Direct Response Client improves CPR by upweighting via Auction

Provided by RadioWorks Ltd
CASE STUDY: This client was using radio as part of a larger integrated media campaign as they launched in the UK
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What was the Challenge / Background of the Campaign?

The client wanted to drive response to phone and web using Bid4Spots to achieve the best possible CPT to bring down the cost per response

What was the Campaign Objective?

This client was using radio as part of a larger integrated media campaign as they launched in the UK. They wanted to drive response to phone and web, and used Bid4Spots as they needed to achieve the best possible CPT to bring down the cost per response

What was the Solution?

We set up an Any Market auction, which includes all stations in the UK. Using our radio planning tools we calculated which stations in the UK were best fitting their target demographic of All Adults C2DE. We then filtered the stations invited to the auction down to those who targeted the audience most efficiently, to ensure a high frequency on the winning stations

What were the Results?

In the first week the client won 682 spots across 16 stations in the UK, and achieved a CPT of less than half the price of scheduled airtime

What were the Key Learnings of this Campaign?

Bid4Spots is a platform which allows advertisers to buy unsold radio advertising for the following broadcast week. The advertising requirements are uploaded online, including the target demographic, the desired dayparts, frequency requirements, and the maximum price the client would like to pay. Then all of the stations which fit the client's criteria are invited to the auction to bid against each other for the advertising budget, bidding down the price of the airtime. The stations which offer the best price for the target demographic each win a portion of the airtime
BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50kAll adults C2DE
All adultsBoth
C2
DE
RADIO
UNUSUAL
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
All RegionsAll YearDIRECT RESPONSE
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