by Missy Steiner | Mar, 2021
SUCCESS STORY
Bidtellect Top-Performance Partner in IDL Test in Preparation for Cookie-Less Future
As the future of cookie-based identification looms closer, this longstanding technology client “future-proofed” their digital strategy with a multi-partner performance test.
OBJECTIVES
A Global Tech and Business Enablement Solutions provider and longstanding Bidtellect client wanted to continue their focus on valuable mid- and lower funnel actions. To gauge future performance, Bidtellect was one of three partners (and only non-omnichannel DSP) selected to run the newly created LiveRamp’s IdentityLink audiences thanks to Bidtellect’s 1:1 integration with LiveRamp and privacy-first architecture.
Engagements – 85,000+
Viewability ~ 70%+
CTR ~ .4% +
CHALLENGES
Testing constrictions included:
- Use of IDL enabled audiences consisting of past site visitors and current non-customers ONLY – no cookie-based audiences leveraged, as this is to be considered a “pressure test” for marketing continuity
- Current cookie-based strategy continuously exceeds performance benchmarks, thus a successful test can only be declared if performance matches or exceeds the levels of current campaign(s)
- Multiple suppression audience groups
- Mid-Flight introduction of new prospecting audience consisting of current clients within various stages of an “upsell” sales cycle.
- + 70% viewability monitored daily
SOLUTIONS & TACTICS
After ingesting (by way of 1:1 integration with LiveRamp) the custom IDL audience groups and suppression cohorts, Bidtellect deployed specific messaging “talk-tracks” along with elements of the brand’s original content aimed at driving engagement with known valuable business prospects. Bidtellect then repeated the process and targeted specific existing client groups to actively upsell enhanced product offerings.
Even when working with defined audience groups, Bidtellect was able to achieve strong performance week-over-week by leveraging proprietary bidding and optimization technologies that incorporate non-identity signals and contextual clues.
RESULTS
Bidtellect was identified as the leading platform (ahead of omni-channel) within the first full 30 days of the multi-partner test and in the Company’s post-campaign performance audit across multiple data sources. Despite potential shifts in the future, the Company felt renewed confidence that performance continuity will now exist in their digital marketing efforts.
by Missy Steiner | Feb, 2021
SUCCESS STORY
How A Government-Led Agency Turned Content and Context into a Main Performance Tactic Thanks to Bidtellect
A San Francisco-based agency focused primarily on midmarket and government accounts originally tapped Bidtellect three years ago to develop a strategy for an anti-smoking health organization.
OBJECTIVES
Initially working in broadcast across radio and TV, the client quickly realized the benefits of working with a native contextual partner, particularly when it came to performance and time on site goals.
SOLUTIONS & TACTICS
Bidtellect quickly reached performance goals using a combination of:
- Contextual targeting within News, Science, Health, Family and Parenting and Education.
- Behavioral Targeting
- Zip Code Heavy ups
As the vaping epidemic took hold, the team recommended a content-first approach to educate the risks of vaping to parents and to adults was necessary due to the knowledge gap. Over the course of 2020, Bidtellect also communicated the risk factors associated with being a smoker and COVID-19.
RESULTS
An Always-On Partnership.
Native has become a key strategy for communicating with smokers and vapors. After testing with multiple partners, Bidtellect remains the leading native partner. Bidtellect delivered on a second government brand to capture audiences across multicultural, LGBTQ and African-American audiences. Bidtellect was chosen due to our history of leading performance across government-run partners and world class service.
Bidtellect continues to surpass performance goals and requirements and will now have two always-on government run agencies, both of which are in the health space.
by Missy Steiner | Nov, 2020
SUCCESS STORY
Leading CPG Brand Achieves 85% Video Viewability Rate, Surpassing Industry Average by 40%
A leading wholesale retailer turned to Bidtellect to shift their social media budget outside the walled gardens. The move not only quelled their concerns over brand placement next to user-generated content and polarizing ad environments but surpassed their goals by 30%.
