Craftmark Homes is a builder of luxury homes in the Mid-Atlantic region. GS Media, Inc. provided digital display media services in 2009-2012.
Challenge:Engagement rate had started to drop (CTR) and time on site also started to drop in Q3 2011. GS Media. Reach and awareness weren’t quite as high as they could have been for a top brand like Craftmark.
The challenge was to increase the pipe (reach) thus driving higher awareness in the target market AND increase CTR and engagement for Craftmark.
Strategy: GS Media, Inc. recommended a new strategy – utilize expandable ads, to drive higher engagement before and after click – and expand the reach of CM via high reach publishers, in order to drive more clicks into the site.
Expandables are ads that ‘expand’ when hovered over with a cursor. They are known to increase awareness and click rate for advertisers. GS Media, Inc. recommended using expandable ads on the ad network, thus increasing awareness and engagement. We also recommend a mobile campaign to capture additional awareness and drive higher engagement overall
Results
Challenge:Engagement rate had started to drop (CTR) and time on site also started to drop in Q3 2011. GS Media. Reach and awareness weren’t quite as high as they could have been for a top brand like Craftmark.
The challenge was to increase the pipe (reach) thus driving higher awareness in the target market AND increase CTR and engagement for Craftmark.
Strategy: GS Media, Inc. recommended a new strategy – utilize expandable ads, to drive higher engagement before and after click – and expand the reach of CM via high reach publishers, in order to drive more clicks into the site.
Expandables are ads that ‘expand’ when hovered over with a cursor. They are known to increase awareness and click rate for advertisers. GS Media, Inc. recommended using expandable ads on the ad network, thus increasing awareness and engagement. We also recommend a mobile campaign to capture additional awareness and drive higher engagement overall
Results
- 60% increase in CTR on Valueclick (network), because of expandables
- Over 13MM impressions generated on Valueclick alone
- CTR increased on WaPo and Zillow community placements - 30%
- $27,000 in added-value!
- Mobile generated CTR of .89%