Category: Programmatic Video

Over-the-top (OTT) advertising and connected TV advertising are becoming an increasingly important part of the marketing mix as more and more people shift their attention away from traditional television and towards streaming services. Programmatic OTT advertising allows brands to reach…
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Non Profit USA Water Polo Brings Marketing Awareness Youth & More Viewer

The Challenge For A National Brand Expanding Awareness

USA Water Polo, despite being a nationally recognized sport is not as recognized for recreational purposes.  Many kids and teenagers enjoying the sport of competitive swimming, but water polo as a sport pales in comparison other sports more recognized by Olympics and other national sports committees.

USA Water Polo knew they had a task on their hands with limited budget to achieve 3 things:

  • Reach youngsters who already have a passion for swimming to learn more about water polo
  • Get people to join the organization and even give back to the non profit
  • Get more eye balls watching water polo events throughout the county

After hearing about geofencing marketing and knowing they were not getting enough out of the Google Grant, the director of marketing wanted to deploy more sophisticated strategies to grow the brand  We deployed geofencing marketing, programmatic audio, site retargeting, Google Ads, and a new tactic with Facebook/Instagram advertising in which we took our geofencing audience and pushed that audience into the Facebook Instagram Platform.

Marketing Mix For USA Water Polo Campaign

The team at Propellant Media developed a comprehensive  strategy of geofencing (YMCA’s and other locations people frequent for swimming), site retargeting, google ads (grant), pre roll video, OTT/CTV Advertising, and facebook/instagram advertising.

  • Geofencing Marketing – Our team built geo-fences around YMCA’s.  We did do this across the enter USA, but instead key cities that they truly wanted to raise their profile in including Texas and Florida.
  • Site Retargeting – In order to maximize our brand recall and those who visited the website, we developed a site retargeting campaign with a frequency of 4 ads served per day per person to keep them top of mind, not just to our campaigns but to other digital advertising efforts we were deploying including Google Ads and Facebook/Instagram advertising.
  • Google Ads – As part of our omnichannel marketing company, we went after in-market terms such as:
    • water polo
    • polo olympics
    • water polo membership
    • open pools near me
    • public pools near me
  • Facebook/Instagram (New Tactic) – Our team developed a proprietary method that allows us to use our existing geofencing marketing platforms, build our geofencing audiences on those platforms, and push those audiences into Facebook and Instagram.  We’re not talking about building 1-mile radii circles on Facebook.  We’re talking about utilizing our current platforms and saving that audience in the Facebook Meta Ad Manager.  This campaign improved the overall effectiveness of the existing geofencing marketing campaign.

Results Of Geofencing & Google Ads Grant For

Below is the summary of actual results we produced for USA Water Polo.  They continued to get more eyeballs reaching their target audience, but more importantly we achieved macro conversion metrics desired by the organization including:

  • Conversions – Over 400 people who expressed an interest in joining the organization
  • Over 22 people who chose to give back to the organization
  • Over 3,000 clicks solely from the Meta campaign.

USA Water Polo continues to be a client with Propellant Media.

Google Ads Dashboard

Ads Manager Manage Ads Cam

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State Assemblyman Running For Office Achieves 400% Above Average Engagement With Video Political Advertising

Political Candidate Uses Programmatic Video

Running for office is challenging.  You need to find the right message, raise funds, knock on doors, and get your message to the masses.  We were approached by an existing client who expressed an interest in utilizing us for geofencing marketing and video marketing to get his message to Californians for a State Assembly Seat.
He wanted to do something different than traditional offline marketing.  That’s when we devised a plan that included a lot of video content he created.

Marketing Mix For Political Programmatic Display Marketing Campaign

Using a client-supplied voter list in his district, we are executing:
  • Addressable Geofencing via Programmatic Video –Think “Pre-, Mid- and Post-roll video”
  • Also executing OTT television to large & small screens to those in the list who stream their television content
  • Website Retargeting whereby we are retargeting visitors to the candidates website with Programmatic Video
It was imperative to always include creative assets and strategies that provide a “clickable” environment. We used Programmatic Video for this purpose, but we highly recommend including banner & display ads.

400% Above Industry Average

Using pre-roll video and addressable lists of targeted voters, we were achieving 0.5% CTR, which is 400% above industry average.  The client continues to receive incredible engagement from his video content and we’ve incorporated other types of video including over the top connected tv advertising content to the mix.

As Efren says, “It’s Not Just The Message, It’s The Method!”.  Our method of data targeting has lead to above average engagement for his candidacy.

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Large Hospital System Fills Up Nursing Positions With Geofencing Marketing & OTT Advertising

The Challenge For Medical Marketing Recruitment

A large hospital system on the west coast was looking to recruit more nurses including CNA’s, Traveling Nurses, and RN’s.  They haven’t ran Over The Top Connected TV Advertising or Geofencing Marketing in the past.  Given the stiff competition for nursing candidates, they realized they needed to both build their own brand recognition amongst nurses while also focusing on those who are in-market looking for nursing positions.

