Real-time bidding (RTB) and audience targeting provides new opportunities for advertisers and publishers, but is still a relatively new method for media buying and targeting. To show the capabilities afforded by RTB, Turn launched head-to-head test that compared RTB vs. non-RTB performance for a major telecommunication advertiser.
Turn’s customer, a prominent telecommunications provider whose campaign employs geo-targeting across 14 Western states including Arizona, Colorado, Idaho, Iowa, Minnesota, Montana, Nebraska, New Mexico, North Dakota, Oregon, South Dakota, Utah, Washington and Wyoming demonstrated significant lift in RTB inventory and audience targeting. The campaign goal is the successful launch and rebranding of the brand’s flagship high-speed internet service with a focus of driving efficient transactions. The emphasis was on new customer acquisition for high-speed internet, but also included a strong up-sell incentive to existing subscribers to bundle existing packages. The campaign goal is based on cost per transaction (CPT).