Developing a Personalized Programmatic Framework

The Challenge

Eastpak wanted to grow revenue in Europe by reaching new customers without compromising on efficiency.

The challenge for Brainlabs therefore was to use DV360 to drive new audiences to the site that would resonate with Eastpak’s brand values, while still hitting CPA targets.

How we helped

DV360 Custom affinity and intent audiences

Audiences were used to build out the top performing interest and affinity groups. For retargeting activity, granular audiences based on the recency and level of engagement from prospecting activity were used to ensure sales KPIs were met.

DV360 automated bidding strategies

mCPA bidding was proven to drive efficiency gains over manual bidding in the account. This was supplemented with custom audiences created from granular segmentation. For example, we discovered our custom ‘Geek Culture’ audience was performing particularly well, so we subsequently segmented it into ‘Comic Book’, ‘Science Fiction Literature’ and ‘Star Wars’ custom audiences.

Optimising to on-site engagement

To overcome an increased bounce rate from prospecting activity, a Campaign Manager floodlight was implemented to fire when a user spent at least ten seconds on-site (indicating quality engagement) and auto-optimised towards this engaged prospecting audience using mCPA bidding.