Combat Digital Ad Fraud with Validated Data and Targeting Techniques
January 30, 2024 |
Helen Bartkiewicz
Digital advertising is ever-expanding, on both a domestic and a global scale. Ad spend continues to increase year-over-year, and forecasts predict further growth with seemingly no end in sight. 2023’s ad spend exceeded $600 billion worldwide, and is expected to reach $870 billion by 2027 with a steady annual growth rate between 8% and 11%.
With all of the money being poured into digital ad campaigns, the looming question is: How much of this ad spend is actually effective? If ad creatives aren’t reaching their respective intended audiences, the spend can be considered wasted. Impressions, clicks, and other figures can be inaccurate, either being intentionally falsified, inflated, or being served to online bots.
According to the Video Advertising Bureau (VAB), in 2023 approximately $35 billion in ad spend was lost to fraud, in North America alone. Globally, that figure reached over $84 billion. As the number of online bots continues to increase year over year, over 40% of all online traffic has now become invalid. So how can advertisers ensure that they are actually reaching their intended audience for each campaign, simultaneously avoiding bots and potential legal ramifications?
The key to avoiding bots is partnering with a trusted ad tech vendor who connects validated offline data to online identifiers rather than relying on cookies, since the vast majority of bot fraud can be tied to cookie usage. While some vendors purposefully manipulate campaign metrics by overcounting users, spoofing domains, stuffing cookies, ad stacking, or otherwise falsifying data, those who use validated business and consumer data from offline sources such as SEC filings, building permits, and census data provide accurate, reliable campaign reports and insights that reflect how the intended audience was targeted and the results of the targeting.
AdDaptive’s up-to-date offline data mapped to digital identifiers is a solution much less susceptible to fraud than cookie pools. Our technology is incredibly accurate in terms of attribution when compared to third-party cookies, which offer an audience match rate somewhere between 40% and 60%. The data pool and targeting techniques that AdDaptive uses, on the other hand, are over 97% verified at the source so you can be sure real people are seeing your ads, not bots.
“Mitigating the risk of ad fraud begins with the partnerships you make.” – VAB
Combat invalid ad traffic and avoid the ever-increasing amount of online bots with the help of AdDaptive’s verified, transparent solutions and technology.
As the digital advertising industry continues to expand year over year, advertisers are often overwhelmed by the sheer number of agencies and vendors in the market.
Agencies choosing an ad tech partner look for as much transparency as possible to foster trust, and brands look for transparency from their agencies for the same reason. Even brands with their own in-house teams benefit from working with managed services to give them a deeper level of transparency than they can get in-house.
Accurate, detailed, transparent analytics and insights from vendors like AdDaptive empower agencies and their brands to be confident that their campaigns have been fully optimized and that they are achieving the highest possible ROAS.
With true transparency comes true collaboration and genuine, positive results. When full clarity is provided at each step of the campaign, from budget allocation to delivery of impressions, reporting on account engagement levels for each creative, and everything in between, advertisers feel empowered and validated in their investments. Extensive, comprehensive, and transparent data and reporting are the foundation of digital advertising in today’s market.
Transparency at Each and Every Level
From ad tech vendors to agencies, to brands, to each individual campaign, transparency with information such as data, relevant analyses, and recommendations is the differentiating factor in advertising.
Finding vendor and agency partners who offer clarity when it comes to their technology, targeting, and reporting is paramount to future campaign success. While many position their solutions as top-quality, the proof comes from transparency.
Forming partnerships with those who open windows rather than building walls help maximize results.
Learn more in this infographic:
Ready to speak with a digital advertising expert? Book a meeting below.
As the year comes to a close, we’d like to take a quick look back on the hottest topics of 2023 as reflected by our most popular blog posts. Some common themes that we heard about from agencies and brands, industry analysts and experts, and various conference speakers throughout the year included cookieless targeting techniques, budget allocation, attribution, and campaign optimization.
The ad tech industry is always full of surprises. Read on to see how our list of top 5 blog posts aligns with your key takeaways from 2023, and how they can help you strategically plan for 2024.
5. Case Study Sessions: Niche Targeting
In fifth place, we have the first of three case study sessions from 2023. This post covers three examples of AdDaptive’s targeting success, highlighting the goals, solutions, and results of each campaign. Read the full post to learn how AdDaptive’s technology can reach even the most niche audience segments at scale.
