Optimizing Conversion, Bidding & Attribution. Programmatic Display with Incubeta
The Royal Dutch Touring Club ANWB, known simply as ANWB, is a travelers’ association in the Netherlands, supporting all modes of travel. It is responsible for traffic signs and signage on roads and trails. ANWB offers more than just roadside assistance. The 133 year old company provides medical, legal, travel, and repatriation services to over four million members. The brand is a well known leader in tourism, recreation and mobility. ANWB tasked Incubeta with delivering a programmatic display campaign strategy for optimal conversion, bidding and attribution. Additionally, they wanted to improve their branding and efficiency in media buying.
Our goals were simple; optimize CR’s, improve branding, boost awareness and improve efficiency in media buying.
We started by combining first-party visitor data with data from external ad exchanges to confirm a campaign strategy focusing on optimal conversion & attribution. From here we deployed campaign budgets for branding and conversion equally across prospecting, first touch, & filling the sales funnel. We then implemented rich media ads and contextual targeting with display advertising.