Author: admin

Home > Articles posted by admin

July 20, 2017
By

BACKGROUND This Company has developed an app for parents that allow them to monitor their kid’s websites activity and photos posted on a social media. In addition the app helps your child from cyberbullying, inappropriate content, internet addiction and digital sleep deprivation. Overview The Company is a startup and needs to attain a certain amount of paid signups after the free trial in order to secure additional funding. The process for installing the app is more extensive than most app’s therefore the parents needed to be educating on installing the app and recognize the benefits they would get at a monthly subscription of $11.99. OUR APPROACH We recommended testing mobile only PPC campaigns with a call to action to download and install the app. Traffic is directed into the app store and we are able track downloads using Google Tag Manager to provide a cost per download. We leveraged advertising inside the Google Play Store to drive additional downloads. RESULTS Google search ads and Google app install ads were utilized and proved very successful in driving 3000+ installs per week at an average $1.50/install The main driver of the volume was YouTube which accounted for the vast majority of the installs at an average of $0.62/install. This helped offset the more expensive cost per install on search ads and other channels....

February 23, 2017
By

BACKGROUND Disney Movie Club was having trouble scaling up membership enrollments at the effective cost-per-acquisition target with the Facebook audience in the Canadian market. They had colorful creative and a great starting offer, but limited conversion volume on the Facebook Ads platform. SOLUTION Using lookalike audiences created from a massive list of subscribers from the Canadian market but more importantly the larger US market, we were able to target those Canadian citizens with similar online behavior that were most likely to take advantage of the offer. We created many different targeting groups in order to broaden the overall reach and maximize results at significantly higher monthly budget levels. RESULTS We were able to show consistent CPA measures even as campaign spend ramped up to 3x original monthly spend. For example, the Facebook campaign resulted in 64% more conversions in January than in November with only a marginal bump in the Facebook CPA. Our lookalike audiences, tested at various scales, allowed us to find the perfect targeting balance between reach and specificity. Users responded in large amounts to the creative shown to them as people similar to current subscribers — particularly video advertising.   PAID SEARCH & DISPLAY MEDIA BACKGROUND A division of Buena Vista Home Entertainment offering Disney, Pixar, Marvel and other Disney-related movie titles including recent bestsellers to beloved, heart-warming animated classics to action-packed Marvel for all ages from preschoolers to adults at discounted prices when you join DMC. OVERVIEW There was limited enrollment growth and high acquisition costs due to fierce competition from retailers and affiliates that yielded inefficient CPAs for the client’s paid search marketing efforts. OUR APPROACH Implementing inter-Disney keyword bidding guidelines and affiliate marketing brand keyword bidding restrictions alleviated the problems with CPA efficiency.  Identified best performing keywords and restructured search campaigns using a hybrid branding and direct response approach to significantly increase volume while decreasing acquisition costs. ...

February 15, 2017
By

BACKGROUND This company creates baby carriers, baby strollers and  other baby-related products designed to promote the health and comfort of both the baby and the parent. At the time that they came to Ionic they were advertising primarily through Direct to Publisher digital efforts and through existing retailer relationships. OVERVIEW The company was launching multiple new products and wanted to build brand awareness as well as drive brick and mortar and drive e-commerce sales. They also wanted to track online/retailer performance in addition to monitoring attribution across media channels to drive consumers deeper into the purchasing funnel. OUR APPROACH Key sponsorships with prominent publishers in the baby vertical increased awareness and anticipation for the new products. Paid Search was the key driver in increasing online sales and pulling in new customers who were in the market for products. Through audience buying and retargeting, we pushed the client’s messaging to consumers in their demo and brought those who showed interest back to the site. RESULTS Paid Media successfully generated over half a million dollars in revenue and resulted in a ROAS over 300% Increased site traffic and overall revenue of flagship products week over week while decreasing the CPA of each product....

February 7, 2017
By

BACKGROUND This company became one of the largest online poker sites in the world. CHALLENGE There was much confusion in the marketplace whether local and national media vendors were legally allowed to air online poker commercials. Ionic Media was hired to build their brand awareness along with running DRTV and digital media to achieve a very tight allowable cost per acquisition. SOLUTION Ionic Media strategically targeted consumers on a local-media basis rather than nationally to drive membership. Ionic Media came up with the idea of creating a .NET version of Partypoker, as a place to learn and play for fun.  This allowed ALL local media vendors to accept and air partypoker media. Partnered exclusively with specific regional networks such as YES Network, New England Sports Network and Fox Sports to create and promote reality game shows centered around poker tournaments. RESULTS Partypoker increased monthly spending by almost 10,000% through effective marketing, and went public two years later for over $2B....