4. Allocating Ad Spend Appropriately with Analytics
Our fourth most popular blog post focused on budget allocation decisions in the ever-expanding digital advertising space.Finding the ideal media mix can make or break a campaign, especially amid times of economic uncertainty, and this blog post covers how to find that “sweet spot” of media type combinations for each campaign. Out of our top 5 posts, this post had the longest average time on page for the year.
3. Digiday Programmatic Marketing Summit May 2023 Recap
Coming in at number three is our recap of Digiday’s Programmatic Marketing Summit, which took place in Palm Springs, CA back in May. AdDaptive was a proud sponsor of the event, along with three other Digiday conferences throughout the year. Discover the key industry news, trends, and updates discussed at the conference in the full blog post linked below.
The runner-up post for 2023, Flexible and AdDapt-Able, had the highest percentage of unique users among the top 5 posts. The blog post focuses on the flexibility that AdDaptive offers to our advertising partners in the form of no long-term commitments,
the ability to run several types of campaigns simultaneously, and real-time optimization and recommendations so you can adjust your campaigns to fit your needs at each and every step.
And finally, AdDaptive’s most popular blog post for
the year was the first post in our five part Expert Optimization series, featuring campaign optimization insights directly from our advertising and analytics experts.
This post alone accounted for over 10% of AdDaptive’s blog post views in 2023. Jump into the first part of our Expert Optimization series through the link below.
Thank you to our trusted advertising partners and dedicated employees for making 2023 a success, we look forward to further accomplishments in 2024 and beyond. In the meantime, visit our blog for more case study sessions, the full Expert Optimization series, and much more!
Ready to speak with a digital advertising expert? Book a meeting below.
Digiday Programmatic Marketing Summit December 2023 Recap
December 13, 2023 |
Helen Bartkiewicz
The final industry conference for 2023 was Digiday’s Programmatic Marketing Summit, which took place December 4-6 in New Orleans, LA. AdDaptive sponsored the event once again – our fourth Digiday conference for the year following the two Media Buying Summits in March and October and another Programmatic Marketing Summit back in May.
The Programmatic Marketing Summit brings industry professionals from across the country to one central location to connect with fellow marketing leaders and build trusted relationships. During the various presentations, town halls, one-on-one meetings, dinners, and more, attendees discussed the various pain points, challenges, opportunities, and new solutions advertisers are currently facing.
Attribution was a hot topic again at December’s conference; in fact, attribution has been a keyword at all four of the Digiday events in 2023. Another main topic of discussion was the removal of cookies from Google quickly approaching in 2024, and the various available alternatives to cookies. AdDaptive’s own VP of Sales, Ted McNulty, hosted a presentation at the end of the first day on one such alternative: validated offline data. Read on for a synopsis of these three key topics.
Attribution
This conference’s challenge board revealed that attribution still remains top-of-mind for many industry experts and professionals. With the ever-changing landscape of digital advertising, accurate attribution moving forward is a big question. And furthermore, as attribution methods continue to shift, how will advertisers apply these changes in attribution learnings to future campaigns?
How will attribution work in the cookieless environment of 2024 and beyond? The answer depends upon the ad tech being put to use. Accurate attribution and transparent reporting go hand-in-hand to elevate campaign success, both
in anticipation of and in response to the looming cookie depreciation. Relying on cookies to monitor engagement levels, allocate budgets, and prove ROAS is no longer feasible.
Going Cookieless
Agencies are feeling increasing pressure to find alternative solutions to those technologies which rely on cookies. The Digiday Programmatic Marketing Summit revealed that many decision-makers in the industry still aren’t ready for the removal of the third-party cookie. Industry executives rated the preparedness of the industry for next year’s cookie depreciation around a 4 or 5 on a scale of 1-10, and predict that some major steps still need to be taken in preparation of their full removal.
There are a few options that are currently available from major ad tech providers that avoid reliance on cookies, but many of them are still in beta testing or first-round trials. AdDaptive’s cookieless solutions, on the other hand, have been in use and proven successful for the last decade. Our VP of Sales, Ted McNulty, went into more detail regarding the benefits of working with validated offline data in his presentation on December 4th.
Validated Offline Data
The main benefit of using validated offline data – from SEC filings and business registration data, to census data, building permits, and beyond – is the overall accuracy. While cookies attempt to guess information about an individual based upon their browsing history, offline data is factual and provided by the company itself.
