A global automotive brand needed to generate interest and test drives for a new model SUV. The agency set-up a test comparing the results of leading contextual targeting providers to identify the solution delivering the best results as a basis to allocate total campaign budget.
Goals
Demonstrate superior performance with conversions that lead to test drives of the new model
Reduce CPA
Approach
Segment creation
Within Fyllo’s semantic targeting platform, utilize URL browsing behavior to identify a consistent audience definition and similarities between audience members.
Targeting key contextual targets
Create custom segments to target uses consuming relevant, brand-specific content.
Results
#1 performance across all solution providers included in the test while also reducing CPA.