Airborne advertising took off with flying colors recently through strategic mobile targeting for one of Gilbreath Communications’ clients.
Dynamic Air Shelters, Inc., a major provider of protective structures for workers and equipment in harsh environments, recently launched a new website and enlisted Gilbreath to help generate traffic.
Dynamic and Gilbreath agreed on a campaign of mobile-targeted web banners which would debut at an industry-related event, the Second Annual Energy Construction Forum, held at Moody Gardens in Galveston. The web banners called on attendees to take action by visiting Dynamic’s website.
First, attendees in and around the forum were targeted for two days during the event. Next, those attendees who clicked or saw the ads were digitally tagged through their mobile devices and re-targeted for 30 additional days of messaging from Dynamic.
The key performance indicators (KPIs) were click-through rates (CTR) and impressions.
• Delivered 431,808 impressions
• Earned 1,268 clicks overall, with the retargeting portion gaining 910 clicks during the month of March.
• Achieved a great CTR of 0.22 percent for the targeting portion and 0.34 percent for the retargeting portion — more than double and triple the industry standard of 0.10 percent.
The campaign’s results demonstrated the impact of a well-planned and well-executed mobile targeting effort.