Brand programs drive new customer acquisition. And while growing your market is the goal for many brands, it carries elevated risk. Risk we mitigate through effective targeting, timing, and channel selection.
The first step in our process involves studying data acquired from evergreen campaigns. Analysing existing data allows us to know who we must target to achieve the greatest potential for market growth.
Data also helps inform the timing of campaign bursts, as does the alignment to world events, further bolstering brand relevance, as was evidenced in our award winning ‘straight outta’ campaign for Beats By Dre.
Along with timing, the selection of the right media mix to best communicate with our identified audience is imperative to brand campaigns. Even after launch, campaign performance data helps us refine and adapt media and messaging to improve results further.
Also, we use a variety of proprietary processes to eliminate media waste via geo-targeting, suppression, ad fraud, viewability, and device targeting through media partners. Thus ensuring that the weight of reach and frequency manifests where it has the highest level of success.
In the last 12 months, we have executed more than 500 unique private marketplace deals and have frequently achieved new customer rates greater than 90%.