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Meta-DSP: Niche Target Group

Telco

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OBJECTIVE

The advertiser is a company specialized in foreign exchange. We had to reach a very specific audience group and deliver a high amount of impressions along with high CTR%. Unfortunately, the quality of the creative did not really support reaching our goals which gave extra challenge to the campaign.

STRATEGY

In order to ensure a high reach among the targeted audience group, we created a keyword tactic based on the data of the search campaign.

We also refined data targeting to identify niche audiences, using Meta-DSP approach to maximize reach and improve efficiency for optimizations, helping keep the CTR% on a high level.

DATA ACTIVATION

Keyword tactic was set up from data of Search Campaign

Audience target: 26-50, Male Avid Investors, Sports Fans, Technophiles

Contextual targeting: Automotive, Business, Tech, Sport

SOLUTION

We led various strategies across multiple DSP platforms, utilizing the Meta-DSP. We then optimized the best performing DSPs and shut down the ones that weren’t performing well to keep the CTR% up.

RESULTS

• DSP 1 performed much better in terms of CTR, which was noticeable after two weeks of the campaign being launched. After realizing this we stopped using DSP2 and allocated its budget to DSP1.

• Despite the poor creative the overall CTR continued to increase throughout the campaign.

Higher CTR achieved against direct reservation buys for both i10 and i20 models

• We achieved a high reach of unique users among our targeted audience group.