Programmatic Lift Strategy

More and more brands have been buying media programmatically instead of through our sales team.  Zoom Media was projecting to more than double our sales through this channel in 2019.  Much of our backend focus in the last couple years has been hooking up our ad inventory to the major DSPs.  I was tasked to create the media selling strategy to increase awareness of our digital integration and how you easy it is to activate your media buys in health clubs. 

We started with the term “Digital Engaged” and started building the PPT as the base because it would have the most copy and establish the tone for the entire campaign.  Next I worked on a video that could be linked to in a client email that you can see below.  I then built a landing page that told a concise easy story about our audience and why you should buy us digitally.

Once the assets were built we targeted two media buys that would engage our target audience.  We spent a little under $20k through sponsorships of newsletters and display ads in major Media publications.  The campaign ran in October 2018.  The display ads did really well and bested benchmarks by 60% on CTR. Our client outreach has broken through with a couple of Digital Buying teams.  As the campaign seemed to only bring in modest gains in the second quarter of 2019 as we were expecting to see some lift, the third quarter has been extremely strong programmatically.