Case Study: WRAL.com - Utilizing Audience Data to Increase Annual Spend from Advertiser

Large communications company partners with WRAL.com to target custom audiences and optimize campaign with real time insights, utilizing the Lotame Platform.

WRAL.com, a Raleigh, North Carolina-based media company, owned by Capitol Broadcasting, was selected by a national internet and cable service company looking to run a display advertising campaign. The advertiser’s goal was to reach new internet and/or cable customers and to gain insights about the market.

WRAL.com worked with the advertiser to identify six target audience groups within 12 specific zip codes that were most likely to be in-market for internet and cable service. In addition to targeting various audience groups, the client also wanted to run an A/B test on two creatives, to see if one resonated stronger in the market.

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