Published December 2017
MightyHive is a programmatic solutions partner that serves forward-thinking marketers and agencies on the path to programmatic self-sufficiency. MightyHive’s goal is to empower clients to build data-driven organizations that drive results through programmatic insourcing, full-service management and strategic advisory services. As one of the largest and fastest-growing programmatic buyers in the world, MightyHive has helped hundreds of clients adopt programmatic, and has a global presence with offices in San Francisco, New York, Sydney, London, and Singapore.
MightyHive wanted to design a custom programmatic strategy for a CPG brand who was looking to increase brand awareness and store visits. The client’s site was not designed to make purchases on the site, so the goal was to drive traffic to a new geo location tool within their website and encourage consumers to interact with the tool to find their nearest store location.
While both MightyHive and the client knew the importance of broad targeting to increase awareness, MightyHive understood that their client’s products attracted an affluent audience who skewed on the younger side and had an affinity for working out. A key challenge for the brand was being able to reach their younger group of users who was often on the move listening to their mobile phones, but weren’t always engaging with the actual device, which made it harder to serve this group with standard display and video ads.
MightyHive wanted to develop an innovative solution for their client while maintaining the efficiency and effectiveness they achieve by running their digital marketing programmatically through a single integrated stack. When the DoubleClick team shared the opportunity to beta test audio ads on Google Play Music through DoubleClick Bid Manager, MightyHive saw this as an innovative way to reach the niche audiences they wanted to engage for their client’s CPG brand.
Audio advertisements have long been an effective means to reach customers. Updating these ads for a programmatic world represents yet another significant step forward for our industry - creating opportunities for targeted reach in the moments between screens. MightyHive is thrilled to be a pioneer in introducing this format to our clients.
MightyHive expanded the reach of their radio campaign to digital radio by leveraging Bid Manager to access audio ads on Google Play Music, which is natively built into all Android devices. This strategy enabled them to reach users when they’re not available on desktop or mobile web since audio is often playing in the background and doesn’t require the user to be engaged with the device itself.
MightyHive identified key DMAs where their brand was available and allocated budget accordingly. They leveraged two different creative iterations and evenly distributed impression volume to help their client understand how audiences were interacting with their ads. To ensure that they understood the brand’s audience, MightyHive tested both broader run of site placement to reach adults ages 18-34 to see how performance skewed across their target age group.
While programmatic audio ads were proven to be successful and a natural fit to reach their client’s niche audience, MightyHive knew that they needed to back up their recommendation to their with data. They also understood the importance of testing and learning what works best for new formats and strategies. To ensure that they could gain insights, MightyHive created a test campaign with minimal to no optimization and a short flight to help them better understand who the ideal audiences were within this new medium and what messages resonated with them.
When it comes to new product betas and innovations, sometimes you have to have a little faith and sometimes you have to test. Obviously you don’t want to recommend something to your clients if it’s not going to work. Our motto - and I think the programmatic motto in general - is to always test. Test, test, test and always be iterating. What we’ve done through our partnership with DoubleClick is make sure we have enough data to back up our recommendations, so that our clients understand the potential impact of new betas and formats.
MightyHive’s strategy enabled them to uncover new audiences for their client and helped them deliver over 7.5 million impressions and 7,500 clicks across mobile web, desktop and app. The campaign achieved over 95% ad completion rates and drove a CTR of 0.11%.
Based on initial test results, MightyHive is continuing to build on the success of this campaign and has began including audio ads within their overarching programmatic strategy.