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Reducing your CPA with Geo-Contextual Targeting

27 July 2021, Tuesday | By: Giulia Grazzini
5 min read
Adsquare London Office Location

About Giulia Grazzini

Giulia is the Senior Marketing Manager of Adsquare. Originally from Italy, she landed in Berlin after many years in the City that Never Sleeps and in beautiful Sydney.

Our Proximity Targeting campaign with Adsquare enabled us to reach our target audience leading to 7.1k impressions and a CPA of £1.18. Thanks to Adsquare’s Footfall Measurement solution we were able to optimise the campaign in real-time, continuously lowering the CPA.
James Loyd, Programmatic Director Zenith

Adsquare is the global Audience & Location Intelligence Company. We’re empowering companies around the globe to accelerate business growth in the new era of consumer privacy by staying at the forefront of data-driven marketing. Learn what we can do for your business with this short client success story. If you’re keen to learn more about our solutions and use cases, please check out our whitepapers as well. 

Media agency Zenith and their client, a multinational home appliances manufacturer, wanted to drive more in-store sales through online campaigns. The advertiser needed to engage with more innovative and data-driven marketing strategies in order to run an effective campaign and measure the performance beyond the traditional online campaign KPIs.

Zenith worked with Adsquare’s 2D polygon places data and activated it in their client seat of The Trade Desk in order to target users in proximity of desired department stores across the UK – the ideal tactic for successful drive-to-store campaigns. In addition, Zenith leveraged Adsquare’s independent Footfall Measurement solution to attribute store visits to the corresponding advertising campaign and understand its effectiveness in real-time, whilst the campaign was running.

On behalf of the advertiser, Zenith was able to optimise the campaign whilst it was running by analysing foot traffic of exposed users and comparing it against a control group of users. The corresponding uplift metrics haven been displayed directly in the UI of The Trade Desk to act upon accordingly if required. The results exceeded the original campaign goals, having generated 1.7M impressions, 7.1K conversions, a moderate CPA of £1.18 and last but not least, of course, more sales.

If you’re looking for a media agency partner, check out Zenith Media. If you have any questions or inquiries, don’t hesitate to reach out to us.  

About Giulia Grazzini

Giulia is the Senior Marketing Manager of Adsquare. Originally from Italy, she landed in Berlin after many years in the City that Never Sleeps and in beautiful Sydney.

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