Mediative’s client, one of Canada’s top television service providers, wanted to run a promotion offering a free PVR with a subscription. Who, where and when to target, for maximum exposure and CTR, was Mediative’s challenge.
Crafted different messaging to reach and engage tech-savvy and non-tech savvy consumers.
- Tech-savvy: messaging went straight to promoting the end-consumer benefit.
- Tech-novices: increased the education factor, developing banners that reflected fundamental problems that a PVR would solve.
Pushed the messaging when the potential consumer was most open to receiving it.
- Delivered messaging solely on mobile devices to target people who were on-the-go, or on-the-couch.
- Strategically chose the right time, place, and environment that the potential customer would be in when the tactical mobile banner was delivered.
Impressions delivered over 7 cities
CTR achieved vs. 0.47% industry average*
Consumers in new markets discovered more about the offer
*Industry average of mobile banner ads that promote services. MediaMind Global Benchmarks Report.
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