As McNulty further explained at the conference, targeting unique digital identifiers rather than using cookies allows for accurate targeting and scalability, regardless of how niche the intended audience may be.
“The harder your audience is to reach, the more valuable AdDaptive’s platform becomes” – Ted McNulty, VP of Sales at AdDaptive Intelligence
Over the last decade AdDaptive has worked with over 500 agencies to launch tens of thousands of campaigns, none of which have relied on third-party cookies. What makes AdDaptive different is our ability to connect validated offline data to online identifiers, to avoid wasted impressions and produce positive business outcomes for our clients.
Trust in AdDaptive’s future-proof technology to improve the accuracy, scalability, and transparency of your campaigns.
Ready to speak with a digital advertising expert? Book a meeting below.
Applying Attribution Learnings to Future Campaigns
November 15, 2023 |
Helen Bartkiewicz
This blog post serves to follow the first post of our Attribution series, Accurate Attribution to Drive Campaign Success, and goes into detail on how to effectively apply the attribution-related lessons learned from robust, transparent analytics reports.
Implementing Analytics Insights
Once an agency has formed a strategic partnership with a trusted ad tech vendor that helps you understand accurate attribution through robust, transparent reports, one big question still remains: What are the next steps?
How do you apply attribution learnings? What actions should be taken moving forward to optimize future campaigns?
The answer is multi-faceted. The results of each ad campaign are unique and can vary significantly. Valuable insights from post-campaign analytics reports can be implemented across many categories, four of which we will highlight here: search, social, sales and marketing, and subsequent campaigns. Let’s take a deeper look at exactly how these insights can be applied in each category.
Search
Since 89% of all buyer journeys – both B2B and B2C – begin with a search engine, search ad placement is crucial and top-of-mind for all kinds of advertisers and the brands they represent. As buyers’ needs are constantly shifting, so are their
online searches. Advertisers need to stay ahead of the game with their targeting techniques based on the data behind buyer intent.
That’s where analytics come into play.
AdDaptive’s reporting solutions provide industry-leading, transparent data to equip agencies and brands with the insights needed to target the right audience and the right time, with scale and accuracy. These campaign insights also help you determine which keywords to put your money behind based on which terms worked best in previous ad campaigns.
Forming a proper understanding of the data presented in these robust analytics reports can also help advertisers predict their target accounts’ intent to purchase. Our unique data-mapping uses over 1 billion trade experiences and over 178 million public records to score past and potential future performances of buyers across the US, providing pinpoint targeting. This precise targeting generates higher campaign engagement levels, and then leads to accurate attribution.
Social
The popularity of social media platforms has surged year over year since its conception and is predicted to continue to do so for the next few years. Social media users around the world aren’t tied to a single platform, either. “The average user now spreads their digital footprint across a staggering six to seven platforms every month.” As of 2023, around 4.9 billion people across the globe use social media – more than half of the current world population. By 2027, that number is expected to grow to 5.85 billion.
Since the universe of social media advertising is so extensive, ad spend could easily be wasted on an improper audience with no interest or need for the product or service being presented to them in a digital ad format. Strategic targeting is extremely important to reaching the right accounts and maximizing ROAS. This also entails proper attribution and complementing other social media ad formats on walled gardens such as LinkedIn, including native ads and boosted posts. For example, adding video – the most popular and effective media format in terms of generating ROI – to your existing media mix of display and native ads can boost campaign performance significantly.
Once again, the insights gained from post-campaign analytics reports can aid in the strategy and creation of supplemental social media ads to reach the right audience and fuel future sales. Looking specifically at which creative types or messages performed best in your ad campaigns gives you the opportunity to properly retarget your most receptive audience members in complementary social media campaigns.
Sales and Marketing
The more you know about your target accounts, including their online viewing habits, preferences, and buying intentions, the better equipped your sales and marketing teams will be to push said accounts through the sales funnel with
speed and ease.
The insights gained from robust analytics reports with transparent data are exactly what your sales and marketing teams need.
This information can be used to help personalize sales outreach in the form of emails, phone calls, social media messages, and more. Generic sales outreach messaging rarely gains attention from the target audience; personalization in the form of understanding each potential buyer’s needs is imperative when it comes to eliciting a response from the account. This personalization goes beyond simple use of the person’s name, job title, company, etc.; using the data insights from ad campaign reports, outreach can be personalized to mention the target account’s current purchasing interests.
