Data-Driven / Programmatic
Data-driven / programmatic media is the application of data and technology to identify and match the right audiences to the right media at the right moments.
Apartments.com's goal was to build a brand and become a clear category leader. Rather than rely on limited and general category data, we put in place a learning-based programmatic marketing plan designed to identify high-value targets. The target identification gained from programmatic media impacted our entire marketing plan. The result was a 2x increase of website visits, a 63% reduction in Costs-Per-Lead, and moving from #4 to #1 in key brand measures. All in 6 months.
- Brand: Apartments.com
- Client: CoStar Group
- Agency: RPA
Serving What's Trending
We needed to reframe perceptions of Kraft Heinz declining dessert brands. Understanding how women's recipe seeking behavior changes daily with their social media feed, we realized they now have a taste for whats trending. Through precision targeting and automated messaging, we designed a dynamic programmatic solution that served micro-segments of Moms trending recipes we predicted would be most relevant to them using data. The campaign resulted in increased market share and brand favorability for Kraft Heinz dry packaged dessert brands.
- Brand: Kraft Heinz Dry Packaged Dessert Brands: Jell-O, Cool Whip, JET-PUFFED and Bakers Chocolate
- Client: The Kraft Heinz Company
- Agency: Starcom