private university - applicant push

Overview:

Division-D has long-standing relationships with colleges and universities due to our ability to drive both direct response and branding success.

example:

Business School of a Private University

OBJECTIVE:

Increase site traffic and drive qualified applicants for the college’s MBA program. The client monitored for initial engagement by way of CTR, as well as lead generation related to application submission.

TARGET:

Adults age 24+, with an interest in career advancement and post-graduate options in select DMAs.

STRATEGY:

Targeting: Division-D utilizes both 1st and 3rd party data to ensure each ad is effectively placed in front of a relevant audience. 1st party, cookie-based data, from our publisher partners and past higher education campaigns was implemented, along with 3rd party data behavioral segments from providers like Blue Kai and eXelate. The ads were delivered to relevant users on national and local news sites within select DMAs.

Placements: This campaign incorporated a mix of standard and high impact formats, including: cross-platform display, interstitials, and rising star billboards.

Optimizations: Division-D’s full-service approach includes a dedicated account optimization team, whose purpose is to monitor pacing, identify performance trends, and optimize campaigns towards each client’s KPIs. Our team identified that desktop devices drove more clicks and actions during the workday, while mobile placements performed stronger after work hours.

OUTCOME:

The campaign consistently delivered strong CTRs and increase site visits for the brand. The client also reported an increase in in-store product sales within the markets targeted throughout their digital campaign.

FINANCE - LENDING INSTITUTION

Overview:

Among our network’s financial clientele, an interest in refined location targeting and physical conversion data has driven the usage of both Device-ID Lookback Targeting and Foot Traffic Studies.

example:

A regional bank

OBJECTIVE:

The campaign was intended to drive prospective customers to the brand site and branch locations where they could explore the benefits of the bank’s mortgage product. Core KPIs included both CTR and increased foot traffic in both locations.

TARGET:

Adults age 25-54, seeking financial assistance for mortgage loans throughout the state. The bank was also interested in pursuing existing customers of competing financial institutions in an effort to sway them to explore other banking and loan options.

STRATEGY:

Targeting: Division-D crafted a multifaceted targeting strategy customized to the client’s needs. This brought geographic, demographic, behavioral, and contextual data together, with leading Device ID Lookback Targeting. For the former, we implemented zip code targeting, along with segments to identify new home buyers and in-market home buyers. The client selected to target devices that had visited competitors’ branch locations and drive them to visit their location.

Placements: The campaign was executed across our fully scalable cross-platform display network.

Optimizations: Division-D assessed both click and foot traffic data in optimizing this campaign to top sites, ad dimensions, and times of day.

OUTCOME:

The client was impressed with our ability to generate quantifiable results for both online and in-person engagement.

Branding Awareness - health care

Overview:

Division-D has managed successful campaigns for a number of clients in the medical and healthcare industry. Our expertise includes both increasing brand lift and driving relevant users to a company website.

example:

Academic Medical and Research Center

objective:

Build local awareness about the medical center’s specialty offerings, with the ultimate goal of having local residents request additional information and book appointments through their website.

target:

Adults living within the local DMA.

STRATEGY:

Targeting: This campaign primarily focused on the granular geographic targeting to reach the client’s desired audience. As a network that specializes in placing local media buys, Division-D served as the perfect means for the client to streamline their digital buys within a narrow geographic scope. Outside of local media, the campaign also targeted Health & Wellness sites to maintain strong contextual alignment.

Placement: Preroll video on a Cost Per Completed View (CPCV) basis.

Optimizations: Our account management team optimized to ensure maximum video completion rates, while achieving a full and even delivery.

OUTCOME:

The client was impressed by our network’s commitment to both performance and flexibility in working on a CPCV model. This allowed for the client to maintain consistent user engagement while delivering targeted messaging to prospective patients.

event AWARENESS: international Non-profit

Overview:

Division-D has become uniquely qualified to develop successful digital campaigns for clients in the non-profit sector. Our wealth of past experience grants key insights to reaching the most promising users and eliciting engagement across both direct response and branding focused initiatives.

example:

International Humanitarian Organization

objective:

Drive attendance to six seminar events where people could learn about the organizations mission.

target:

Educated, Affluent adults living in each of the six hosting cities.