Marketing teams similarly require access to in-depth insights about prospective customers in order to create buyer personas and segmented marketing campaigns for each persona, filled with personalized messaging and custom content. Accurate attribution is a necessity.
The combination of sales and marketing efforts, as guided by analytics insights from post-campaign reports, is essential to warming leads, closing sales, and increasing ROAS.
Subsequent Ad Campaigns
A fourth and final category to highlight is the optimization of future ad campaigns. Analytics reports clearly present impressions served and engagement levels for each list of target accounts, so agencies and brands can revamp their ABM lists to streamline their targeting in subsequent ad campaigns.
Above and beyond rebuilding said lists, forming a full understanding of audience engagement with each brand’s content benefits future strategization, creation, and optimization of each flight to achieve the highest level of campaign success across all digital media platforms. Seeing exactly which target accounts are engaging with your content, and in which format – display, native, video, CTV, or programmatic audio – helps streamline re-targeting efforts. Breaking the ABM lists down further into hot, warm, and cold accounts and allocating ad spend to the preferred media types for each segment leads to the highest level of ROAS and overall future campaign success.
Summary
From search to social, sales and marketing, subsequent campaigns and beyond, detailed analytics are extremely important for advertisers at each and every step throughout campaign flights. Being able to attribute successful efforts to engagement or revenue will help you determine where to allocate your time and resources to give the best results.Streamline your future advertising efforts and push accounts through the sales funnel with ease and efficiency using transparent data insights.
Trust in AdDaptive’s robust, transparent reporting solutions to elevate your advertising efforts now and in the long-term, with accurate attribution.
Ready to speak with a digital advertising expert? Book a meeting below.
Case Study Sessions: Drive New Business with a Supportive Ad Tech Partnership
September 18, 2023 |
Matt Shore
In our previous installment of Case Study Sessions, we shared success stories from three different companies that leveraged AdDaptive’s targeting solutions to effectively re-engage with their audience. Re-engagement is a powerful tool to drive conversions for your business, but it’s not the only option.
Every campaign is unique, which is why having an ad tech partner that can build a personalized approach to help you reach your goals while supporting the work you’re already doing is extremely valuable. In the days of cautious optimism when it comes to ad spend, the importance of efficiently moving prospects through the funnel towards purchase is crucial.
These three clients were able to drive new business and conversions with the help of unique advertising strategies built by AdDaptive.
It’s time for another Case Study Session.
Glass manufacturer reaches niche vertical at scale using AdDaptive’s display advertising to engage qualified leads, increasing site traffic by 218% and yielding new business
Goals
A leading glass manufacturer aspired to engage a niche audience of architects. The company intended to expose the audience to their brand through banner ads and drive traffic to their website, where relevant content would inspire qualified leads to fill out a form to learn more. Previous vendors’ efforts proved this audience was difficult to reach digitally at scale; in search of both accuracy and reach, they turned to AdDaptive.
Solution
Fueled by validated online and offline data, AdDaptive’s powerful technology was able to identify the niche audience, learn about their engagement habits, and deliver banner ads accurately and at scale. Over three months, the campaign was constantly optimized to ensure ads were being delivered to high-quality accounts that would impact the customer’s bottom line.
Results
A high CTR (0.19%) and over 16,000 engagements proved the combination of data, technology, insights, and strategy were aligned with the customer’s goals and the audience’s interests. The campaign caused a 218% increase in site traffic, which led to many new business opportunities. In understanding the customer’s goals and audience, AdDaptive crafted a custom solution that proved beneficial for the customer, even beyond the flight of the campaign.
Healthcare client achieves conversion goal by complementing its internal solution with AdDaptive’s refined B2B targeting
Goals
A client sought to increase its white paper downloads and optimize its conversion rate among oncologists and medical professionals. They chose to complement their in-house solution by partnering with AdDaptive.
Solution
AdDaptive deployed a tailored strategy using validated, offline data matched to unique, digital identifiers to pinpoint the target audience within the healthcare industry. These efforts resulted in 7,275 white paper downloads and over 16 million impressions.
Results
Seeing the results from AdDaptive’s B2B targeting exceed its internal solution, the company reallocated resources and increased its budget with AdDaptive by 180%. Investing in AdDaptive’s solution brought over 18,000 conversions in 2 months, and the client’s site traffic, form fills, and orders were up 16% YOY.
