Boutique handmade eyewear maker RAEN wanted to get its extremely visual brand out to the masses in an effective way. The company also sought to target its ads, to get them in front of the right people — those who could relate to the brand and were therefore more likely to convert.
The company teamed up with programmatic video advertising and prospecting solutions provider FuelX in late 2015.
“We had been using Google and YouTube to promote our brand video and explored other options,” said Steven Johnson, RAEN Digital Marketing Manager. “But, we found it challenging to reach the right people and track the KPIs.”
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He was willing to give FuelX a trial run: “When I discover a service I think has potential, I like to test it out to see the results for myself,” said Johnson.
The test worked and the potential was realized; in the past four months, RAEN has seen a 2.3x return on its ad spending.
FuelX uses scoring technology that draws on a range of data sources to deliver the most relevant ads, by remembering a customer’s preferences and enabling tailored recommendations. Scoring technology also enables a better, more lasting relationship with a customer by tracking the characteristics not only of customers but of each of their devices, from laptops to tablets to mobile phones.
Painting A Picture
Scoring and profiling paints an anonymous yet unique picture of each customer. And unlike cookies, which users can delete, the way FuelX scores users is more effective because it generates profiles by remembering the many characteristics of a customer’s computer and mobile device.
According to comScore, about 30% of Internet users delete their cookies at an average of four times per month. For FuelX, cookies complement scoring.
Cookies allow FuelX to measure the success of a campaign, but are not the basis for targeting a custom audience pool. Scoring enables more efficient profiling and eliminates serving redundant or irrelevant ads to consumers.
Algorithm Draws On Multiple Data Sources
First, FuelX turns a video into an ad unit. The ad could play on a user’s Facebook News Feed or as a pre-roll ad before a YouTube video, among other ad spots. Then, FuelX algorithms leverage first-, second- and third-party data to determine which users to target. And because the data is constantly refreshed every 24 to 48 hours, ads reach user who are currently in-market.
The advanced targeting capabilities make it imperative for RAEN to keep its marketing messages sharp: “It’s important to have an impactful video to get the most benefit out of a video campaign with FuelX,” Johnson said. “If the video doesn’t tell the brand story with a strong message it will never matter who sees it because it will not resonate with the viewer.”
