and Google Display Ads.
Why CTV and Display?
With programmatic CTV and native display advertising, we saw the opportunity to get in front of more potential customers - on more devices – and to apply sophisticated targeting and retargeting tactics to create a holistic customer experience. We were also able to be creative in our execution of these campaigns: we applied a QR code to our CTV ads (before Coinbase’s legendary Super Bowl commercial!), generating clicks on ads that are typically viewed on a television screen.
KPI Goals: Exceeded
For the programmatic/native display campaigns, we set a cost per click (CPC) goal of $3. For CTV, we aimed for a video completion rate (VCR) of 90%.
Overall, we surpassed our KPI goals, delivering an average CPC of $2.46 on display campaigns. We achieved a VCR of 91.63% for our CTV campaigns.
Display Campaign Results
Display campaigns across Canada and the US delivered the following results:
• Total Impressions: 20,759,561
• Total Clicks: 20,836
• Click-Through-Rate (CTR): 0.045% (surpassing the industry standard for display campaigns: 0.01-0.03%)
CTV Campaign Results
CTV campaigns delivered the following:
• Impressions: 11,603,739
• Total Video Completions: 9,335,897
• Total Clicks: 6,552
• Total Video Starts: 11,507,444
• Average CTR: 0.082% (Note: Our campaigns are setting industry standards with clicks on CTV advertising)
QR Codes Power Conversions
Typically, video campaigns provide only view-through performance metrics. By implementing the QR code, we were able to generate clicks on these ads - garnering 4,747 clicks, with 289 site conversions (savings club sign-ups, account registrations, ecommerce purchases) attributed to these clicks.
A Boost in Site Traffic
When looking at site traffic in the months we ran these campaigns (October-December 2021), we see a year-over-year increase of 8.92% in direct traffic to the site. This is compelling evidence of these campaigns’ success: our audience was engaged and visited the site directly after seeing our ads via CTV and display.
Programmatic Media with Location3
By developing a true understanding of your goals as a company and the opportunities presented by each franchise, we develop unique omnichannel strategies that engage your target audience, demonstrate the value of your brand, and convert loyal customers. We look forward to replicating our success with your franchise.
This case study is a 2022 finalist for The Drum Marketing Awards: Media Planning/Buying
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