FIRST-PARTY RETAIL DATA
Brands are constantly seeking ways to connect with shoppers throughout their purchasing journey, from product awareness to point of purchase. First-party retail data provides the valuable opportunity to precisely reach consumers with specific, tailored messaging.
Simpli.fi’s partnership with OpenX, which unlocks Walgreens Advertising Group data, delivers advertisers with access to data from the largest retail loyalty program in the U.S., consisting of more than 100+ million shoppers.
Recently, a national Medicare consultation company wanted to take advantage of this valuable data. They worked with their local cable company and Simpli.fi to run a programmatic advertising campaign to promote their services to Medicare-eligible seniors. The campaign strategy included utilizing retail customer data from Walgreens as well as Simpli.fi’s proprietary addressable targeting solutions to drive Medicare appointments.
REACHING WALGREENS SHOPPERS
The consultation company wanted to target an audience of senior citizens who recently conducted health-related purchases at Walgreens drugstores nationwide. Simpli.fi sourced a “health and habit driven seniors” segment from Walgreens Advertising Group based on their first-party data. Simpli.fi set up the campaign to deliver display ads to these exact users via an OpenX deal ID. The team launched the campaign to drive visits to the company’s website to book consultation appointments and download their complementary Medicare guide.
Along with taking advantage of the Walgreens Advertising Group data, the Medicare consultation company utilized Simpli.fi’s addressable programmatic solution to reach a relevant audience at the household-level. With Simpli.fi’s Addressable Audience Curation tool, an audience in real-time based on location data and by choosing from more than 3,000 demographic variables.
Their custom audience resulted in more than 200,000 addresses in the Las Vegas, Nevada DMA, reaching adults 65 years or older with an estimated household income less than $100,000, qualifying them for the country’s Medicare Insurance program. Simpli.fi’s Addressable Geo-Fencing solution then automatically matched each address to the specific boundaries of each property plat line and built geo-fence target zones around each household, allowing the Medicare consultation company to reach each mobile, desktop and tablet in the home with both display and video ads.
The three-month long campaign achieved an average click-thru rate (CTR) of 0.12% and drove numerous online conversions back to the client’s website. Throughout the campaign the Medicare consultation company saw an increase in appointments throughout the Las Vegas, DMA, highlighting the value of utilizing first-party data and household-level targeting to reach a specific audience with the right messaging.