Mar 5 2015 Jen Bassik Blog Programmatic Strategy #CentroInAction: Audience Buying Tune-up Driving a sporty or luxury car is a dream for many. With throaty engines and soft leather seats, cars can be a symbol of success. But what is a high performance car without good tires to keep it on the road? The same goes for digital advertising. Without good consumer traction, even the best campaigns can fall to the wayside. That’s precisely what plagued our latest client, a national luxury automaker. This automaker wanted to gain more attention from consumers looking to own a luxury car. In order to do this, it needed to drive traffic back to its website in an effort to improve two key metrics: ‘interest’ and ‘consideration.’ Both were pre-defined based on its potential customer’s website activity. But the company had a dilemma. They needed to find a partner who could outperform its previous campaign benchmarks. As a final challenge, the client wanted to see quick results, with a campaign runtime of just four weeks. The client called on Centro for its expertise and famous turnaround times in order to get the campaign out of the pit. With the limited run time of the campaign, advanced audience targeting and real-time optimization controls were an absolute must. In addition, it was imperative that Centro comprehensively cover the entire consumer sales funnel. The Centro team tapped into its audience buying solution where it used specific behavioral targeting tactics to reach consumers ages 25 to 54 who also have a household income of $100K+. In addition, the plan included tactics to re-target consumers who had visited the client’s landing page. To cap it off, the Centro team instituted contextual targeting to ensure that ads would run within content that was relevant. Centro’s audience buying solution exceeded the client’s requirements. Over the course of the campaign, the client witnessed a 50% higher ‘interest’ conversion and a 20% higher ‘consideration’ conversion. At Centro, we offer a modern approach to digital media. With over 13 years’ and 100,000 campaigns to our name, we leverage advanced technology, proven tactics, and industry expertise to build campaigns around the channels and platforms that drive the greatest results for our client’s specific business needs. People and technology are at the heart of Centro, and are the essential parts in every #CentroInAction story.