Purchasing Valuable Advertising Space
Getting Started with Programmatic
OUR PROGRAMMATIC MARKETING CAPABILITIES
The asset management and ethical investor, Pathfinder, approached Sprocket to support them in reaching their substantial growth goals. To identify a more accurate audience, they required a highly-targeted lead-gen campaign with programmatic marketing, with the aim of achieving better marketing results and gaining sign-ups.
Our primary objective was to generate the highest possible number of KiwiSaver applications for the allocated advertising budget. To achieve this, we targeted environmentally conscious New Zealanders that were currently investing in KiwiSaver, through all levels of commercial intent - from brand awareness to the consideration phase, comparison and finally conversion.
Programmatic can be used to effectively target users through a full lead cycle journey. Initially, we were able to reach users who weren’t aware of the Pathfinder brand, through contextual (keyword targeting) on websites that include phrases related to ‘KiwiSaver investing’ and ‘retirement funds’. If a user has been looking at KiwiSaver schemes, but hasn't previously visited the Pathfinder website, we targetted them through interest audiences (based on past browsing habits). After a user had clicked through to the Pathfinder website, we were able to retarget them across the wider internet whilst they were in the consideration phase; whether completing more research around their current provider, researching competitor offerings, or inactivity after forgetting to take action - we are able to serve ads to these users with a high frequency to drive them to complete a pathfinder application. Our strategy contributed to a cost per 1,000 impressions of <$5, cost per application submission of >$50 and a conversion rate of over 20%.
What Our Clients Say About Us
With well over one hundred 5-star Google reviews, its safe to say we are the real deal. Client relationships and demonstratable results are our priority. If you'd like to know more, we'll even let you talk to some real clients.