Purpose of Campaign
Acquire new users of a sports entertainment platform.
Context
An online sports entertainment company has discovered that offering a special welcome package to new users can effectively entice them to join their platform. The company aims to significantly increase the number of potential users to engage with their services.
Programmatic advertising is an ideal method to scale up the campaign, but the company needs a clearer understanding of their target audience.
Audience
Sports Enthusiasts
Targeting Strategy
With the Digiseg’s Google Analytics plug-in the online entertainment company can gain a better understanding of the consumers who convert via the welcome package promotion. A case scenario could include the following three findings:
- 80% of converters are young individuals, regardless of their marital status or parental responsibilities;
- Only 25% of highly educated people converted;
- People from households with low levels of technological adoption are more likely to convert compared to those with high levels of technological proficiency.
To drive performance, Digiseg will then target young individuals, while suppressing highly educated and high tech level households.
