by Nilou Alaghehband
http://www.mediative.caCASE STUDY: AUTOMOTIVE BRAND
The ChallengeLast year, we were running an audience campaign for one of our well-known auto client. The goal was to increase awareness on their new car and bring new customers to their site. The only success metrics that the client would encounter was the number of users who clicked on the ad and visited the site. Running the campaign, using our extensive proprietary auto data, we managed to deliver a significant number of impressions – a great indicator that the message is being delivered to car lovers. Nevertheless, from all those users very few clicked through the ad and landed on the advertiser’s website. Since this was the only metric that the client would measure the success of the campaign, we had to investigate how we can encourage our audience to click on the ad.