Don’t underestimate the impact a relatively small media buy can have.
Just as one key to a successful business in the “real” world is “location, location, location”, the same holds true in the digital sphere: where your ads are located make all the difference. Ads for women’s handbags may not perform well when hosted on a men’s body-building website… just as ads advertising an event in South Bend, Indiana probably won’t produce conversions if they appear on computer screens in Sulawesi, Indonesia. That’s where programmatic advertising comes into play: by targeting specific geographic and demographic contingents, programmatic advertising makes efficient use of your media budget.
For those new to the digital advertising sphere, this might all sound a little complicated – and expensive. The good news is that generating an impressive ROI doesn’t mean spending huge bucks. Plus, unlike other forms of advertising, digital advertising allows advertisers to immediately track engagement metrics, allowing you to observe direct results of your campaign – whether you’re looking to fulfill impressions, generate clicks, or create conversions.
We recently ran a campaign to promote ticket sales for the Chicago Open Air music festival… and the results were pretty spectacular.
To publicize the 2nd annual Chicago Open Air music festival, Live Nation and Danny Wimmer Presents enlisted PMD Media to BE SEEN in Chicago and the Chicagoland area.
In addition to a WindowPoster™ campaign targeting the north-western neighborhoods of Chicago, PMD launched a Digital Integration campaign to publicize the event.
With the client’s $3,900 budget, we purchased ads to serve a target audience based on both demographic and geographic characteristics. That initial investment ultimately led to over $72,000.00 in ticket sales.
By incorporating the hard data gleaned through pre-launch analysis with a series of monitored optimizations based on real-time audience engagement, PMD produced maximum results. In just a month, the digital campaign generated hundreds of ticket sales, ultimately producing an 1870% ROAS (Return on Ad Spend)… and, in tandem with the Windowposter™ flight, created over 4,400,000 unique impressions.