The Brief:
Finding and engaging the target audience, driving traffic, sign-ups, and qaulity views to the website and custom content
The Solution:
Took pre-defined customer 'personas' (including SMB, Entrepreneurs, Developers, Tech innovators, AI Enthusiasts) and targeted contextually at the video level
Utilized intent based targeting to further identify and refine these audience segments
Optimized by subdividing broad audiences into more niche and dropping low performers
Leveraged a re-engagement strategy: using short ads to drive engagement of long form podcast content
The Outcome:
- 68%-90% VTR
- +40% relative lift in awareness
- 3% CTR
- 10%-30% completion rate on a 40 minute episode
