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OBJECTIVE: As a full-service digital agency, AMP Agency is constantly developing custom audience segments for specific campaigns for its advertisers. Working for a premiere travel client, AMP’s goal was to target specific travel ads to consumers who were in-market for an upcoming trip to increase conversions. The client’s primary KPI was measuring Return on Ad Spend (ROAS), so AMP was focused on driving inbound leads and lowering the cost per acquisition. STRATEGY: To achieve the targeting and scale needed for a recent travel campaign, AMP began by building a “travel” audience of users who had exhibited interests in travel via data they had collected with Lotame’s DMP. Next, they partnered with ShareThis to enrich this behavioral data with ShareThis’s real-time social intent data, to understand the prime time of day and particular devices they should target for their ad campaigns. AMP also combined this data with paid search data inside Lotame’s DMP to expand the pool of high-value target customers. The travel audiences they built were then pushed out to multiple DSPs and other social targeting platforms such as Facebook. “This partnership directly proved the value of utilizing 2nd-party data within media campaigns. It allowed us to identify users who were in the research and planning phases of their travel, thereby being able to present them with offers that were timely and relevant. To enhance the 2nd-party data, we were able to use paid search data and incorporate those keywords to identify users, expanding the pool of high value target customers for our client and reaching them across multiple channels and devices.” Samantha Weinstein, Director of Programmatic Media, AMP Agency RESULTS: Combining these many sources of high-quality data allowed AMP to exceed their campaign goals by hitting travelers who were in the planning and research stage. AMP was able to achieve the following results: • 455% Return On Ad Spend (the client’s primary KPI, which they exceeded significantly) • 30% lead conversion rate (typically, lead conversion rate is about 23%) • ShareThis data, onboarded into Lotame’s DMP, was the highest performer across all prospecting data lines that were tested. Want similar results? Get in touch- firstname.lastname@example.org ________________________________________________________________________________________________ ABOUT AMP AGENCY AMP Agency is a full-service integrated marketing agency with over 20 years of experience employing an “Insights Inspired, Results Driven” approach to conceive, develop and implement innovative marketing solutions which span all media channels and formats. With of ces in Boston, LA, Seattle, Austin and New York, we’re a 250+ team of intellectually curious individuals who are eager to solve your business challenges. Meet our team and see some of our innovative work at www.ampagency.com. ABOUT SHARETHIS ShareThis, the Sharing Intelligence Company, has been collecting and synthesizing social share data since 2007. ShareThis is the trusted pioneer of sharing data that spans the social platform walled gardens, transforming authentic human sharing behavior into actionable data outputs at scale for marketers and publishers. ABOUT LOTAME Lotame enables companies to use data to build stronger connections with their consumers. Lotame is proud to be the leading independent data management platform (DMP) and offer the most widely used, trusted and comprehensive data exchange in the industry. Committed to innovation, agility and – above all, customer success – the Lotame team aims to continuously nd new and meaningful ways to help its clients harness the power of data to fuel more relevant and personalized experiences across screens and devices, online and off. Lotame is headquartered in New York City, with resources around the world, including Sydney, London, Singapore, Mumbai and San Francisco. *written in partnership with Lotame Data Solutions and ShareThis
Last week, a handful of AMPers got the opportunity to attend a fantastic event at the Seaport World Trade Center-- the Ad Club’s 2016 Innovation Day and Media Maven Awards. It was an exciting day filled with talented speakers, innovative ideas and accomplished award winners. There were a few major takeaways that stood out to us as a digital media group, and gave us some interesting insights that we will be able to bring back to our clients--especially with 2017 on the horizon. Tapping Into Emotions A key theme of the day was about tapping into the emotions of a consumer and making marketing efforts as authentic as possible. Marketers should be asking themselves, What makes a brand stand out? What can I do differently to make my work unique? Dr. Carl Marci, EVP Chief of Neuroscientist and Nielsen Consumer Neuroscience, discussed how psychology and marketing go hand in hand. According to Dr. Marci, the average person’s attention span has fallen to a mere 8 seconds. Consumer behaviors are changing due to overstimulation, and marketers need to be able to create targeted content that delivers an emotional response. The tough part of this is pinpointing what gets people to buy a product and react positively, especially since every consumer reacts differently to any given ad. Brands should not only focus on reach and other KPI’s, but also consider highly authentic messaging that taps into a consumer’s thought process. As a team that focuses on data driven, highly targeted media efforts across all channels, this idea of personalization and highly relevant messaging hit home. The Power of Influencers One tactic that is skyrocketing in the media world is influencer marketing. Here at AMP, we use influencer marketing for a number of our clients in order to create brand awareness, consideration and ultimately to drive ROI. In the end, it’s about creating a human connection between a brand and the right consumer and making sure that that connection is authentic and believable. Strategic Sponsorships Although programmatic and audience based buying continues to dominate the buzz in the industry, we shouldn’t dismiss the impact that brands have by partnering with other companies and publishers to offer a unique experience for consumers. Reinforcing brand values can be done with the right partnerships. AMP’s Very Own Rising Star We were also very excited to have one of our own team members take home the prestigious Rising Star award this year. The Rising Star award recognizes an up-and-coming media planner under the age of 30 who demonstrates a keen understanding and insight into the strategy behind media planning and buying. Abby Tarbell, Director of Integrated Media, received this well-deserved award for all of her efforts in bringing omni-channel solutions to our clients. Abby has the ability to make the most complicated, stressful programs look effortless. She remains composed in nearly every situation which creates an atmosphere of calmness for the rest of the team. Her standard of excellence is so natural that it makes everyone else around her believe they can accomplish it too and our team would not be where it is today without her.