Case Study: A Leading Consumer Cataloger
Cataloger finds sales and acquisition success via third-party programmatic advertising
This midwestern consumer catalog leader is well-known for its cards, gifts, helpful household items and unique food products. As a fairly traditional marketer, it was exploring the most effective ways to expand its reach using various digital channels.
To generate additional sales and acquire new customers, d3 recommended the cataloger test programmatic advertising in subscription-based email newsletters. Because these email newsletters are opted-in by a favorite brand’s customers, they enjoy high open rates.
Ad placement in third-party emails is a unique premium display channel of over 2,000 brands and publishers that regularly deploy high-value content to subscribers. These are the emails consumers look forward to and welcome into their in-boxes, allowing advertisers to reach their target audience when they’re highly engaged using real-time optimization to dynamically serve up offers when an email is opened. In this environment, unlike other display channels, advertisers pay only for the impressions that are rendered in an email that is opened.
The cataloger ran several campaigns for two seasonal items — a personalized holiday greeting popular for gift-giving by older consumers, and a gourmet candy product. In addition to the programmatic advertising for these items, the marketer also tested dynamic product retargeting. When a shopper viewed a certain product on the website, they received an ad for that product in their next email.
Both tests were deemed a success. The programmatic advertising campaign generated over 2,000 orders for the two seasonal items during peak holiday buying. Dynamic product retargeting drove nearly 600 orders and $18,000 in revenue, plus an additional 2,500 post-view conversions.
Based on the success of the test, the cataloger has continued dynamic product ad retargeting in fiscal 2018 and is delighted to be seeing similar activity.