Different to performance based advertising, brand advertisers are conscious about brand safety. On top of this is about selecting the right audience-those who both have the interest in Mercedes A Class and fit into the audience profiles as required for the brand.
Compared to traditional buy, CPM cost was 15% lower, and overall CPC was 7% lower.
At the planning stage, we collect a week’s data for the following web users:
1. those who searched certain key words, such as audi A4, BMW X3, new cars, etc. Client helped to supply some of the keywords.
2. those who browsed certain websites, including car portal sites, client website and competing website.
Using these users as a sample, we examined their media habit and demographic profiles, by matching user IDs with those stored in ADirects DMP.
We recommended over 50 premium publishers for the campaign, including news portals, auto vertical sites and video sites. We used two criteria for the campaigns, audience with purchase interest, and those who fit into the demographic profiles for the brand. For the first segment, they were exposed to a test-drive message. The other segment was exposed to the launch message only. Frequency control was set at 3+ after de-duplication.