Case Study: Driving Product Awareness Through Contextual Vertical Segmentation

Challenge

A major financial services company needed to launch new products in a crowded space while gaining the attention of a niche audience. The company turned to Accordant Media to address these needs, with the additional requirement that we achieve a significant cost-efficiency improvement over their prior digital media experiences.

Solution

Accordant delivered a three-part solution, which included:
  • Planned, tracked and de-duplicated programmatic display alongside the client’s existing SEM activities. We combined
  • upfront buying with RTB efforts to streamline the campaign
  • Activated a niche, custom audience data-targeted campaign leveraging our Audience Optics™ DMP technology
  • Established a custom contextual vertical segmentation related to the client’s specific financial sites we could reach
  • in a cost-effective manner.

Results

Accordant delivered the integrated media buying solution and actionable insights that helped our client successfully generate greater investor excitement and activity around their important product releases.
  • Increased leads generated by 27% month-over-month
  • Decreased cost per lead (CPL) by 42% compared to client’s prior digital experiences