AdDaptive produces 69,000+ conversions for world leader in lab equipment manufacturing
Goals
An American public research, development and manufacturing company aimed to increase purchase intent among tech-savvy shoppers.
Solution
AdDaptive’s proprietary B2B Data and Technology enabled the client to efficiently reach the target audience of lab managers, technicians, and decision makers on a multinational scale.
Results
By pinpointing the appropriate audience members based on their likelihood to invest in the advertised technology, AdDaptive’s campaigns drove over 69,000 conversions (e.g.,. poster downloads, form fills, information requests, contact forms, etc.) for the company.
Strategy that Fuels Conversions
AdDaptive is proud to support our clients no matter what their goals are at every step of the campaign journey. Our advertising experts make sure that the right strategy is put in place before launch to drive the results you need from start to finish and beyond. This way you can reach the accounts that matter most to you and deliver the right message at the right time to spark conversion.
That’s the AdDaptive Advantage.
Ready to speak with a digital advertising expert? Book a meeting below.
Measure Campaign Engagement with Actionable Analytics
Shifting from one campaign to the next, agencies and brands aim to continuously optimize their targeting and resonance to reach KPIs and achieve overall campaign success. Accurate measurement of engagement in one campaign – along with context and recommendations from transparent reports – should be used to make decisions about future campaigns. Does your team currently have access to the full suite of transparent reports necessary to measure engagement from each target account?
Without proper attribution, targeting efforts can be inaccurate. A lack of in-depth campaign analysis in terms of engagement, budget allocation, funnel placement, and beyond leads to wasted ad spend and loss of ROI. To foster the success of your campaigns, reports should be fully analyzed and their actionable insights should be taken into consideration.
Accurate attribution is aided by comprehensive reporting, showing the effectiveness of each campaign in terms of revenue and the progression of accounts through the sales funnel. Retargeting and optimization are key, especially when budgets are tight.
Find an Established Ad Tech Partner to Trust
Reaching the right accounts at scale requires a holistic pipeline approach backed by analytics. The accuracy of reports can fluctuate significantly from one platform to another, so finding a trusted ad tech partner is paramount to receiving actionable insights for the most accurate attribution.
While many ad tech vendors only offer simple post-campaign metrics such as clicks and impressions, robust analytics with deeper, actionable insights and strategic recommendations for optimization are needed to measure current engagement levels and fuel future campaign success. AdDaptive’s solutions, backed by our analytics experts, provide the necessary context behind the data to arm you with the information you need to adjust your campaigns to maximize their reach and success while providing attribution with precision.
Gaining a comprehensive understanding of which accounts are engaging with which type of creative and why gives advertisers and brands the power to retarget their audience with a higher level of accuracy in terms of content and media mix.
Additional metrics AdDaptive’s reports track include (but aren’t limited to):
List of targeted companies who received ads
Location (states and zip codes)
Sales volume
Number of employees
Job titles
NAICS codes
Clicks and CTR
Website pageviews
Conversions
Which creatives performed best
Lastly, we can customize clients’ reporting based on custom targeting dimensions, so any ways in which you choose to target your audience we can report back on post-campaign. Provide any dimension you’d like and we can filter the other report details around it.
AdDaptive’s Solutions
AdDaptive’s leading ABM analytics offerings aid you throughout the entire campaign process, from audience activation to post-campaign analysis. Our analytics provide the most thorough, accurate data and insights so you can properly attribute each metric to each advertising effort. This holistic level of reporting allows you to gain a comprehensive understanding of the overall effectiveness of your campaigns and how they drive revenue and pipeline movement.
In the pre-flight stage, AdDaptive’s Audience Composition report ensures that your campaigns are reaching the right accounts with a match rate that hovers around 75-80% – far exceeding the industry average match rate of just below 50%. Once your campaign is launched, our Campaign Analytics and Site Analytics reports provide detailed data and recommendations for optimization based on engagement levels and traffic driven to your website as a result of your campaign.
This full suite of transparent, in-depth reports from AdDaptive gives you the power to measure your campaign performance down to the level of each target account with a comprehensive overview that goes above and beyond industry reporting standards.
Trust in AdDaptive for highly accurate attribution tools to elevate your campaign strategy and stimulate future success.
