Major Regional Grocer Exceeds Video Performance Goals with Native Contextual Targeting
Overview
Reaching New Qualified Shoppers
The grocer challenged Simpl.fi to increase their reach across a regional footprint consisting of five states and six designated market areas (DMAs). The client wanted to reach new customers while comparing the use of provided audience segments versus Simpli.fi’s propriety category contextual advertising solution.
First, the client provided audience segments to Simpli.fi in order to target potential new shoppers with native display and native video creative, as well as suppress irrelevant users. Simpli.fi worked with the client to optimize the audience segments by whitelisting domains and executing certain segments in order to reach new shoppers.
The client then utilized Simpli.fi’s proprietary contextual targeting solutions to reach potential new customers who were viewing specific online content in the following categories: Food & Drink, Shopping, Society, and Arts & Entertainment. Simpli.fi optimized the data, controlling group suppression and reducing overexposure to the targeted audiences across both native display and native video creative.
Expanding Reach
With a tight regional footprint and targeting limitations, the team closely monitored the campaign to maximize reach and performance. Simpli.fi optimized towards “pause out-of-view” video, which helped surpass CTR and VCR goals. Simpli.fi also compared the results of the provided audience segments to the use of the proprietary category contextual targeting solution.
Throughout the campaign, results consistently showed Simpli.fi’s proprietary category contextual targeting yielding a 0.33% CTR and 87.4% VCR, greatly outperforming the audience segments’ 0.22% CTR and 73.3% VCR. The client continued to see strong performance from the category contextual targeting tactic throughout the remainder of the campaign as Simpli.fi optimized towards specific contextual categories.