OBJECTIVES
A leading CPG brand turned to Bidtellect to reach food and cooking enthusiasts to promote a new salad dressing.
- Primary Goal Viewability: 70%
- Secondary Goal VCR: 65%
SOLUTIONS & TACTICS
The team set video lengths at :25, :36, :40, and :45. The Bidtellect team made several site- and ad-level blocks based on low VCR and Viewability performance. Additionally, we optimized to best-performing creative, such as the top performer: a roasted cauliflower steak recipe with 87% Viewability.
RESULTS
Bidtellect achieved 85.29% Viewability, surpassing the primary Viewability goal by 15% and the industry average by 40%. We surpassed the secondary VCR goal, as well, achieving approximately 70% VCR, and even surpassed the contracted Average Cost per Complete View rate, averaging $0.02 compared to the contracted rate of $0.16. Desktop achieved the most scale and strongest viewability, while Monday proved to be the strongest day for VCR and Wednesday the highest Viewability Rate.
Total Number of Video Views
Average Cost per Completed View
Device with Strongest Viewability and Most Scale: Desktop at 88.50%
Best Day of the Week: Monday (Strongest VCR) and Wednesday (Highest Viewability Rate)
by Missy Steiner | Nov, 2020
SUCCESS STORY
Multinational Tech Company Podcast Success with Bidtellect
A multinational technology and software company wanted to maximize their newest digital channel: their president’s podcast. Thanks to a combination of contextual and behavioral targeting across all devices and ad units, Bidtellect’s Native platform successfully surpassed the CTR goal by 42% and the cost per click was 74% lower than the objective.
OBJECTIVES
The company sought to drive traffic to their newly launched podcast featuring their president. To measure campaign success, the goals were podcast listens and downloads, traffic to the podcast landing page, and impressions/clicks.
SOLUTIONS & TACTICS
Bidtellect utilized Native contextual and behavioral targeting campaigns across all devices and ad units to reach primarily tech influencers in the wireless industry and OEMs in the U.S. and Europe.
RESULTS
Bidtellect performed the goal throughout the entirety of the campaign. The Contextual campaign drove the lower CPC while Behavioral drove the best CTR. In-Feed Desktop outperformed all products and devices from a CTR and eCPC perspective. Sundays and Tuesdays are driving the strongest CTR of all the days of the week. Top-performing contextual categories include Technology & Computing, Sports, and Hobbies & Interests.
by Missy Steiner | Nov, 2020
SUCCESS STORY
Financial Services Client Leverages Bidtellect Through the Purchase Funnel for Checking & Savings Campaign
A major financial services partner leveraged Bidtellect’s platform capabilities for native display and video needs, tracking CPA, CTR, and VCR goals. Bidtellect surpassed all goals and saw a total of 393 conversions to the confirmation page of checking and savings accounts openings – completing the purchase funnel.
OBJECTIVES
- CTR .25%
- VCR 72%
- CPA <$60
CHALLENGES
Given the current global situation (coronavirus), Bidtellect was only able to run 1 of the 4 videos.
SOLUTIONS & TACTICS
Bidtellect’s performance team made constant adjustments throughout the campaign to optimize performance: lessened spend on Sundays given its higher CPA than all other days of the week, made numerous placement blocks across all campaigns based on no conversions, low CTRs, & low VCRs (depending on tactic), and shifted some of the budget out of the consideration keyword campaign into the consideration behavioral campaign.
RESULTS
Bidtellect completed the campaign with an impressive .55% CTR and had the majority of scale driving over 2.5K clicks to the landing page. Bidtellect completed the Video Awareness campaign 18% above goal with a 90% VCR and a $0.02 Cost per Completed View. In addition, Bidtellect saw a total of 393 conversions from the confirmation page using the conversion placement only, 142 of which were new clients. Client conversions came from various checking and saving account opening options.
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