Case Study

Pharmaceutical Company Lifts Interaction Rates by 76% Using Micro-targeting

Human Values Targeting Allows Precise Messaging to Hard to Reach Audience

Summary:
A pharmaceutical company marketing an HIV treatment wanted to deliver precise messages to a highly-specific audience online.

Resonate Networks’ Human Values Targeting was employed to micro-target rich media ads across premium inventory, independent of content. The campaign’s Interaction Rate exceeded rich media benchmarks by as much as 76%.

Objective:

A pharmaceutical company wanted to precisely target two specific groups for its HIV treatment: gay men aged 25-54, or men 25-54 who were researching HIV treatments. It also wanted to use highly-targeted messaging within rich media ads to educate and drive greater interaction from within the banner.

Strategy:

To reach the precise audience sought by the brand, Resonate Networks created a custom Human Values Targeting audience profile using proprietary data on attitudes and values, combined with behavioral and search data.

The profile identified an audience of men who participated in social or political activities in support of gay or lesbian issues and visited sites targeted at gay men. Resonate Networks then created a media plan comprised of sites with high densities of this target population, and then served the brand’s rich media ads to the premium inventory on these sites.

Engagement and interaction were campaign objectives, so the rich media creative included expandable ads and in-banner surveys. Interaction Rate within the ads was a key success metric for the campaign.

Results:

The ads in the Resonate Networks segment outperformed the campaign’s rich media benchmarks by creative and also by ad size.

The Resonate Networks segment showed Interaction Rate increases of 24% and 3% for the two creative concepts used in the campaign, and lifts of 76% and 55% in the campaign’s most impactful ad sizes (160x600 and 300x250, respectively).