Collective Media's contribution: ad network

Joe Apprendi, CEO, Collective Media, explains:

I've been a close business associate of Tom Deierlein for more than 10 years, so when iMedia approached me about this concept, there was no question in my mind on what the answer would be.

Collective Media approached this campaign like any other paid campaign -- giving it as much attention as needed to give it the best chance to hit the client's goals. This campaign was especially important because we wanted to not only help the TD Foundation receive donations, but we always wanted to spread awareness about the organization across our network. 

We started off with a lot of targeting that we quickly realized was not getting conversions or clicks. And given how segmented this was, we had a very hard time optimizing. A week into the campaign, we recommended to the client to shift the focus to a "run-of" Collective buy, which both DART Adapt and our manual optimization process could work much better.

We were able to significantly raise the CTR (from a .36 for 12/10 through 12/21 to a .67 for 12/22 through 1/10 -- an 86 percent increase) and get a few conversions. DART Adapt optimized it based on high-yielding audience clusters, such as daypart, sites, context/behavior segments and geographic location. On our end, we optimized it manually to complement DART Adapt to make sure everywhere it was running it was performing.