by Missy Steiner | Sep, 2021
National CBD Brand Achieves Max Post-Click Engagement With Bidtellect: 283% Above Average Time on Site
A powerful combination of context-driven technology and high-performance native ad placements drove cost-effective, qualified site visitors to this CBD brand’s content and product pages.
A national CBD brand advertiser wanted to reach potential customers, specifically by testing the performance of context-driven tactics beyond the click. To emphasize post-click performance and to validate qualified site visitors, the team set a primary goal of Cost Per Non-Bounced User, as well as effective CPA measurement from online product sales.
Cost Per Non-Bounced User: < $4
SOLUTIONS & TACTICS
Native ad placements driven by context technology resonate with the target CBD audience for two reasons. First, the native ads blend seamlessly into the content on the page; second, their relevance to the editorial subject matter encourages users to engage beyond the click: Health & Fitness, Nutrition, Men’s Health, Women’s Health, Sports Medicine, Food & Drink, Arts & Entertainment, News and Shopping. Finally, Bidtellect’s ability to optimize down to the placement level ensured ideal placement and cost-effective bidding for maximum ROI.
Bidtellect was hugely successful in driving qualified site visitors toward the CBD brand’s product pages, staying well below the Cost Per Non-Bounced User goal. In fact, Bidtellect achieved an average Time on Site of 149.43 seconds, 283% above average, along with strong frequency and minimal bounce rates.
As a result, the campaign was renewed for an always-on monthly partnership.
Cost Per Non-Bounced User
Average Frequency Per 30 Days
Average Time On Site (Secs)
Above Average Time on Site
by Missy Steiner | Jul, 2021
Bidtellect Case Study: Retail Chain Beats CTR Goal 2x with High Impact Units
A leading regional supermarket chain felt their SSP partner falling short when it came to scale and performance. Bidtellect maximized high impact creative units and vast SSP ecosystem to scale and surpass performance goals – building an exclusive Native partnership.
The Company was seeing only satisfactory results running their high impact creative units with a single SSP; it fell short when it came to scaling across their targeted geographic area, and they were underwhelmed when it came to customer service and reporting.
Previous SSP Partner High Impact CTR: 0.45%
SOLUTIONS & TACTICS
The Company shifted budget to Bidtellect for one quarter test. The team tested a variety of high impact units to run across Bidtellect’s vast ecosystem of SSPs and maximized reporting capabilities to adjust accordingly. Bidtellect found the highest success with Scroller units.
The campaign outperformed the previous partner and nearly doubled their previous CTR. This led to an immediate renewal and increased budget for the next quarter, and Bidtellect has since been their exclusive Native partner over the past year.
Bidtellect High Impact CTR
by Missy Steiner | Feb, 2021
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.
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.
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
Major Regional Grocer Exceeds Video Goals Thanks to Contextual Targeting
Even with a tight regional footprint and targeting limitations, Bidtellect surpassed Native Display CTR and Video VCR goals thanks to Pause Out of View Video and 3rd Party Contextual Targeting capabilities.
A major regional grocer sought to reach more customers more efficiently using native display and video through
- Primary KPI: Reach 60% & Frequency 4x Weekly
- Secondary KPI: Display: .30% CTR.
- Monitoring Viewability at 70%
- Video: 70% VCR, Monitoring Viewability at 70% and Use Pause Out Of View Video
Bidtellect had to contend with a tight regional footprint: 5 states and 6 designated market areas (DMAs), as well as several targeting limitations such as 2nd Party DataAudience Targeting, and utilizing activation and suppression of 3rd Party Data as well as Bidtellect Contextual Categories (Food & Drink, Shopping, Society, Arts & Entertainment), while managing to control group suppression plus an over-exposure audience.
SOLUTIONS & TACTICS
Bidtellect sorted the campaigns within 2P and 3P to show Native Display and Native Video campaigns. Throughout the campaign, results consistently showed 3P Contextual Targeting yielding a .33% CTR and 87.4% VCR, and the 2P data set delivered at .22% CTR and 73.3% VCR. While Bidtellect did continue to parse out the campaigns within News Whitelist and No News, we saw the strongest performance continue to come from 3P Contextual Targeting.
Bidtellect surpassed all goals, with mobile and tablet earning the highest performance across devices, and 3rd Party Data / Contextual Targeting outperforming 2nd Party Data.
Top performing CTR device for display: Mobile
Top performing VCR device for video: Tablet
Top performing CTR creative for display: Sandwich
Top performing VCR creative for video: Turkey
by Missy Steiner | Mar, 2020
Tourism Client Achieves 324.7% ROI on Hotel Bookings and Qualified Site Traffic
Native Advertising leads to full-funnel success thanks to Bidtellect.
A US State turned to Bidtellect to drive qualified traffic to their tourism landing page and accompanying content pages. The effort was part of a full-funnel goal to increase engagement, on-site actions, and hotel bookings. Bidtellect’s goals were part of an overall program initiative by the State to increase its hotel and motel tax revenue.
SOLUTIONS & TACTICS
Native placements resonated with the target audience by sitting within or next to relevant editorial content the consumer was already engaged in, leading to strong post-click performance and, ultimately, hotel bookings.
Bidtellect was hugely successful in driving qualified traffic towards the content pages, achieving a 0.45% CTR and a 7.0 Engagement Score*. As measured by Adara, Bidtellect drove ~1,500 hotel bookings at a Cost per Hotel Booking of under $35, along with 9,000 website conversions. The return on investment was an impressive 324.7% ROI.
Aside from a hotel booking engine, Bidtellect was the highest hotel booking partner – an impressive feat given the campaign’s KPIs were CTR and Engagement (not hotel bookings). Native Advertising coupled with winning placement and optimizations led to full-funnel success.