Shattering Google’s Ad Benchmarks: The Programmatic Advertising Revolution

How a British fashion label utilized the power of programmatic advertising to create a massive impact amongst its niche audience

Focusing on particular audiences can make your ads more appealing and boost click rates in your campaigns. When you show ads to people with specific interests and desires in specialized areas, you can connect with a more interested audience, get a better return on your investment, and run a more successful campaign. Programmatic advertising is a great tool to help you target these profitable niches. It combines the use of data analytics and artificial intelligence to make sure ads get seen by the right people, at the right time. These features are in turn beneficial for companies employing them as they require less effort, low budget, and result in high targeting which eventually reduces the overall cost of advertising. 

Diving Into the Success Story of a British Shoe Label 

A British fashion label noticed a declining interest in their brand from their target audience.  Only one in four consumers considered this brand for their next purchase. More aggressive and multi-faceted players like Adidas and Nike were gaining higher traction and taking the focus away from niche-targeting companies like this fashion label and gaining more market shares. The label aimed to regain its foothold in the market as the fashion pioneer in the footwear sector. This resolution came with the realization that their online presence would have to be made much stronger. 

The Solution

The fashion label took a poignant step to deploy programmatic marketing to create a cross-channel display campaign. The campaign would be aimed at building brand loyalty and driving repeat business among target customers. Local brand awareness was previously promoted through brick-and-mortar stores. The brand decided to further its reach through various digital channels and social media like Facebook and YouTube. The strategy involved highlighting the brand's core values of simplicity, value for money, non-conformity, and authenticity through video-led campaigns. 

The approach took a route that was not just aggressively pushing the products in the faces of the audience. The campaigns were designed to connect with the intended customer on a more empathetic and emotional level. The ads focused on portraying the brand value of the label and how it embraced customer relations. Ads on social media were tailored to specific demographics and interests, ensuring a relevant message. Premium placements across various channels provided a seamless brand experience.

The video campaigns were customized to align with the stage of the buying cycle the audience was at. Surprisingly, rather than immediately retargeting cart abandoners and purchasers, they were used to optimize lookalike audiences for prospecting campaigns. Thus, the label was able to reach out to a very niche segment of fashion consumers. 

The Consequences 

The results were remarkable. Clickthrough rates (CTR) exceeded industry benchmarks by 233% in the UK and a staggering 800% (CTR) in Germany, thereby also bypassing Google’s benchmark, which has only increased by about 16%. Engagement rates in the UK were 72 times higher than industry standards. The website of the brand saw an increase in the number of visitors, with 85% of unique visitors being pulled to the website through prospecting activities.

Contextual segmentation played a significant role, driving 36% of ad impressions and achieving the highest engagement rates (4.94% and 6.23% in the UK and Germany, respectively). As the retargeting pool grows, the campaign's effectiveness in targeting new customers is expected to improve further. This endeavor definitely emphasizes the importance of display in the overall purchasing journey. By using data insights and attribution through their platform, conversion rates for SEO and PPC grew significantly when combined with display campaigns. The average order value also saw a notable increase.

In summary, the programmatic display campaign was a resounding success. It rekindled brand awareness, resonated with values, and significantly outperformed industry benchmarks, ultimately driving business growth in a highly competitive market. Did you get the name of the footwear brand that managed to turn several heads with its out-of-the-box marketing strategy? 

BoxFresh!

Do you want to try Programmatic Advertising to see such impressive results? 

As established by the above case study, if your objective is to increase customer engagement by connecting and empathizing with them, programmatic advertising has the potential to become your front-runner! The secret to a successful campaign is to start small. Allocate a small budget to a pilot campaign and keep a close eye on the performance after its launch. Try to use a smart funnel for your audience to target the potentially most profitable consumers. If your KPIs are met, proceed by increasing your resources dedicated to the campaign. If not, then try tweaking a few variables. It is all a game of experimentation. You can take the help of experts in this field like 9MediaOnline. We are here to lend you the best tools in the business. 

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