TimeOne: Increasing Qualified Traffic Through Semantic Contextual Targeting
TimeOne Group is a marketing services group specializing in customer acquisition. They generate sales and leads and create engagement between a brand and a consumer. As part of this case study, TimeOne was managing campaigns for a Spanish ready-to-wear e-merchant.
Objective
- Generate qualified traffic, namely visits greater than 10 seconds, by optimizing performance via the click-through rate in a first-phase and then directly to the visit.
- Generate sales through retargeting strategies on existing traffic
- Objective: Performance
- Format: Banner, display, native
- Audience: Interest and intent Shopping/Fashion/Women (primary audience)
- KPIs: CTR, Visits
Solution
In order to maximize volumes on the desired target, TimeOne opted for Smart’s contextual solution, a proprietary algorithm that analyzes and categorizes all pages in real-time, using natural language processing. By activating it within Smart curated deals (Auction Packages), the agency was able to quickly and easily activate the following segments:
Style & Fashion
Beauty
Health & Fitness
Results
The agency benefitted from the precision of contextual targeting combines with the scale of cross-publisher deals in order to reach its target audience and KPIs.
+
1.5
%
CTR (+30% vs. other deals)
+
35
%
Visit Through Rate (+5 points vs. other deals)
“Contextual semantic targeting enabled us to achieve better performance with above-average CTRs, as well as greater profitability, with an overall lower cost compared to third-party data activation. Thanks to a simple and efficient operational activation via Auction Packages, we were able to meet the advertiser’s objectives.”
Mathieu TeppeHead of Media Trading – TimeOne Group
