MEDIATA was asked to produce an effective three month online campaign for a leading Australian Life Insurance provider. The client already had a retargeting strategy but wanted to prospect, in a cost effective manner, for new customers. This was a performance campaign with an aggressive ROI target.
By placing pixels on the client’s home and conversion pages, MEDIATA began building a deep understanding of the target market. This pixel data helped shape the Lookalike Audience. This is where users visiting an advertiser’s website are tracked and contrasted against our existing database.
Profiles with a similar DNA are then targeted to ensure advertising is focused on highly attractive prospects only. To ensure activity was running from the onset, several Packaged Audiences were chosen by the client that best represented their audience needs.
The campaign optimisation occurred in real-time on our platform, phasing out those users and publisher properties that were not performing on a conversion basis. Our team of Campaign Managers also checked performance daily, adding invaluable human insight to the proceedings.
Results & Analysis
The client’s aim was to get a positive ROI (over 100%). MEDIATA delivered an average ROI of 446%. This was significantly beyond campaign expectations and placed MEDIATA as the top performer, almost twice as efficient as the next competitor.
This result was achieved without retargeting. This demonstrates the strengths of the MEDIATA platform at identifying prospecting for new performing audiences, not just as a retargeting platform.
Overall, the data collected on the client’s website, coupled with MEDIATA’s unique audience data was the key to the campaign’s success.
Graph 1: Overall ROI (%) Against Competitors
MEDIATA are reliably our top performing partner in this sector.