Case Study: Programmatic Display Campaign for Taco Bell

    Objective: 

    Taco Bell aimed to increase brand awareness and drive foot traffic to its stores by promoting its new menu targeting young customers aged 18–34.

    The goal was to achieve high engagement rates while maintaining a cost-effective advertising spend.

 

    Strategy:

    

    Audience Targeting

  • Behavioral Targeting: Identified potential customers based on their browsing history, food preferences, and dining habits.
  • Geotargeting: Focused on individuals within a 5 km radius of Taco Bell locations to encourage store visits.
  • Contextual Targeting: Displayed ads on food-related websites, mobile apps among the target demographic.

 

    Programmatic Execution

  • Utilized Demand Side Platforms (DSPs) to automate ad placements across a variety of channels, ensuring maximum reach and cost efficiency.
  • Retargeted users who engaged with Taco Bell's website or app with exclusive offers.

 

    Measurement Metrics

  • Impressions, clicks, and engagement metrics for display ads.
  • Conversion rates from online interactions.
  • Incremental sales data to evaluate ROI.

 

    Results:

 

    Engagement Metrics

  • Achieved 50 million impressions across key platforms within the campaign period.

  • Click-through rate (CTR) of 0.8%, significantly higher than the industry average.

 

    Sales Impact

  • Promoted items saw a 25% uplift in sales.

 

    Cost Efficiency

  • The programmatic approach reduced the cost-per-click (CPC) by 35%, optimizing the ad spend while maintaining reach.

Case Study: Programmatic Video Campaign for Sanyo

    Objective:
    Sanyo aimed to increase brand awareness for its new line of energy-efficient home appliances.

    The targeting was environmentally conscious consumers aged 25–45 in the United States.

    The campaign's goals were to achieve a 30% lift in brand recall and a 20% increase in click-through rates compared to past campaigns.

 

    Strategy:

 

    Audience Targeting

  • Leveraged first-party data from Sanyo's customer database and third-party data from programmatic platforms to build a comprehensive audience profile.
  • Focused on high-intent segments such as homeowners interested in sustainable living and those researching energy-efficient products.
  • Used geo-targeting to prioritize regions with incentives for energy-efficient appliances.

 

    Creative Development

  • Developed three video ads highlighting key features of the product line:
    • A 15-second teaser showcasing the sleek design and energy efficiency of Sanyo appliances.
    • A 30-second product demo emphasizing ease of use and cost savings.
    • A 60-second narrative ad showing a young family reducing their energy footprint with Sanyo products.

 

    Programmatic Execution

  • Used a demand-side platform (DSP) to bid on high-value inventory across premium video publishers.
  • Employed real-time optimization to adjust bids and targeting parameters based on performance data.
  • Retargeted users who watched 50% or more of the video to drive them further down the conversion funnel.

 

    Measurement and Analytics

  • Monitored metrics like view-through rates (VTR), completion rates, and post-click engagement to assess performance.
  • Conducted A/B testing to optimize creative and messaging.

 

    Results:
 

    Engagement Metrics

  • Video Completion Rate: 84%

 

    Conversion Performance

  • Landing Page Visits: Increased by 35% during the campaign period.
  • Sales: Online sales of Sanyo's appliances rose by 18% month-over-month, with a notable 22% lift in regions where geo-targeting was applied.

 

    Cost Efficiency

  • Reduced cost-per-click (CPC) by 12% compared to previous campaigns.
  • Achieved a 20% better return on ad spend (ROAS) than traditional media buys.

Case Study: Programmatic Native Campaign for Volkswagen

 

    Objective:

    Awareness and drive engagement for the launch of their latest electric vehicle. The primary goals were:

  • Educate potential customers on the benefits of the vehicle.
  • Position Volkswagen as a leader in the EV market.
  • Drive test-drive bookings through engaging, contextually relevant content.

 

    Strategy:

 

    Programmatic Native Advertising
    We used DSPs specialized in native advertising to deliver targeted, in-feed, and contextually relevant ads across premium publishers.

 

    Targeted Audience Segmentation


    Using data-driven insights, Volkswagen identified key audience segments:

  • Tech urban professionals interested in sustainability.
  • Car enthusiasts exploring the EV market.
  • Families seeking practical and eco-friendly transportation.

 

    Content Creation
    Native ad creatives were designed to seamlessly blend with the editorial style of publishers. They included:

  • Branded Articles: Educational pieces highlighting the vehicle's features, range, and benefits of EV ownership.
  • Video Stories: Short, dynamic videos showcasing the vehicle in action, focusing on design and innovative technology.
  • Interactive Ads: Test-drive locators embedded within the ad units.

    

    Retargeting & Sequential Messaging
    Implementation of retargeting to re-engage users who interacted with the initial campaign. Sequential messaging moved users along the journey:

  • First touch: Awareness content on EV benefits.
  • Second touch: Deep dives into the vehicle’s unique features.
  • Third touch: Test-drive booking CTAs.

    

    Execution:

  • The campaign was executed on a mix of premium and niche platforms, including automotive blogs, tech sites, and green living magazines.
  • A/B testing was conducted to optimize headlines, images, and formats.

 

    Results:

 

    Engagement Metrics

  • Click-through rate (CTR): 1.2%
  • Average time spent on branded content: 2 minutes 45 seconds.

    

    Conversion Metrics

  • 20% increase in Volkswagen’s website traffic from targeted segments.

 

Case Study: Programmatic Audio Campaign for Vodafone

 

    Objective:

    Position Vodafone as a leader in connectivity and innovative mobile solutions while increasing subscriptions to its 5G services.

 

    Challenges:

  • Audience Fragmentation: Reaching a highly diverse and mobile-first audience with personalized, relevant messages.

  • Brand Perception: Differentiating Vodafone from competitors in a saturated telecom market.
  • Multi-Device Context: Ensuring seamless messaging across devices and platforms.

 

    Strategy:

    We adopted a programmatic audio strategy delivering dynamic audio ads personalized to listeners based on their demographics, location, and interests.

    

    Creative Execution:

 

    Targeting parameters included: genre preferences, time of day and location-based offers.

  • Contextual Targeting: Ads were placed on platforms like Spotify, Deezer, and popular podcast networks.

 

    Results:

 

  • Reach: Vodafone reached over 5 million unique listeners across multiple platforms within four weeks.
  • Engagement: The click-through rate (CTR) for interactive audio ads was 0,75%
  • Subscription Growth: The campaign drove a 25% increase in 5G plan subscriptions, exceeding initial projections.