Ready to speak with a digital advertising expert? Book a meeting below.
Expert Optimization: What Sets AdDaptive Apart in the Market?
September 07, 2023 |
Matt Shore
Part five of our Expert Optimization series
Over the past month, we shared the incredibly valuable thoughts, tips, and recommendations from our team of advertising experts about how to achieve campaign success. These blog posts covered how to build success in the pre-campaign stage, mid-flight stage, and post-campaign stage as well as aninsightful advice roundtable for strong ad tech partnership.
When choosing an ad tech partner there are many things to consider. A long-lasting partnership with consistent results is the ultimate goal, but it can be difficult to compare offerings between different vendors when building and evolving your media plans and tech stacks.
For the conclusion of our Expert Optimization Series, we decided to pose one question to all of our advertising experts:
What sets AdDaptive apart from other competitors in the market?
As expected, the answers ranged across many different aspects of AdDaptive’s solution.
Cross-Team Support
Senior Customer Success Manager Gabby Lopez provided insight into the makeup of AdDaptive’s support team and how collaboration across the AdDaptive team helps bring campaigns to the next level:
The diversification of expertise across AdDaptive’s team ensures that all goals are met through effective communication and strong optimization tactics. An ad tech partnership with AdDaptive means world-class support from experts who are proud to make you and your campaign their number one priority.
In addition to supporting your campaign, AdDaptive also prides itself on focusing on both short-term and long-term goals for a well-rounded partnership. Sami Bourgeois, Manager of Client and Media Services, shared insights into how the team works towards a robust partnership throughout the entire campaign process:
Strong Media Activation and Scaling
On the technical side of things, Senior Director of Customer Success Max Shaller shared his thoughts on AdDaptive’s unique position starting as an audience activation platform and how it plays into our media execution today:
AdDaptive wants to be your one-stop shop for ad tech partnership. By offering solutions in audience activation, targeting, and reporting we can provide support each step of the way towards campaign success.
Flexible and Solution-Focused
When choosing an ad tech partner, it’s important to find a partnership that works for you and doesn’t disrupt the processes your organization has already put in place. Senior Director of Technical Solutions and Analytics Eli Moger demonstrated AdDaptive’s flexible and solution-focused approach to advertising:
This flexibility is extended to each and every one of our partners to ensure that they not only can reach their advertising goals, but also feel comfortable and supported by the partnership making the advertising process more streamlined.
We’re proud to have a team of incredibly thoughtful and talented advertising experts who are dedicated to supporting your campaign efforts from start to finish and beyond.
AdDaptive’s granular approach to advertising has helped countless clients consistently reach their advertising goals. In our previous blog posts, we sat down with our team of advertising experts to discuss preparation during the pre-campaign stage, mid-flight optimizations made during your campaign run, and ways to leverage post-campaign analytics.
To continue our Expert Optimization series, we brought all of our experts together for an advice roundtable on how to get the most out of your campaigns and ad tech partnership.
Stronger Partnership Through Communication
When asked about tips for a successful ad tech partnership, many of our experts pointed towards building a strong foundational partnership on open communication throughout the entire campaign cycle.
The more that we receive feedback for reports, optimizations, and recommendations, the better we can tailor current and future campaigns! -Sami Bourgeois, Manager of Client and Media Services
Senior Customer Success Manager Gabby Lopez agreed with Sami and added a statement about the importance of strategic conversations and check-ins with clients:
An ad campaign is a living, breathing thing that needs constant attention throughout the entire process. Having these open lines of communication between the AdDaptive team and the clients ensures the correct optimizations are being made and goals are being met.
A Flexible Partnership Built on Analytics
In addition to open communication, AdDaptive is committed to flexibility when it comes to the needs of our clients. Senior Director of Customer Success Max Shaller utilized one of AdDaptive’s favorite puns that demonstrates our goals as an organization:
One of the most effective ways of building long-term relationships with our clients is by adapting (get it?) our targeting and analytics to align with their existing business practices and reporting structures. – Max Shaller
We want our partnership to support the work you’re already doing and provide you the tools to succeed. This is why we integrate AdDaptive’s actionable analytics and strategic conversations to fit the needs and goals of our clients. Customer Success Manager Sam Donahue contributed his thoughts in this area explaining how analytics and the context behind the numbers can help set up clients to make effective campaign decisions:
When a client’s goals, targeting, and analytics align, the power of a comprehensive advertising approach is unlocked. The right optimizations can be made at the right time and campaign insights can be leveraged into future campaigns and beyond.
