Global Telco Leverages Search Intent to Drive New Network Customers
Global Hotel Chain Leverages Search Intent to Increase Website Traffic and Bookings
June 6, 2022
The Publisher Brief Compendium
October 18, 2022This case study focuses on a global telco which leveraged The MediaGrid's unique Search Intent feature to realize a 32% improvement in cost-per-click (CPC).
The problem
Consumers are more connected than ever before, with twenty-five connected devices in the average US household.
As customers look for new services to support their needs, a global telco provider recognized the need to package curated private marketplace deals which allowed for highly-targeted digital advertising tactics to achieve both efficiency and ROAS.
The solution
Using The MediaGrid’s proprietary Search Intent Targeting solution, the telecom company was able to choose specific search terms and search recency to create an audience segment associated with those consumer intent signals.
This allowed them to raise brand awareness and find consumers in-market for a new cellular provider or a new device. The advertiser used a combination of brand and non-brand search terms as well as product-specific terms like iPhone 12 and Android, to create Search Intent audiences, then combined these audiences with inventory to create curated private marketplace deals that could be activated within their preferred DSP.
The MediaGrid helped this brand advertiser to exceed their overall campaign conversion goal. As a result, the curated deals created within The MediaGrid drove a 32% efficiency in cost-per-click (CPC), outperforming other targeting strategies. The campaign was able to achieve a $15 cost-per-acquisition (CPA), which outperformed the campaign CPA goal by 25%.
