sports packages available to over 340,000 commercial locations across North ... BusinessOnline, specializes in multi-source data analytics, optimization, and ...
CUSTOMER CASE STUDY
“
The fact that Bizo could give us access to its audience of over 120 million business professionals online and drill down to target ads to such specific business audiences really aligned with what we were trying to achieve for DIRECTV for Business .” Howard Chen Senior Analyst, Business Online
CAMPAIGN SNAPSHOT OBJECTIVES Increase audience engagement and achieve a cost per lead below target
TARGET BUSINESS DEMOGRAPHICS Small business decision makers
RESULTS Increased pageviews per website visitor, generated leads at a cost below target
DIRECTV is a leading provider of digital television entertainment services to more than 32 million customers, with its commercial arm, DIRECTV for Business, providing access to state-of-the-art technology, unmatched programming, and the most comprehensive sports packages available to over 340,000 commercial locations across North America. DIRECTV’s commercial marketing agency, BusinessOnline, specializes in multi-source data analytics, optimization, and insights, and was awarded “Interactive Agency of the Year” from BtoB Magazine. Generating new, high quality leads that result in paying customers is a top priority for DIRECTV for Business. Howard Chen, senior analyst at BusinessOnline explained that, “The fact that Bizo could give us access to its audience of over 120 million business professionals online and drill down to target ads to such specific business audiences really aligned with what we were trying to achieve for DIRECTV for Business. We had to give it a shot.”
Access to Millions of SMB Decision Makers Before using Bizo, BusinessOnline ran several one to two month display advertising campaigns with a variety of display vendors to evaluate the effectiveness of reaching small business audiences. Having tested a number of strategies including run-of-site display buys from small business networks and other audience segmentation methods through DSPs, Chen explained that “these left us challenged in a couple of different ways. First, we couldn’t get clear insight into the exact business types that were being influenced by our ads, and second, the scale just wasn’t where it needed to be in order to gain insight into segment performance.” Turning to targeted display advertising through Bizo, BusinessOnline was able to target DIRECTV’s display ads to the exact audiences it needed to reach: business owners and decision makers from small businesses such as bars and restaurants, private offices, retail shops, gyms, and more. While cost-per-lead is BusinessOnline’s key success metric for DIRECTV for Business’ display advertising initiatives, Full-Funnel Analytics within the Bizo Marketing Platform enables monitoring of other key performance metrics that show the upper-funnel impact of its Bizo campaigns.
“
Bizo gives us a scaled reach to reach small and medium business decision makers wherever they travel online.” Howard Chen Senior Analyst, Business Online
Measuring Success and the Importance of Retargeting With the ability to measure its cost-per-new-visitor (visitors introduced to the DIRECTV for Business website by Bizo), BusinessOnline can demonstrate the cost efficiency of driving target audiences to the DIRECTV website.
Pageview Increase from Bizo-Exposed Visitors
Cost Per New Visitor $20
25% 20%
$15
15% $10 10% $5
5%
$
0% June
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June
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Full-funnel analytics also enables BusinessOnline to see the relative increase in web pages viewed by Bizo-exposed visitors vs. nonexposed visitors (those who seen display ads vs. those who haven’t). Another insight was that newly introduced visitors were not immediately converting on their first visit to the DIRECT for Business website. BusinessOnline introduced website retargeting through Bizo to ensure that even if prospects leave without converting, a large number of them can be driven back to convert the next time. This strategy helped increase conversions, and reduce the total cost-per-lead. BusinessOnline continues to achieve a cost per lead well below its goal for DIRECTV for Business. “Bizo gives us a scaled reach to small
Cost Per Lead $2k
business decision makers wherever they travel online,” remarked Chen. “It is a huge boon to our lead generation and overall marketing
$1.5k
efforts.”
$1k
$500
$ July
Aug.
Sept.
