CLIENT:
U.S. Publisher
OBJECTIVE:
Identify audiences that are more likely to purchase hockey tickets for a local advertiser – an NHL team
APPROACH:
- Using audience and PII data from Publisher and advertiser to match to audience database to identify overlap- 200K subscribers and 140K ticket buyers
- Built a predictive model to identify offline and online ‘lookalikes’ from which to launch a multi-channel campaign– also applied modeling to anonymous users
- Created 6 custom segments loaded into Google DFP ad server by syncing cookies.
- A/B test was implemented through DFP to test custom segment against a non-targeted run-of-site campaign, both with an equal volume of impressions.
RESULT:
- Advertiser identified gaps in their data and creative strategy
- Advertiser openly speaking to local media consortium on the uniqueness/ value of this program
- Initial results from targeted advertising campaign have shown a 15 to 20% increase in engagement over comparable ad sizes, and a 9 to 1 and 18 to 1 ROI in SEO and Display campaigns, respectively.
- Unrelated to this project:
- Blue Jackets helped Publisher win back an auto dealer’s advertising that resulted in a 6-figure sale by the local sales team
- The auto advertiser also bought inventory in the print paper after years of not advertising after they saw the type of first party data available
