25
Sep
2019

Case Study: Autism Advocacy Group Stands Out and Builds Awareness with Simpli.fi

09/25/2019

Along with national brands, agencies, and local media groups, Simpli.fi is proud to partner alongside those agencies who serve non-profit organizations in furthering the good work they are doing. In this case, our agency partner was working with a major autism advocacy group to raise awareness of both the disorder and their own efforts and services. However, non-profits like this one often face marketing challenges that for-profit companies do not. Thankfully, Simpli.fi had the unique blend of targeting solutions to reach the right audience with the right message.

In partnership with an award-winning digital media agency, Simpli.fi was able to utilize keyword-level search retargeting, site retargeting, and third-party geo-optimized audiences to reach a relevant audience of families that may be impacted by or interested in learning more about autism. After finding the right audience, Simpli.fi was able to reach users across a variety of devices with display, mobile, video, and OTT/CTV ads.

The results speak for themselves. After two months, the Simpli.fi team and the agency were able to drive nearly 20,000 direct visits to the organization’s website with a highly successful .25% CTR across all tactics.

Check out the full case study below for a detailed account of how Simpli.fi helped this non-profit raise awareness and reach the right audience with digital ads.

 

Awareness and Action

Recently, a major autism advocacy group was looking to spread awareness of the disorder and the organization’s services. However, non-profits and advocacy organizations often struggle with building awareness in a way that for-profit brands don’t. In today’s media landscape, experts estimate that consumers are exposed to more than 5,000 brand messages every day on average. With so many corporate messages competing for consumers’ attention and dollars, it can be particularly challenging for donation-based, service-minded organizations to stand out. Fortunately, Simpli.fi is uniquely positioned to implement behavioral targeting and help these types of advertisers find and reach the right audience.

The advocacy group was working with their advertising agency that specializes in running digital media campaigns for non-profits, advocacy organizations, and purpose-driven brands. The agency had recently partnered with Simpli.fi and knew that Simpli.fi’s unique targeting tactics would allow them to reach the right audience despite the challenges in non-profit advertising.

 

Finding the Right Audience

Simpli.fi, the agency, and the organization developed a blended targeting strategy to find and reach a relevant audience. In order to reach families that may be impacted by or interested in learning more about autism, the campaign featured keyword-level search retargeting, site retargeting, and third-party geo-optimized audiences. These tactics are ideal for reaching users at the top of the marketing funnel in order to drive awareness and send them to the website for additional information and ultimately take action.

 

Driving Action Across Devices

After finding the right audience, the campaign was designed to reach users across a variety of devices and media types, including display, mobile, video, and OTT/CTV ads. With Simpli.fi’s advanced cross-device graph, online behavior from desktops and mobile devices was used for OTT/CTV targeting by pairing users to certain devices and targeting across them. The utilization of multiple targeting tactics with keyword-level search retargeting, site retargeting, and geo-optimization applied across devices allowed the agency and organization to compare performance across each tactic and device, and for Simpli.fi to optimize the campaign in real time. Simpli.fi was able to shift budgets to the highest-performing campaign tactics and creative based on actual data and results. In fact, the advertiser decided to discontinue using third-party segments in favor of focusing on Simpli.fi’s optimized audience of users who were more likely to click on the ad.

Additionally, Simpli.fi shortened the recency window to ensure an ad was delivered within only one day of the user’s web action.

 

Results Indicate Increased Awareness

After two months, the Simpli.fi team and the agency were able to drive nearly 20,000 direct visits to the organization’s website with a highly successful .25% CTR across all tactics, greatly exceeding the industry average of .1%. An additional 37,000 viewthrough visitors were delivered an ad and then visited the organization’s website at a later time. Overall, the awareness campaign successfully reached a relevant audience and delivered nearly 8 million impressions.

Interested in using OTT/CTV targeting for your next campaign? Get in touch with us at hi@simpli.fi or contact your Simpli.fi representative.