When asked about the key elements that yield success in an advertising campaign, Senior Director of Technical Solutions and Analytics Eli Moger shared his overarching thoughts for tactics to consider to get the most out of your vendor partnership. He pointed to specific actions one could take such as:
Rapid ad deployment across channels
Leveraging Campaign Analytics to inform other marketing & sales strategies
Making campaign adjustments based on high-performing accounts
Investing in and focusing efforts around a data-centric approach to advertising
From communication to leveraging analytics, AdDaptive is proud to offer extensive advertising solutions that not only enhance your current campaign, but also set up your future campaigns for success.
In our final installment of the Expert Optimization series, we will be discussing the many aspects of an AdDaptive partnership that our experts believe sets us apart from the competition.
Case Study Sessions: Re-engage Your Audience Effectively
August 29, 2023 |
Matt Shore
In our previous installment of Case Study Sessions, we shared three examples of companies that were able to reach their incredibly unique audiences through AdDaptive’s powerful targeting capabilities. But what happens when you need to reach out to your audience a second time?
Re-engaging your audience is a great way to move previously interested prospects through the funnel, enhance market presence during peak selling seasons, and upsell existing customers. Most importantly, finding the perfect spot where you can effectively engage your audience without overwhelming them is crucial for campaign success.
With AdDaptive’s accurate targeting solution, you can ensure your re-engagement campaigns are being delivered to the right accounts at the right time with the right message. What does a successful re-engagement campaign look like? Just ask these three clients who leveraged re-engagement in their advertising approach.
It’s time for another Case Study Session.
Software Company Drives Conversions From Previously Interested Prospects
Goals
A B2B software company aimed to achieve conversions among users who previously engaged with their creatives.
Solution
AdDaptive devised a tailored, comprehensive strategy to re-engage users who had shown prior interest without overwhelming them. This included frequency caps across various devices as well as rigorous brand safety measures to ensure relevant and safe ad placement.
Results
After two months, the company saw over 12 million impressions and over 1,000 conversions, exceeding their previously defined KPIs. The ease of communication and the transparency with optimization between the AdDaptive and the client led to additional successful monthly campaigns.
Roofing Company Re-engages Prospects Successfully During Peak Season
Goals
A roofing company strived to achieve a high CTR despite the construction industry not seeing great success in digital advertising as work typically occurs in the field rather than behind a screen. They were looking to engage roofing contractors during peak roofing seasons.
Solution
AdDaptive created a strategy that not only targeted the client’s unique audience but re-engaged those users through peak selling season. AdDaptive suggested including B2B Sponsored Content in addition to B2B IP targeting to maximize CTR. Offline data was utilized to reach contractors within the construction industry, and online data was leveraged to re-target those users to further engage them with the brand.
Results
Leveraging online and offline data, B2B Sponsored Content, and retargeting led to above-industry-average CTR during four one-month campaigns (0.18%, 0.20%, 0.20%, 0.14%). Retargeting produced organic traffic on the client’s website and cross-device capabilities provided an opportunity to serve impressions to a business despite the lack of online exposure typical of this industry.
Utilities Company Builds New Service Awareness Among Current Customers
Goals
A gas and electric company sought to increase awareness surrounding a new service, re-engage their current clients, and inspire them to upgrade their current plan.
Solution
AdDaptive deployed a customized targeting strategy to re-engage the company’s existing clientele by onboarding a list of companies to target through Account-Based Marketing. Display and video media types were combined to strengthen the campaign impact and achieve maximum optimization.
Results
The client was pleased to see the brand awareness AdDaptive had spread among the desired audience. The campaign succeeded in promoting the brand’s new product and services to existing clients, motivating them to take advantage of the upgrade promoted in the ad campaign.
Leverage Re-engagement to Make a Powerful Impact
The buying process has historically been long with multiple touchpoints to move multiple stakeholders through the funnel. Being able to accurately re-engage your audience opens the door for high-quality interactions and a more personalized buying experience for your prospects. AdDaptive is proud to offer word-class targeting measures that can reach and engage unique audiences more than once with the right message and the right time.
That’s the AdDaptive Advantage.
Ready to speak with a digital advertising expert? Book a meeting below.
