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DMA 2013 When Worlds Collide

The document summarizes two marketing tests conducted by MWV to increase brand awareness using digital advertising. The initial test targeted preferred customers and achieved over a 70% lift in brand awareness. The second test used a broader universe and achieved over a 200% lift in brand awareness exposure. MWV saw effective targeting, control of spending, and a scalable branding approach. Next steps include monitoring metrics, evolving creative, and converting interest into business leads.

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allan61
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33 views23 pages

DMA 2013 When Worlds Collide

The document summarizes two marketing tests conducted by MWV to increase brand awareness using digital advertising. The initial test targeted preferred customers and achieved over a 70% lift in brand awareness. The second test used a broader universe and achieved over a 200% lift in brand awareness exposure. MWV saw effective targeting, control of spending, and a scalable branding approach. Next steps include monitoring metrics, evolving creative, and converting interest into business leads.

Uploaded by

allan61
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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When Worlds Collide

Moses Foster, WCG


Kimberly Dickerson, MWV
Eoin Townsend, MediaMath

ROI is in our DNA

Packaging
solutions for
the worlds
largest brands

EMPOWERING THE
NEW BREED OF
MARKETING
PROFESSIONALS

Goals

Increase MWV
brand awareness
10%

Increase MWV
brand awareness
Drive right
prospects to
MWV website
Executives
Brand Managers
Prospective Employees

The Initial Test

B2B
Audience

Client

Agency

Partner

The Initial Test


Creative

The Initial Test


Results

Achieved
greater than
70% lift

Pre-campaign

The Initial Test


Survey

The Initial Test


We saw that we could:
Target preferred customers
effectively
Control our marketing spend
Create a scalable branding
approach for a B2B marketer
Move the needle on awareness

The Second Test

The
Whole
Universe

Client

Agency
Partners

The Second Test


Creative

The Second Test


Results

Exposed

(after viewing MWV ad)

Achieved greater
than 200% lift

Control

(prior to viewing MWV ad)

A Very Efficient Program


CTRs are better than the industry
average.

Online Ad
Networks

B2B Average
5.0bps

Achieved
+58%

A Very Efficient Program


We are also driving the right type of
traffic to our site.
100
Mid
9%

Large
7%

Mid-mgmt
30%
75

Micro 40%
X-Large
22%

50

25
Small 14%

F500
8%
0

Executive
43%

Non-mgmt
27%

Next Steps

Next Steps

This was incredibly exciting


for us and there are some
logical next steps

Next Steps

Monitor metrics and


economics

Next Steps

Continually evolve the


creative to combat
fatigue and maximize
performance

Next Steps

Make headway on
converting the interest
were stimulating into
business leads

Thank You

Questions?

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