Real Estate – Luxury Apartments
Digiseg Audience Segments and Analytics Platform Drives CPC Costs Down
Campaign Goal: Promote a new bespoke apartment house in a Scandinavian capital city.
The client had built a high-end apartment house with amenities geared towards families with children. In addition to the amenities, the building was located in an area with an abundance of services that cater to families.
To drive media efficiency, the client was keen to focus ad spending on families who could afford a unit within the building.
Audience: High-income families raising children.
Digiseg recommended the client focus its targeting strategy based on household income and presence of children. To do that, we built an audience segment that included the top 30% of household wealth and families with two or more children. Additionally, the client leveraged Digiseg Analytics platform to identify other household characteristics that could optimize campaign performance further. For instance, home ownership turned out to be one of the most highly relevant characteristics and by including it as a lime item, the client lowered CPC by 40%.
Income D,E + Children in the household C (+ Ownership A after a week)