February 7, 2017
By

BACKGROUND Wetbrush was not running any paid Facebook Ads based on metrics from Google Analytics.  There was immense potential to generate Wetbrush’s advertising sale through paid social. The value proposition of the product, that is, it can enhance your natural beauty was a perfect fit for the Facebook platform. SOLUTION By utilizing existing data as well as conversion tracking data on the Wetbrush site, we were be able to build strong audiences for testing and expand over the course of the campaign and beyond. RESULTS The most effective targeting was the custom audience of website visitors. We were able not only to get the lowest CPA with this group but also to spend strongly against it. While the other targeting groups Lookalikes of Subscribers, Purchasers, and broad interest-based targeting did not achieve as efficient results, they were used effectively to bring audiences to the site to push them further down the marketing funnel, helping to increase overall sales. ...

February 7, 2017
By

BACKGROUND Baker Online is an accredited, not-for-profit college, offering associate, bachelor, master and doctoral degrees. OVERVIEW Increased competition for students within the educational digital/online college and university space and tighter budgets presented a growing challenge for reaching a national audience cost-effectively. Baker Online benefited from the regional advertising for its nine campuses in Michigan, but struggled to gain brand awareness in other states. Competing with for-profit schools with substantially greater marketing budgets made it virtually impossible to build name recognition nationwide through traditional TV advertising. OUR APPROACH Utilizing the emerging addressable TV technology, Ionic Media expanded Baker Online’s exposure while working within their existing budget. Merging data and targeting from the digital realm with greater television coverage, viewers were targeted by household, allowing commercials to be delivered only to those homes matching their target audience demographics and behavioral criteria. RESULTS Baker Online is now broadcasting television commercials in 20+ national markets, maximizing their limited, regional budget in a way that traditional television advertising could never do. The result is a boost in exposure and over 4000 prospective student leads in the first three months. ...

February 7, 2017
By

BACKGROUND 23andMe is a personal genomics and biotechnology company that offers direct-to-consumer DNA testing service. Customers provide a saliva sample and results are posted online along with an assessment of inherited traits, genealogy and possible congenital risk factors. OVERVIEW The brand had developed a level of sales success with a mix of digital ads and paid search. However, to expand brand awareness and sales, would television efficiently drive positive metrics? OUR APPROACH Ionic created a four week test and learn Direct Response TV strategy based on the psychographic of the likely buyer and a cost-per-order goal to measure TV effectiveness. A dedicated dashboard that married min-by-min sales tracking with the TV schedule provided the client and agency full transparency. RESULTS The four week DRTV test was a success based on ROI goals. The client has continued executing DRTV to drive awareness and sales. Total weekly sales have, on average, doubled prior to TV on-air. ...

February 7, 2017
By

BACKGROUND OraSure Technologies manufactures medical devices including OraQuick, an oral HIV testing kit. OraQuick has been available to the HCP community for 10 years. Recently OraSure received FDA approval to sell OraQuick, direct to consumers at retailers and ecommerce. OraQuick is the only OTC oral HIV testing kit available at 30K+ retailers. CHALLENGE Home testing kits for HIV was a new category which meant establishing KPIs and determining the most effective and efficient media mix. SOLUTION Ionic set up a multi-touch point paid media campaign including DRTV, Paid Search and Display. Tracking was put into place to view site traffic and ecommerce sales in real time. Optimization was based on tracking. Weekly status meetings were set up to review progress and reset benchmarks, as necessary. RESULTS First nine months sales continued to show positive quarter over quarter increases Average weekly sales by the end of the campaign were 4x higher than launch Decreased the CPA by 26% ...

January 7, 2017
By

BACKGROUND B&L is an eye health care company whose core businesses includes contact lenses and lens care products, ophthalmic surgical and pharmaceutical products. CHALLENGE Sales of contact lenses correcting presbyopia were hindered by low awareness of any solutions other than reading glasses. The key was to shift behavior by discussing the hassles of reading glasses and educate consumers on how the lenses work and the benefits of multifocal contact lenses. Women represented a majority of patients so efforts were geared towards women 40-60. SOLUTION We sought engagement opportunities that allowed for an extended message opportunity. We negotiated cross-platform content integrations on The Martha Stewart Show and The Doctors. A client spokesperson was featured discussing eye care, contact lenses as an alternative to reading glasses, and demonstrating how the lenses work. Additionally, we used TiVo’s advanced capabilities to allow viewers to interact with an on-screen message to learn more about presbyopia and the multifocal lense product, by viewing a client-made video with an option to download a free trail certificate to track and optimize toward a more effective performance. RESULTS Website traffic and free trial coupon downloads spiked on days the segments aired: traffic increased 63% vs. daily average and free trail downloads increased 119% following The Martha Stewart Show airings. The Doctors segment performed was even stronger, increasing site traffic and downloads driving the highest daily performance of the year. TiVo subscribers were intrigued, actively engaging in the campaign and responding to the video content and requesting the free trial offer downloads. The response rate significantly beat the TiVo consumer products CPL benchmarks and had the lowest of all lead gen programs. ...