Dean Media Group is an industry-leading media and technology company working exclusively in the financial category. Headquartered in Chicago, Dean Media Group offers performance-driven media solutions for financial marketers and publishers across the globe. We asked Media Solutions Director, Abby Wolf to share her insider perspective on working with Turn and about how she achieved 100% ROI campaign performance using Turn Campaign Suite.
"Turn Campaign Suite gives us the ability to execute campaigns efficiently – across all channels: display, video, mobile and social – and reach the right audience, in the right place, at the right time."
Abby Wolf, Media Solutions Director of Dean Media Group
1. How does Dean Media Group use real-time technologies to better serve customers?
Dean Media Group currently has two solutions that identify the growing need for real-time campaign performance and audience targeting capabilities. First, we have DMG OnTarget, which is our audience-targeting platform based on our database of first and third party data. Second, our DMG PinPoint, is a solution that helps clients define their own audiences by using first party data and also works to build audience segments to extend campaign reach.
2. How has the rapid evolution of online audience targeting techniques changed your role?
My role initially focused solely on paid search. After testing remarketing options through large search players (such as Google) we identified a growing need for financial focused audience targeting. DMG’s position as the financial media evangelist has allowed us to use our laser-sharp focus that gives us an unparalleled pulse on the Who, What, Where, When and How of what’s happening in the industry. As a result, my role has evolved with our business needs to include managing, optimizing, and reporting for search, retargeting, real-time bidding, and social media initiatives.
3. How does Turn support Dean Media Group in their quest to stay on the cutting edge of financial audience targeting?
From a campaign management perspective our clients look to us to manage and maximize their media spend to drive greatest results. Turn Campaign Suite gives us the ability to execute campaigns efficiently – across all channels: display, video, mobile and social – and reach the right audience, in the right place, at the right time.
4. How do you work with clients to develop appropriate campaign measurements? What types of things do you typically measure? How often do you communicate progress to your clients against their goals?
We work side by side with our clients to identify the appropriate goals for each campaign. Goals vary for each client but some of the typical measurements are focused on conversion/lead, site metric improvement, or CTR and total ad views for exposure. We use a campaign brief to obtain the most information possible in order to best serve a campaign. The more details we have, the better we can work with Turn to optimize toward end goals.
Communication with the client also varies depending on our relationship. Every client gets a weekly report, which is made easier by using the reporting functionality within Turn Campaign Suite, and we typically have bi-monthly calls to further discuss campaign performance and expectations.
5. You’ve been working with Turn for a while now. What stands out about our relationship?
Turn has a very user friendly user interface and delivers great customer service. Both the account management and sales teams supporting Dean Media Group care about our client’s end goals. Our day-to-day contacts are quick to resolve any issue we face and Turn delivers fast and accurate results, so fast that it feels like they are working directly with us on each account.
6. Tell us about a favorite campaign that you’ve built for a client where you worked with Turn?
To raise awareness for a major financial services brand, we leveraged Turn Campaign Suite for a series of incremental branding campaigns. The overall goal was to drive audience reach and conversion volume at lower cost per acquisition (CPA).
The advertiser set a low CPA goal at $100. As a result of running through Turn Campaign Suite, we achieved conversion volume at an even lower eCPA of $50. Not only did we achieve campaign results that outperformed the advertiser’s ROI performance by 100%, we are gradually shifting more and more advertising budget to Turn because they consistently deliver the strongest ROI for our clients.