Targeting Difficult to Find Consumers

Targeting Difficult to Find Consumers

 

The Challenge

A leading fashion retailer was looking to engage a very specific target:

• Hispanic Females
• Age 18 to 49
• Income below $40,000
• Spanish speaking dominate
• Living in a major metropolitan area within 12 zip codes

The Strategy

 

Use the PNS multi-layer Targeted Display program to reach the targeted consumer:

• Geographic targeting to isolate the desired zip codes
• Demographic targeting to identify Hispanic Females, age 18 to 49, with income of $40,000 or less
• Target web sites primarily with Spanish Content 
• Overlay behavioral targeting focusing on shopping interests
• Use Keywords and Phrases to dynamically insert ads into articles that contained content matching the Keywords Utilize Mobile Advertising

•Hispanics Lead as Web Users Who are Truly Mobile-First

A/B Testing

Two sets of creative were used:

• One set of creative was focused on branding with a special price on a fashion item
• The second creative promoted a Register to Win a Valentine’s Giveaway
• The campaign was launched with 50% of the impressions targeted to desktop, 50% targeted to mobile
• The creative message between the two platforms were identical

 

 

Results

 

The first objective was to out perform a national average CTR of 0.05% - 0.08%, then optimize weekly towards better results.

 

After the first week we learned:

• The Mobile response far outperformed Behavioral, Content and Keyword Targeting 
• Average CTR for the overall campaign was 0.40%
• Mobile 0.46%
• Keyword 0.16%
• Content  0.11%
• Behavioral  0.00%*
  

Creative  

Across both platforms the “Register to Win” creative performed well:

 

•Mobile   0.38% CTR

•Desktop    0.37% CTR

 

However, the Mobile platform (0.37%) clearly outperformed the desktop (0.12%)  with the branding creative

 

 Findings

 

The mobile results clearly validate the research showing the propensity of  Hispanics to use mobile access for the internet over desktop

• However, the creative using “Register to Win” resonated with all consumers
• The branding creative works best on the mobile device

The PNS Digital optimization reallocates impressions based on predetermined results. In this case CTR. While the initial plan was to allocate the impressions 50% / 50% between desktop and mobile, the short campaign timeline (7 days) required us to push impressions to the mobile platform due to superior CTRs. 

From a research prospective it would have been interesting to see if the results held up if we forced the 50% / 50% distribution plan. But campaigns are measured by results, not research!

More to follow as the campaign unfolds.