They have utilized other platforms including Zip Recruiter, Indeed, and other channels they thought would give them exposure to existing nurses who may be interested in switching to their company.

After hearing about geofencing marketing, they didn’t know if it could in fact be successful, but wanted it to remain part of their omnichannel marketing efforts.  We deployed geofencing marketing, programmatic audio, site retargeting, Google Ads, and a new tactic with Facebook/Instagram advertising in which we took our geofencing audience and pushed that audience into the Facebook Instagram Platform.

Marketing Mix For Nursing Recruitment Campaign

The team at Propellant Media developed a comprehensive 12-month strategy of geofencing, data targeting (nursing audiences), site retargeting, google ads, pre roll video, OTT/CTV Advertising, and facebook/instagram advertising.

  • Geofencing Marketing – Our team built geo-fences around competitor hospitals.  We believed that their core audience was already working at these locations, so serving ads to them would give us more exposure to thinking about switching to another hospital system.  We found additional ways to limit waste and prevent less ad serving to the patients.
  • Site Retargeting – In order to maximize our brand recall and those who visited the website, we developed a site retargeting campaign with a frequency of 6 ads served per day per person to keep them top of mind, not just to our campaigns but to other digital advertising efforts we were deploying including Google Ads and Facebook/Instagram advertising.
  • Pre Roll Video – Despite utilizing static display ads, we also deployed pre roll video with a nice testimonial video of one of the workers who’s been with the company for over 1 year further solidifying social proof and and adding another layer of creative ads to the mix.
  • OTT/CTV Advertising – Utilizing the same video ad types, we were able to gain exposure via streaming apps and websites with 15 and 30 second ad spots.
  • Google Ads – As part of our omnichannel marketing company, we went after in-market terms such as:
    • cna jobs near me
    • nursing jobs near me
    • RN jobs near me
  • Facebook/Instagram (New Tactic) – Our team developed a proprietary method that allows us to use our existing geofencing marketing platforms, build our geofencing audiences on those platforms, and push those audiences into Facebook and Instagram.  We’re not talking about building 1-mile radii circles on Facebook.  We’re talking about utilizing our current platforms and saving that audience in the Facebook Meta Ad Manager.

Results Of The Geofencing Marketing Nursing Recruitment Campaign

This Hospital System in Denver, CO worked with Propellant Media for over a year.  Below were the results during that time.

Below is the summary of actual results we produced for the Hospital System.  The quote we received from the client was after implementation, their position were steadily filled up as a result of the omnichannel marketing and geofencing advertising campaign.

  • Conversions – 1,466 Application Landing Page Visits: healthcaresource.com 
  • OTT Video Views – 229K
  • YouTube Video Views – 189K
  • $101,170.74 Spend

Key Digital Channel Insight

  • Average Cost Per Conversion (Facebook/IG) – $33
  • Acreage Cost Per Conversion (Google Ads) – $173 (post conversion tracking).  Pre conversion tracking ($120).
  • Despite not tracking conversions via Google, we drove many conversions for CNA Jobs.
  • Top Google Ads keywords include (cna jobs near me, cna jobs, cna jobs denver, lpn jobs near me, cna hiring near me
  • Programmatic Audio & OTT/CTV turned off in October/November due to talent. Branding opportunities we took advantage of.
  • 15 Second Ads performed well on YouTube & OTT/CTV. Continued through the remainder of the campaign.
  • Average 94% Watch Rates For OTT/CTV
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Local News Station Gets To 50 Percent Share Of Market

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Overview

News stations have traditionally utilized methods of advertising including radio, TV, and even more TV.  As local news stations work to innovate and test new waters to gain local news market share, one local news station in the southeast decided to partner with our agency in an effort to shift focus to cutting edge digital advertising channels.  This local station in a top 25 market decided it was time to change course after remaining at 40 – 42% local news share in its viewing area.

Action

After coordinating with the creative director and the team at the news station, understanding top performing creative, and researching the demographics of the area, Propellant Media implemented a comprehensive digital marketing plan that constituted media buys and proactive granular digital execution during February and May sweeps, heavy weather periods, and other times throughout the year.  Our team leveraged several digital channels including:

Our team tied these channels into an analytics dashboard the news station creative team could view each morning during their team meetings as they went through heavy sweeps periods.

Results

After deciding to cut back from their offline channels including TV and Radio, and shift some of that spend to digital, the investment and reallocation proved to be a success.

The news station experienced six months of consecutive growth, claiming once again the #1 news position for morning, evening and late news.

They are the only station to grow year-to-year a 25-54.  They achieved a 48.2% local news share in the 22-county viewing area, breaking a three-year record. They also asserted its dominance in the area’s largest county with a 54% local news share.

They continued their dominance as the digital leader among local news providers.  Visits to the website were up 7% and page views increased 5% quarter-to-date. Their News and Weather App both continue to see an increase in downloads throughout the market.  They also have the largest local news station social footprint in the market.  Only 3 stations in the country are able to claim 50% of their local news viewing share market.

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