STRATEGY:

Targeting: Informed by the client’s parameters, Division-D sought to saturate the digital landscape of each city for the two weeks leading up to each location’s seminar. Within each of these campaigns, ads were run across news, radio, and TV sites and targeted to users with college educations falling into the demo categories of adults age 36-55, with HHI $75K+, and adults age 55-75, with HHI $100K+. We also layered on behavioral segments to target empty nesters, and those interested in current affairs and philanthropic involvement.

Placement: The campaign included cross-platform display banners with unique creatives for each city.

OUTCOME:

The campaign proved successful in driving attendance at each of the six seminar events. With Division-D’s account management team optimizing to site, ad dimension, and day part trending, the campaign continually achieved CTRs above industry standard.

presidential candidate

Overview:

Division-D’s local news presence has been an effective tool for clients seeking strong local market penetration. Our longstanding publisher relationships contributed to the success of a recent political campaign promoting a candidate in the Presidential Election.

example:

Presidential Candidate

objective:

Increase overall awareness of the candidacy, and drive quality traffic to the campaign website.

target:

Adults affiliated with a specific political party.

STRATEGY:

Targeting: The intense political divide occurring during the Presidential Election made reaching a highly targeted and relevant audience important in fulfilling campaign goals. Division-D layered on multiple targeting tactics that included state-level targeting, interest-based targeting, demographic targeting, and voter affiliation targeting.

Placement: With overall awareness being the primary objective of the campaign, the client ran cross-platform display units combined with more engaging units like interstitials and preroll video.

Optimizations: Dependent upon ad placement, Division-D optimized to increase CTR, VTR, Completion Rates, and Viewability. Our in-house account management team continually added in fresh inventory, while blacklisting sites that fell below performance benchmarks. Creative split-testing was also performed during the campaign’s duration to ensure ad spend was directed to top performing assets.

OUTCOME:

Both the CTR and completion rate averages were well above industry standard, and the client was pleased with the final outcome.

MULTINATIONAL CAR COMPANY

Overview:

We have run a number of highly successful brand awareness campaigns for high profile clients. By buying for and managing national branding initiatives, we have acquired valuable aptitudes and data running similarly focused campaigns. This experience allows us to analyze your goals and compare them against past campaigns and come up with a strategy that best suits your needs.

Example:

 Multinational Auto Company

objective:

  Promote July 4th Sales Event

target:

Brand Awareness: to promote the Northern California Auto dealerships

Strategy:

Target viewers through high impact takeovers that included a variety of standard display, rich media units and pre-roll video across a number of sites. We purchased homepage takeovers as well as 100% SOV site takeovers prior to the 4th of July holiday sales event. Inventory included newspaper, radio and broadcast TV sites in San Francisco, Sacramento, Chico-Redding, Monterey and Fresno-Versailles.

Outcome:

This campaign proved very successful in generating awareness and driving traffic to the dealerships. The auto company was pleased with the outcome and has since placed a number of similar sales event promotions with Division-D.

LOCALLY TARGETED: MAJOR US AIRLINE

Overview:

We have run a number of highly successful brand awareness campaigns for Fortune 500 companies including a number of clients in the airline industry. These campaigns range in type from direct response to branding focused.

Example:

High Profile Airline

objective:

Promoting Introductory Fares to 5 new airports

Target:

Primary: Awareness – to announce the arrival of all new service to the added markets and encourage bookings for the updated routes.

Strategy:

Target business travelers on local newspaper, broadcast and radio sites. Our longstanding relationships with local news publishers facilitate competitive pricing and premium placements on these news outlets to reach an engaged audience. News sites deliver an older, affluent audience which is a great audience to target for travel initiatives. We also used a combination of ad units for this campaign. With the sliding billboard units we were able to make a high impact. We used pencil ads and standard IAB ads to further engage the audience.

Outcome:

The airline saw an increase in site traffic and bookings (secondary goal to brand awareness) based on the traffic generated from the Division-D campaign. They continue to work regularly with Division-D to announce new routes and promote introductory fares.